#SocialThrowback: 10 campaigns that fell flat in 2017

campaigns that fell flat

Social Samosa takes a look at 10 campaigns that fell flat across platforms this year.

This year, we saw plenty of ads from established brands that may have spent a lot of moolah, but failed to stand out and create a good recall. Roping in celebrities alone, can never guarantee the success of any ad campaign and a number of campaigns exhibited that.

In every category there is immense clutter today. Until and unless, the messaging is sharp and to the point, consumers lose interest and they will either change the channel or will skip the ad.  No doubt, digital gives brands the scope to be not bound by time, but again human brains have very limited attention power.  Oppo Mobile’s 7-minute long digital ad featuring Virat Kohli and his boys failed to strike a chord with the audience because of its long duration and dragging story line.

Salman Khan’s Dixcy Scott underwear TV ad continues to use hilarious tonality, like their previous ads, but it fails to make a mark this time around. Swiggy’s latest branded ad with AIB titled ‘Lightning Fast Movies’ had a good script, but it didn’t do justice to the brand according to experts.  Viewers will remember the ad because of AIB and Swiggy has no brand recall.  Roposo’s maiden digital campaign titled ‘By The People’, featuring actor, Amol Parashar too fell flat in terms of its creative execution and messaging.

Fevikwik which is always known to churn out witty content, this time missed the bus in their latest ad ‘Khushiyon ke chand Pal’. Inspite of the beautiful locations, Priyanka Chopra’s Nirav Modi campaign, failed to impress.

Social Samosa takes a look at 10 such campaigns, both TV and digital from this year, which failed to create a mark and stand out

  1. Oppo Mobiles The long format story-telling featuring the Indian cricketers failed to strike magic with the audience and stand out.2. Roposo TVRoposo TV’s digital first ad failed to make use of the online platform and stand out.3. OLXAs far as the other OLX campaigns are considered, this ad failed to live up to the expectation of the brand, which has always churned out witty and hilarious content.

    4. Fevikwik

    The fisherman ad of Fevikwik is still fresh in our memories, such was the impact of the brand’s commercials, which have always stood out. However, this time, through the series of ‘Khushiyon ke Chand Pal’, the brand fails to create a mark.

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    5. Rajnigandha Pearls

    Inspite of the controversy attached with celebrities endorsing pan masala brands, Priyanka Chopra continues to do so. The storyline makes no sense at all.

    6. Dixcy Scott

    Salman Khan’s desperate attempt to make people laugh with his antics in the Dixcy Scott ads fails to impress the audience.

    7. Lia Agarbatti

    Arunima Sinha endorsing Lia Agarbatti didn’t make a great brand fit and thus the ad fell flat.

    8. Save the boy Child

    The ad faced criticism from few ad veterans as the thought of young boys speaking about sexual assault and violence didn’t go down well.

    9. Nirav Modi

    Inspite of the brand roping in big celebrities like Sidharth Malhotra and Priyanka Chopra, the brand failed to create a magic.

    10. Swiggy

    Swiggy’s branded content with AIB was not successful because the focus on the brand was extremely less.

    Let us know about your thoughts on campaigns that fell flat in the comments section below or write to us at [email protected]

    The article is a part of our Social Throwback series that recaps the year that was for the industry. 


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