As the Internet user base in India continues to grow, brand managers and creative agencies are increasing turning to be YouTube for brand campaigns that are made to engage the audiences online. Digital ads create a level of brand engagement that is not possible through TV alone. On the Internet, people don’t just watch ads: they like them, comment on them, share them with friends and in some cases remake them.
Also, these campaigns have a global impact and reaches out to the global netizens. Some of the major global brands have come up with campaigns made exclusively for YouTube.
Moreover, creative professionals are experiencing a new high in the era of digital platforms, which is unshackling the talent of skilled advertising professionals in India. Ads with humour, emotions, babies, tech companies now rule. Among these are Cadbury 5 star ad featuring funny duo of Ramesh and Suresh, Google reunion campaign which reunites friends split by partition, Evian and Nestle KitKat baby ads.
Here are the top 10 ads on YouTube in India (by views) on 2013:
* Dove Real Beauty Sketches: The short film used an FBI-trained sketch artist to draw women first based on their own self-perception and then based on that of a stranger. Released exclusively on YouTube, campaign has a very high emotional quotient as it touches the cords of human perception around how they perceive themselves as compared to other individuals.
* Lifebuoy help a child reach 5: Each year, in India, over 2 million children die before their 5th birthday due to infections that can be prevented by simply hand washing with soap. This film for Unilever’s Lifebuoy soap, by Lowe Lintas, tells the moving story of a father’s celebration of his son reaching the age of 5. The film won a silver lion at Cannes 2013, Content tailor made for YouTube, divulges into a very serious issue in India which is to prevent child mortality by early age infections like diarrhea etc, crossing over 10 million hits on YouTube campaign has been a huge success because of its socially sensitive nature.
* KitKat dancing babies: This digital campaign is symbolic of success humorous content enjoys on YouTube. The highlight of the video is the infectious music track, created by celebrated music producer Mikey McCleary. The ad film was directed by Shyam Madiraju, from Gobsmack, Bobby Pawar, Chief Creative Officer, JWT, and Madiraju worked closely with animation experts