The Drum Awards Festival - Media

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By John Glenday | Reporter

October 28, 2016 | 2 min read

Google has lifted the lid on YouTube adverts which have done most to captivate Indian audiences through publication of a top ten list headed by Dettol’s Sheron ke Panje ad.

The top ten chart covers the three months from July to September 2016 and includes well known western brands such as Amazon and Pepsi as well as local heroes such as Bajaj and Myntra - the latter of which now sits alongside apparel group Jabong following its purchase by parent company Flipkart.

Cumulatively these ten adverts accounted for an impressive 280,000 hours of viewing time between them with 72 per cent of that accounted for by mobile devices.

Whilst a diverse range of brands, one recurring theme of the successful ten was a focus on emotionally engaging content, with Indian viewers responding well to having their heart strings tugged. Seven of the ten ads featured by Bajaj, Amazon, Micromax, Pepsi, Idea and Airtel all adopted this approach.

More specifically three of the featured brands; Dettol, Madhya Pradesh Tourism and Kinder Joy, adopted the perspective of children to tell their story.

The India YouTube Ads Leaderboard

Dettol’s ‘SheronKePanje’

Amazon India’s ‘#MomBeAGirlAgain’

Madhya Pradesh Tourism’s ‘#MPMeinDilHuaBachaSa’

Bajaj Auto’s ‘Bajaj V- The Invincible’

Idea’s ‘#BiggestSmallChange’

Kinder Joy’s ‘Kinder Joy New Imagination’

Micromax’s ‘Kapil Sharma ne Dikhaya #AngrezipantiKoAngootha’

Pepsi’s ‘Pepsi Mood Vending Machine – A good exam ends with #PepsiMoji’

Airtel India’s ‘#AirtelOpenNetwork

Myntra’s ‘Fashion Kar le, Style Bana le with Myntra’

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