New Delhi: Google-owned streaming platform YouTube has released the YouTube Ads Leaderboard, a list of ads and promoted videos that engaged the viewers during the first six months of the year. The list is determined by an algorithm that factors in paid views, organic views and audience retention (how much of a video people watched). The YouTube views mentioned are between January and June this year.
As per the company, the 10 ads clocked four lakh hours of watch-time, with over 60% on mobile devices. Storytelling emerged as the winning ingredient for Indian viewers, with six of the 10 ads running far longer than the typical 60-second television commercial. The average duration of these videos is close to two minutes.
Bajaj V – The Invincible: The long-format campaign executed by creative agency Leo Burnett cajoled consumers to own a piece of history highlighting that the motorcycle brand ‘V’ has been made of metal from India’s first aircraft carrier, INS Vikrant. Posted on 31 January, the ad has garnered over 3.5 million views. Leo Burnett won a Bronze Lion in the Promo & Activation category under Cars & Automotive Product & Services category in Cannes this year.
Amazon #ApniDukaan: The e-commerce giant persuaded offline shoppers to try Amazon, positioning it as their own neighbourhood store. The ad featured consumers across age groups and gender being introduced to the platform and its multiple features such as easy returns, original products and timely delivery. Created by Orchard Advertising, the campaign has garnered over 2.8 million views.
MakeMyTrip #BefikarBookKar - Taxi: Ever since its launch in 2005, MakeMyTrip (MMT), for the first time, roped in popular Bollywood stars Alia Bhatt and Ranveer Singh to drive growth of its online hotel booking category. The ad features Bhatt as a taxi driver showing Singh a variety of stay options as he arrives in a new city. Made by creative agency Publicis Capital, the ad has received over 2.5 million views.
Royal Challenge Sports Drink - #PlayBold India: The over three-minute-long fan anthem was created by DDB Mudra and liquor company United Spirits Ltd to support and cheer Team India. The video features a montage of people across different locations along with celebrities like Virat Kohli, M.S. Dhoni and singer composer duo Salim Merchant and Vishal Dadlani. The video has got over 2.3 million views.
Hitachi Home #NothingDirty Anthem ft. Badshah: Consumer durables company Hitachi Home partnered with rap artiste Badshah to create a rap anthem to promote its I-Clean range of air conditioners. The digital campaign was conceptualized by Dentsu Creative Impact and was executed by Sony Music (which handles Badshah). The video uploaded on 6 April on Hitachi Home’s official YouTube channel has garnered over 1.5 million views.
Star Sports - Mauka Mauka: Star Sports brought back its popular Mauka Mauka campaign to promote India vs Pakistan ICC WT20 2016 match scheduled on 19 March. The ad featured a Pakistani fan recording a message for Shahid bhai (Shahid Afridi) urging him to beat India. Created in-house, the promo has received 1.5 million views.
Coca-Cola Supermarket TVC: After shifting its positioning from ‘Open Happiness’ to ‘Taste the Feeling’ in January this year, the beverage maker rolled out its first desi campaign under the new brand positioning featuring Bollywood star Sidharth Malhotra. Made by brand’s global agency Sra Rushmore, the spot, uploaded on 11 March, has received more than 1.3 million views.
Pepsi Emoji Virat Kohli campaign: In a first, Pepsi India along with its creative agency JWT created a unique 360-degree campaign around emojis. The series of television campaigns with the tag line ‘Pepsi thi jeet gaya’ was created featuring people with emoji faces. The compilation of the spots, uploaded on 8 May on the company’s official channel, has got more than 1.3 million views.
Ariel Share the Load: P&G-owned detergent brand Ariel released a powerful digital campaign , albeit with a twist. Unlike the previous Share the Load campaigns, the film was a powerful monologue of an elderly father who observes his daughter juggling her family and professional duties. The man asks himself a pertinent question: whether he has set the right example for her and pledges to help his wife in household chores. The film propagates that laundry shouldn’t be a women’s job only. Crafted by BBDO India, the film got over 1.2 million views.
Samsung S7 and S7 Edge: In this official introductory video , Samsung Mobile reveals its premium Galaxy smartphone line with two new launches—S7 and S7 Edge. The campaign, created by Wieden+Kennedy, resembles a typical smartphone ad which highlights product features and design. The ad has received more than one million views.