From CRED’s Indiranagar ka Gunda to Cadbury’s reimagined Kuch Khaas Hai, here are a few campaigns that stood out in 2021

• As we get closer to the new year, we bring to you a time capsule of 2021.
• We look at some of the memorable campaigns from the year and discuss the common themes.

The initial stage of the global pandemic brought in a lot of challenges for advertising agencies and brands. Agencies were producing ads on chopped-off budgets from the safety of their homes and really scratching their brains for creative ideas inside four walls. As the lockdown was lifted and the country opened its doors to all kinds of businesses in phases, there was hope in the air. Brands slowly started picking on consumer sentiment and upped their marketing budgets. With the beginning of 2021, a new year, consumers found a new sense of optimism for a better tomorrow and brands ensured that they offered a helping hand to consumers by spreading warmth through their advertising campaigns and telling stories of togetherness and bonding with family, friends and neighbors. With the second wave in April 2021, the progress reversed and brands slowed their marketing activities again but continued proving their resilience through their social media handles. When COVID was at its peak in April and June, several health institutions ran out of beds and oxygen supplies. Our social media feeds filled up with appeals for help -- looking for plasma donors, oxygen concentrators or ICU beds. During this period, Indian corporations, multinational brands and young home-grown start-ups stepped forward to do their bit and helped the country survive this phase.

Thankfully, as the number of cases went down in August and the number of vaccine doses kept rising, consumer sentiments picked up. With each festival, things got a little better. So, as the country decorated their home to celebrate the homecoming of Lord Ram on Diwali, marketers went all out. After a long-dry spell of a year and a half, brands ensured that they didn't miss out on this opportunity to reconnect with consumers. The country found its hope to keep going and many brands decided to celebrate heroes who went unnoticed during the most difficult phase of the pandemic. With their heartwarming campaigns, they urged consumers to support small businesses and those who have been badly impacted by COVID-19.

The pandemic also sparked a flurry of nostalgic ads and consumers loved the trend. Brands started evoking nostalgia to connect with consumers on an emotional level and reach out to the inner child in us that lived in a happier universe. These ads were like comfort food during unprecedented times.

Brands also used their marketing communications to shine the spotlight on gender inequality and encouraged women to stand up for their rights.

Overall, in 2021, themes of nostalgia, togetherness, resilience, women empowerment and hope emerged and made consumers smile.

In no particular order, here are a few ads that stood out this year:

Cadbury’s Kuch Khaas Hai remake | Agency: Ogilvy

Bhima Jewellery’s Pure as Love | Agency: Animal

Vim’s Making Dishwashing Easy | Agency: Lowe Lintas

Tanishq’s Marriage Conversations | Agency: Dentsu Webchutney

Swiggy Instamart | Agency: Lowe Lintas

Mondelez’s Not Just a Cadbury ad | Agency: Ogilvy India

Dove’s Stop the Beauty Test | Agency: Ogilvy India

Tata Cliq Luxury | Agency: Havas Creative Group India

Fastrack’s You Do You | Agency: Lowe Lintas Bangalore

Bournvita’s Get The Message | Agency: Ogilvy India

Nykaa’s Tum Hi Ho Nykaa | Agency: Sideways

Mohey’s KanyaMaan

Tinder’s Closure

Cult.fit’s Fitness Is Not An Option

Vicks’ Touch of Care | Publicis Singapore

CRED’s Great for the Good

The Body Shop’s #BloodyNatural

Prega News She Is Complete In Herself

Surf Excel’s Holi 2021