India’s advertising industry has always been a hub of innovation, emotion, and storytelling. Over the decades, a few ad films have gone beyond selling products — they’ve connected deeply with audiences, shaped pop culture, and redefined what creativity means in Indian advertising. These timeless campaigns prove that great storytelling, emotion, and authenticity are the true hallmarks of impactful branding.

Here’s a look at five iconic Indian ad films that revolutionized creativity in advertising and continue to inspire today’s marketers and filmmakers.

1. Cadbury Dairy Milk – “Kuch Khaas Hai” (1994)

Agency: Ogilvy & Mather
Directed by: Shoojit Sircar

This classic Cadbury ad, featuring a young woman joyfully dancing on a cricket field, became an instant cultural phenomenon. It broke away from traditional, stiff advertising styles and celebrated pure emotion and spontaneity.

Why it worked:

  • It humanized the brand and associated Dairy Milk with joy and celebration.

  • The storytelling was simple yet deeply emotional, capturing India’s love for cricket and happiness.

  • The tagline “Kuch Khaas Hai Zindagi Mein” became iconic.

Impact:
The ad redefined chocolate consumption in India, turning it from a children’s treat into something for everyone.

2. Fevicol – “The Unbreakable Bond” (1999)

Agency: Ogilvy & Mather
Directed by: Prasoon Pandey

Fevicol’s ads have always stood out for their humor and creativity, but this one — featuring a crowded bus that miraculously stays intact thanks to Fevicol’s “bond” — is legendary.

Why it worked:

  • Brilliant use of metaphor to convey product strength.

  • Relatable and humorous storytelling that made audiences laugh while remembering the brand.

  • A strong recall value with minimal dialogue.

Impact:
Fevicol became synonymous with unbreakable strength, setting the gold standard for humor-driven Indian advertising.

3. Vodafone ZooZoos – “You and I” Campaign (2009)

Agency: Ogilvy & Mather
Directed by: Prakash Varma

When Vodafone introduced the ZooZoos during the IPL, they instantly captured everyone’s imagination. These white, balloon-like characters delivered brand messages in a fun, universal, and visually distinct way.

Why it worked:

  • Unique visual identity that stood out in a crowded ad space.

  • Each short film delivered a clear message about Vodafone’s services.

  • Universal humor made it appealing to all age groups.

Impact:
ZooZoos became a cultural icon and a case study in brand mascots done right — proving that creativity and simplicity can create massive engagement.

4. Tanishq – “Remarriage” Campaign (2013)

Agency: Lowe Lintas
Directed by: Gauri Shinde

This Tanishq ad broke social stereotypes by depicting a woman getting remarried — a theme rarely portrayed positively in Indian advertising at the time.

Why it worked:

  • Powerful emotional storytelling with social relevance.

  • Subtle brand integration with jewelry symbolizing new beginnings.

  • A bold, progressive message that resonated deeply with modern India.

Impact:
The ad helped Tanishq establish itself as a brand that celebrates inclusivity, empowerment, and real emotions.

5. Google India – “Reunion” (2013)

Agency: Ogilvy & Mather
Directed by: Amit Sharma

The Google “Reunion” ad told the moving story of two childhood friends separated during the India-Pakistan partition, reunited through a simple Google search.

Why it worked:

  • Emotionally charged storytelling that transcended borders.

  • Seamless product placement that showcased the power of Google search naturally.

  • Universal appeal with strong nostalgia and humanity.

Impact:
The ad went viral globally, proving that emotional storytelling can bridge cultures and position technology as a force for good.

Conclusion

These five ad films not only pushed creative boundaries but also showcased how advertising can become a form of storytelling that inspires, entertains, and connects people. Whether it’s the emotional warmth of Cadbury, the wit of Fevicol, or the social impact of Tanishq, these campaigns remind us that the best ads don’t just sell — they tell stories that stay with us forever.


Elyts Advertising and Branding Solutions | www.elyts.in  (India) | www.elyts.agency  (UAE)