Reviewing India’s most memorable PR campaigns of 2024
26 Dec 2024
26 Dec 2024
2024 was another memorable year for PR in India, as agencies collaborated with brands big and small to craft campaigns that evoked emotions while sharing a message. There were highs and lows as agencies played with different trends, from going back to basics to trying new formats. Let’s talk about some of the standouts.
Companies today aren’t afraid to take on controversial or unconventional ideas and make them their own. The Bisleri #DrinkItUp campaign falls into this category. Their much-shared ad featured Deepika Padukone dancing to a popular song with a group, highlighting that hydration has as much of a place in a party as alcohol or soda. Tanishq has consistently invested in ads that uphold gender equality and the spirit of womanhood. This year’s Diwali ad was no different, with its delightful portrayal of modern women as “nav-raanis” – women who wear many hats, are comfortable seeking YouTube’s help when draping a sari, and make sure to celebrate Choti Diwali with their child even after a long day at work.
Print ads came back in a big way in 2024. Blinkit used them to excellent effect during Rakhi, running a multi-city ad campaign around the theme of “lifafa not equal to gift” and showcasing the wide variety of gift items that siblings can order on Blinkit rather than resort to the same envelope of cash. It was an easily appealing way to promote Blinkit’s 10-minute delivery service and fuelled wide adoption of Blinkit in tier-2 and tier-3 cities. The Times of India is known for using its front page to great effect, and it did a heartwarming tribute to Ustad Zakir Hussain on his passing, referencing the iconic Taj Mahal Tea campaign. Amul too continued its trend of eye-catching billboard ads featuring the signature artwork with the Amul girl, paying tribute to Ustad Zakir Hussain as well as to Gukesh Dommaraju on his being crowned World Chess Champion.
2024 had its share of misses, starting with the infamous Poonam Pandey controversy. What was conceived as an attempt to raise awareness for the silent killer that is cervical cancer became a sensationalised stunt where an influencer faked her death for two whole days. This was an ineffective and poorly-planned use of the “true story” strategy, wherein a celebrity uploads a post or video of themselves doing something designed to grab eyeballs.
Zomato, long known for its catchy social media ads and push notifications, also got into hot water with its “job post” campaign. In November, the Zomato CEO announced a role where the successful applicant – instead of being paid a salary – would pay him 20 lakhs for the privilege of learning directly from him. The ad generated considerable backlash, with many citing its tone-deafness in the current economic climate where layoffs are on the rise. In response to the flak, Zomato released a full-page Times ad stating that readers need not actually pay them 20 lakhs, but that they can pay INR 30 for a Zomato Gold membership. It was an attempt at being lighthearted, but ultimately failed to justify its controversial stance.
Often, PR campaigns that failed to have the right impact weren't bad ideas to begin with. The Poonam Pandey campaign was an example of that, as was the recent YesMadam email campaign. The brand garnered headlines for its email firing all employees who cited significant stress at the workplace with immediate effect. Two days later, it shared a clarification post saying that the employees had not actually been fired, but had been encouraged to go on leave to recuperate. While the brand's goal was laudable – to highlight the unspoken impact of mental health issues at work – pretending to fire its employees only ended up causing them more stress and anxiety. As PR professionals, it is important to treat sensitive issues with the respect they deserve rather than sensationalise it just for more engagement.
Generative AI is transforming every aspect of marketing as we know it, and ad campaigns are no different. Zomato leveraged AI during the 2024 IPL season to create tailored messages for cricket-loving audience members using ambassadors like Samantha Prabhu and Ranveer Singh. A similar strategy was used by Cadbury Celebrations during Diwali, leveraging Shah Rukh Khan to create hyper-personalised ads that promoted local stores. Ads like this help to make the customer feel closer to the brand, as they feel like the brand is speaking directly to them. And with generative AI, this can be done at a far grander scale than through traditional methods.
In 2025, we can expect to see AI dominate much more of the advertising space. Its convenience and scope for creativity is without peer, and we are keen to see how this shapes a new era of one-to-one marketing and communications. At the same time, the values that underpin good PR should still be respected. Honesty, authenticity, and respect for the audience matter far more than spikes in engagement or celebrity endorsement, and as PR professionals, it is vital to carefully consider and test the impact each ad might have before releasing it. We're delighted to have created meaningful impact for our clients for over 8 years now, and we're excited to see what 2025 brings. And if you’re looking to amplify your PR strategy this year, do reach out to us. We’d be happy to help.
