Work That Speaks: Top 10 Clutter Cutters of 2021

From a long list of 57 campaigns, we focus on 10 that raised the advertising bar in the category in 2021, while building the brand and getting its message across.

By Gokul Krishnamoorthy

It’s an almost impossible task to create a “Top 10” of the year that the whole universe will agree on. Nevertheless, we try, in the belief that there deserves to be a pedestal for the best of the best, based on certain parameters which, even unstated, would be obvious to a trained eye.

But first, kudos to those who made the long list. And here are the brands that made it to this list from which the “Top 10” was selected:

1. Speak G – G for genius

2. Laadli (People First) – WFH Harassment

3. Tata Sky – Lohri

4. Byju’s – From parents to partners

5. Aisle – One By Two – Designed For Indian Romance

6. Dove – Stop the beauty test

7. Surf Excel – Rang Achche Hain (Holi)

8. Cadbury Silk – How far will you go for love? (Valentine’s day)

9. Unacademy – Teach Them Young

10. Tanishq – When It Rings True

11. Facebook – Kaju, Rizwan

12. TrueCaller – Shabd – #ItsNotOkay

13. Vi – #SpeedSeBadho

14. PhonePe – Best for #JustPhonePe

15. Upstox – Karke Toh Dekho

16. JustDial – India Ka B2B Marketplace

17. Bison Panel – From Home Boats to Home Cabinets

18. LivSpace – Don’t try this at home

19. Taj Mahal – Fursat Wali Chai

20. CRED – Great for Good

21. Bhima – Pure as love

22. Cadbury Dairy Milk – Say Thank You

23. TVS EuroGrip – For a country full of turns

24. Fogg – The Elephant in the Room

25. P&G Shiksha – Munni

26. The Pink Foundry – Your skin is stronger than you think

27. Tanishq – Small Big Moments

28. Zee5 – Stories

29. Lenovo Ideapad – Bilkul Dost Jaisa

30. JSW – #RuknaNahinHai (2021)

31. DisneyPlus Hotstar – Gogo is back

32. Glow & Lovely – Post-Olympic Film

33. Malabar Gold – Brides of India

34. HDFC Mutual Fund – Barni Se Azadi

35. Cultfit – Fitness is not an option

36. Amazon – Raksha Bandhan (2021)

37. CEAT Securadrive – Baraat, Cricket, Delivery

38. Ambuja Cement – Deewaar 2

39. Cadbury Dairy Milk – Good Luck Girls

40. BPL – Merry Little Things

41. Mahindra Furio – Double Guarantee

42. Tata Cliq – Every relationship is a gift

43. Instagram – We’re Doing

44. Dream11 – #DreamBig

45. Groww – Yeh Sabka Hai Market

46. ​​Swiggy Instamart – Chocolates, Tea, Soap

47. HP – Diye Se Diya Jalao

48. Tanishq – Marriage Conversations

49. Cool Center – Pardah

50. Godrej Properties – Daily Joys

51. PaisaBazaar – The Sweet Sound of Wood

52. Campus Shoes – What’s your move?

53. PolicyBazaar – Zindagi Ka U-turn

54. Vedantu – Proud of You

55. McDonald’s – Eatqual

56. Winkies – A Different Christmas

57. Liquid Vim – Nazariya Badlo

Now, the purpose of posting the longlist is not to tease or maximize traffic. This explains why it was not featured as a separate story. The reason we feel the need to post the long list is that with a different set of goals, maybe the top 10 that would appear would be different.

So how did we come to the long list, you ask? Let’s start at the beginning. publishes a weekly “Work That Speaks” ad review column, selecting mainstream work that stands out and helps take advertising in the category up a notch or more. How does a job elevate category publicity? Raising the bar, changing the goalpost (for good), finding a wider goal, or even zigzagging for flavor and favor when the world zags. By making category codes better, doing them differently, or successfully rewriting them.

From these weekly reviews, a monthly top 10 selects even fewer campaigns based on the above metrics, digging deeper into strength of strategic thinking, originality, creative manifestation and quality of execution – in that order .

Of those who made it to the Monthly Top 10 Clutter Cutters from January to December 2021, came the said long list, comparing work over several months to see which ones really stood out. It took a few weeks of thinking and a lot of stress before we could focus on the top 10.

From the long list, in our opinion, these are the top 10 – clutter cutters that have defined the past year.

#10 Cultfit – Fitness is not an option

#10 LivSpace – Don’t try this at home

#9 Tata Cliq – Every relationship is a gift

#8 Cadbury Dairy Milk – Good Luck Girls

#7 Unacademy – Teach Them Young

#6 Dove – Stop the beauty test

#5 Tanishq – When It Rings True

#4 CRED – Best for Good

#3 PV – Diye Se Diya Jalao

#2 Byju’s – From parents to partners

#1 Bhima – Pure as love

(Organized by Exclusive to FE BrandWagon online. Your comments/contributions are welcome at: [email protected] /[email protected])

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