Volkswagen India issued a tongue-in-cheek apology for several problems its car owners face behind the wheel. That the car would be constantly borrowed by family members; that you would want to just sit in the parked car and enjoy some music, just to enjoy the cabin feel. “We sincerely apologise for making Volkswagen so irresistible,” went the cheeky marketing campaign by Volkswagen Downtown Mumbai. Netizens loved it and, soon, brands ranging from Reliance Digital to Zoff followed suit. If imitation is the best form of flattery, then the campaign certainly worked.

Solid gold

Think of gold and you tend to think of jewellery or coins, not funds or bonds. The World Gold Council’s India-focused gold ETF campaign does its job without fuss. The campaign, created by BBDO India, communicates a new way of investing in gold without owning the yellow metal. It targets young investors and highlights the benefits through three films. The one titled ‘Low Entry Barrier’ humorously illustrates how gold ETFs offer a solution to end-of-month financial woes, and that investing in gold is possible with as little as ₹200, highlighting easy accessibility, regulation, and physical backing.

AI companion

Trying to rustle up gulab jamun in the kitchen and the sweet rounds just split up? In a shop to buy a gift for a friend and stuck on what to choose? All you need to do is whip out your Samsung phone and ask the AI companion for help. Cheil India’s campaign for Samsung’s latest flagship devices — Galaxy S25 Ultra, Galaxy Z Fold7 and Z Flip7— highlights how the phone’s AI capabilities empower users to stretch the limits in everyday situations that demand simple and instant solutions, and add seamless intelligence to casual moments.

Integrity in every word

The Hindu’s new campaign, ‘Written by Journalists’, created in collaboration with Talented, reaffirms the publication’s 147-year-old legacy of journalism built on rigour, responsibility, and respect for the reader. At a time when misinformation spreads faster than facts, and sensationalism often overshadows substance, The Hindu stands apart for its editorial integrity. The campaign captures this with quiet confidence. It also features a series of bold one-liners displayed on OOH sites across the country. A quirky radio series is in the works, too.

More Like This

Published on November 17, 2025