A new report by Wizikey - The Power Rankings 2020: Top 10 Brand Campaigns, highlights the top brand marketing campaigns of the year 2020.

1. POWER RANKINGS
TOP 10 BRAND
CAMPAIGNS
WIZIKEY NEWSMAKER REPORT 2020

2. Introduction/Exec Summary
When it comes to reaching the audience and remaining
in the game - various brands try to grab the eyeballs
with their creative advertisements - brainstorming and
jostling their grey cells to make their campaign as
attractive as possible. But sometimes too much of a
concept leads to controversy, ban, or appreciation -
depending upon how the viewers perceive the idea.
From quirky ads involving 90’s Bollywood actors to
mocking caricature. Some faced the rant of the netizens
for hurting the feelings, others got support citing
exploitation of the right to freedom of expression. These
various controversies are highlighted in the upcoming
sections.
Creating Positivity
In a year in which people were left wondering what does
the future hold for them, brands made sure that they
share some positive vibes for their audiences in this
pandemic. Brands made the human resolve to
overcome any kind of pandemic their focal point and
rallied around it. The Asian paints campaign of "Stay
home, Stay safe" was a prime example of the same that
created much impact n the minds of its consumers
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Taking the quirky route
"Love them or hate them, you just can't ignore them".
Some brands lived by these words and set the bar for
being quirky in their communications. Whether it was
CRED bringing in celebrities only to end with their
standard one-liner, highlighting the exclusivity of the
brand or Zomato asking its customers to help them
make their ads better and thus creating a contest
around it, brands made sure that they remain the hot
topic for discussion amongst people.
Scouting Controversy
We saw brands facing the dark side of creativity as well,
with certain sections of people not liking what they
heard or saw resulting in a bit of controversy. Be it
Tanishq's take on inter-religion marriage or Amul trying
to highlight the Chinese-app bans, the brands remained
in controversy for their take on the subject and had to
face some amount of public outcry for not being
sensitive enough.

3. 03
Tanishq, Baby Shower - Tanishq got entangled in a major controversy citing cultural and religious sentiments being hurt.
The TVC featured a Hindu girl married in a Muslim family where they celebrate her baby shower - a custom not primarily
belonging to Muslim culture. The ad film wanted to project the idea of oneness as well as a liberal family that was more
concerned about their daughter-in-law’s happiness. But somehow this projection of theme went haywire with the
community.
Amul, Exit the Dragon - A case of cross-boundary objectification where the country's top dairy brand started a campaign
titled ‘Exit the Dragon’ showcasing the iconic Amul Girl telling the dragon to exit – a critical reference to boycott of the
Chinese products. Shortly after the cartoon was posted, the Twitter account of Gujarat Milk Marketing Federation (which
owns Amul) was blocked or suspended due to Twitter's security policy.
Spotify, Wrapped - A marketing strategy to proliferate its sales - 'Wrapped 2020', a campaign promising detailed insights
on artists, songs, genres, and podcasts based on user’s listening preferences particularly in 2020. This was followed by
additional in-app features such as quizzes, new badges and top songs.
A little about the top campaigns
WIZIKEY POWER RANKINGS 2020:
TOP 10 BRAND
CAMPAIGNS

4. Zomato, Consumer created campaigns - started off with a campaign where Zomato asked the public to come up with
ideas for advertisements for Zomato with the best creative idea being awarded prizes with up to 25 lakhs. This was a
much-needed push in their brand marketing due to negative views on its previous outings on social media.
Asian Paints, Stay home stay safe - released a new film that touched the typical Indian household and the day-to-day
lifestyle primarily focussing on how Indian houses are adjusting to 'new-normal' amid the nationwide lockdown to
prevent the coronavirus spread. They projected the motto to stay safe and stay indoors through its tag-line 'Har Ghar
Kucch Kehta Hai'. Also, the new ad carries forward of work-from-home and exploring the changing roles of family
members during the necessitated confined stay for an extended period.
CRED, Not everyone gets it - CRED, the IPL’s official partner this season, has created quite a stir with its campaign ‘not
everyone gets it’. The company is a member-exclusive online platform to pay credit card bills. The CRED ads with Anil
Kapoor, Bappi Lahiri, Madhuri Dixit, Udit Narayan, and Govinda have become the most talked-about campaign of the
season. They have definitely hit a home run with the audition-styled campaigns with extremely catchy lines.
Pulsar, 18 years of thrill - Bajaj celebrated the 18th anniversary of the 'Pulsar' series of motorcycles this year. Bajaj Auto
currently sells motorcycles in over 65 countries across the globe. They have sold more than 1.2 crore units of the 'pulsar'
bike since its launch in 2001. 'Pulsar' being the sports motorcycle offering from Bajaj was the idea behind the campaign
'18 years of thrill'.
HUL, Glow, and Lovely - The campaign to rebrand one of HUL’s flagship brands - 'Fair & Lovely' was aimed at taking
forward the conglomerate's journey towards a more inclusive vision of beauty and eliminate any wrong perceptions
about the brand. The brand has now given the name 'Glow & Lovely'.
04

5. 05
HDFC, Hum haar Nahi maanenge - HDFC Bank carried out an ad campaign based around the song ‘Hum Haar Nahi
Maanenge’. The song is based on overcoming the difficulties posed by the COVID-19 pandemic. The wonderful song was
penned by Joshi, composed by maestro AR Rahman and conceptualized by HDFC Bank.
Google, Loretta - In January of 2020, Google aired a heartbreaking commercial titled ‘Loretta’. The commercial began
with a man typing into Google "how to not forget," and then asking his Google Assistant device to show him photos of his
late wife named Loretta. The man then continued to ask Google to remember certain things about her like the fact that
she hated his mustache, loved going to Alaska, and always snorted when she laughed. In the end, Google recites all of the
things the man had asked the device to remember. The ad closes with the man saying “Remember, I am the luckiest man
in the world.” It was later told that the commercial was based on the real-life story of a Google employee's 85-year-old
grandfather.

6. Top 10 (With Wizikey Rank and Score)
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7. Prominence Score
Coverage in reputed media
houses
Sentiment Score
Indicator of perception of
the company in the media
Metrics Description
Range Score R1
Extent of engagement with
diverse journalists
Range Score R2
Extent of engagement with
diverse publications
LeaderHead Score
Company focused media
coverage
Volumetric Score
Quanta of news covered in
the media
Wizikey Newsmaker Score
Combined weighted score
of all the metrics
Wizikey Rank
Ranking assigned based on
Wizikey Newsmaker Score
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8. Methodology
A total of 5 million news articles sourced from over the year have been used
for analysis in this report.
Over 20K+ distinct journalists have been covered in the analysis. These
articles are spread across 500+ distinct publications.
We have considered the top 10 Indian advertisements (Sourced from third
party research and News platforms)
Wizikey has extensively studied the data and has applied NLP, Data Mining,
Text Analytics, and relevant statistical concepts to formulate the data
points that we present in this report.
NewsMakers 2020 is a report that has been created with Wizikey’s proprietary
AI and ML technology, data mining, and analysis for Top Indian Campaigns.
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9. Data Sources
Wizikey crawled internal data - for Analysis
Alexa Ranking (https://www.alexa.com/siteinfo) - for Analysis
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10. Launched in 2019, Wizikey is a PR Software-as-a-Service
that uses data and AI to simplify PR, making it
transparent and measurable for Fortune 500 companies
and startups alike. It enables users with features like
real-time media intelligence, helping to deliver stories to
the right journalist across geographies and languages.
It is the first process automation and news analytics
software to accelerate the digitization of external
communications for companies. It helps companies
with media intelligence and outreach to create news
that evokes trust with consumers.
Wizikey leverages big data technologies including
predictive analytics and machine learning - to analyse
millions of news data points. This creates meaningful
and actionable insights for companies - right from
identifying patterns and trends in the industry to
sentiment analysis of the news. It enables companies to
dig deeper into topics which are contributing to low
trust for them with consumers.
About Wizikey
Software that builds trust
Real-time
news monitoring
Discover relevant
media from 20k+ journalists
Collaboration with teams
across geographies
Execute & Monitor
PR Campaigns
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11. Write to us on: reports@wizikey.com
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