THE CREATIVE FIELDBOOK / SNS MEDIA TECH

Campaign studies

677 source-led reads, 12 per page. These numbered pages work without JavaScript. Search every study and lesson →

517
Retail / 2017DEEPER STUDY · 4 MIN READ

Chonkpur Cheetahs: a fictional team with real aspirations

Amazon India

A recurring fictional cricket team turns a broad product assortment into resources for successive steps towards an aspiration.

Editorial reading of the challenge: Amazon India’s Chonkpur Cheetahs campaign used cricket to explain a marketplace promise without starting with a catalogue. Group products by what a customer is trying to accomplish.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Serial storytelling
518
Consumer electronics / 2016DEEPER STUDY · 4 MIN READ

Samsung Service: We’ll Take Care of You

Samsung India

A delayed reveal gives a routine repair deadline a human purpose, making after-sales service the protagonist.

Editorial reading of the challenge: An appliance’s value does not end at the sale, particularly when getting help involves distance and uncertainty. Explain what a repair or response allows the customer to resume.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →After-sales service
519
Consumer electronics / 2019DEEPER STUDY · 4 MIN READ

Switch Off: a phone brand asks for a pause

Vivo India

A category reversal positions temporary non-use as evidence that the brand values the customer’s wider life.

Editorial reading of the challenge: A smartphone brand usually asks people to do more with a screen. Specify a small voluntary action rather than an unrealistic total withdrawal.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Category reversal
520
Beverages / 1999DEEPER STUDY · 4 MIN READ

Yeh Dil Maange More

Pepsi India

A mixed-language phrase turns a global instruction into a locally natural expression of aspiration.

Editorial reading of the challenge: Pepsi’s Yeh Dil Maange More campaign shows that localisation can require more than translating an international line. Preserve the strategic idea while allowing local rhythm and idiom.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Localisation
521
Automotive / 2021DEEPER STUDY · 4 MIN READ

Reclaim Your Life

Tata Safari

Vehicle power is reframed as personal agency over time, carrying a consistent philosophy across generations.

Editorial reading of the challenge: A car can be presented as a collection of specifications or as a way to imagine a different use of time. Explain what a feature enables in ordinary life.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Lifestyle positioning
522
Home improvement / 2025DEEPER STUDY · 4 MIN READ

Donate a Wall

Asian Paints / St+art India Foundation

A product-relevant contribution supports place-specific art that functions as a shared cultural surface.

Editorial reading of the challenge: Paint can appear in advertising as a finish on a private home, but Donate a Wall gives it a public role. Develop subjects with the people and history of the location.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Place
523
Travel / 2016DEEPER STUDY · 4 MIN READ

Fuelled by Love

British Airways

A reciprocal crew-passenger encounter gives a long-standing market relationship a specific human expression.

Editorial reading of the challenge: An international airline needs to explain more than the existence of a route when speaking to a market it has served for many years. Describe an observable action rather than an abstract service value.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Service
524
Food / 2002DEEPER STUDY · 4 MIN READ

Desh Ka Namak

Tata Salt

A familiar product attribute becomes a bridge to everyday integrity, supported by an announced social-contribution programme.

Editorial reading of the challenge: Salt is a familiar kitchen purchase whose functional claims can be difficult to distinguish in advertising. Connect emotional meaning to something the product or company can demonstrate.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Values
525
Household care / Date not verifiedDEEPER STUDY · 5 MIN READ

Washing Powder Nirma

Nirma

A repeated original audio identity, category cue and mascot reinforce brand recognition across changing executions.

Editorial reading of the challenge: A low-priced detergent still has to be recognised when shoppers reach the shelf. Make the name and category understandable without a complicated narrative.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Sonic identity
526
Beverages / Date not verifiedDEEPER STUDY · 5 MIN READ

I Love You Rasna

Rasna

A recurring affectionate sign-off connects a prepared-at-home drink with a recognisable shared occasion.

Editorial reading of the challenge: Rasna’s I Love You Rasna campaign gave a soft-drink concentrate an affectionate voice. Choose a real consumption ritual rather than a generic happiness claim.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Ritual
527
Consumer electronics / 1982DEEPER STUDY · 4 MIN READ

The Devil: Neighbour’s Envy, Owner’s Pride

Onida

A mascot personifies the campaign’s emotional proposition, giving the brand a coherent and repeatable identity.

Editorial reading of the challenge: A mascot does not have to be reassuring to be recognisable. Build its personality from the proposition rather than decoration.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Mascot
528
Personal care / 1974DEEPER STUDY · 4 MIN READ

The Waterfall Girl

Liril

A consistent combination of movement, water and music turns freshness into an immediately recognisable sensory world.

Editorial reading of the challenge: Liril’s waterfall advertising translated a soap attribute into a state of mind. Align setting, movement and sound around a single intended feeling.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Sensory storytelling
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