Nostalgia, humour, AI magic and stories we loved: 15 ads that defined 2024

In 2024, the advertising landscape continued to evolve, fuelled by creativity, nostalgia, and social media’s unmatched ability to amplify stories. From reviving iconic characters and movie casts to sparking meme-worthy conversations, brands leaned heavily on cultural connections. Meanwhile, influencers, AI and quirky narratives became game-changers, proving the limitless potential of storytelling. While some ads thrived on humour and relatability, others drew criticism, sparking widespread discussions.

This year’s headlines were dominated by campaigns that merged entertainment with marketing, offering a unique blend of emotions, nostalgia and innovation. Whether it was rekindling conversations about classic films or redefining festive magic with a technological twist, these ads ensured they were the talk of the town. Here’s a curated list of the top 15 most talked about advertising moments of 2024, showcasing how brands captivated audiences and kept the buzz alive.

15. Rohit Shetty for Snickers

The Snickers India ad features Bollywood director Rohit Shetty as a driving instructor who, when hungry, reverts to his action-packed persona, performing stunts during a lesson. This humorous portrayal effectively reinforces Snickers' "You're Not You When You're Hungry" campaign.

14. Dream11’s nostalgic spin: A 3 Idiots reunion?

The Dream11 ad featuring Aamir Khan, Sharman Joshi and R. Madhavan began viral overnight. With its cricket-themed narrative and nostalgic appeal, it became a cultural phenomenon. This ad created buzz by humorously recreating scenes of 3 Idiots, sparking conversations about a potential sequel.

13. OPPO Reno11 and the Wake Up Sid connection

This ad reunited Ranbir Kapoor and Konkona Sen Sharma, sparking hopes for a Wake Up Sid sequel. The elegant storytelling and nostalgic chemistry captured viewers’ hearts.

12. CRED’s blockbuster collaboration: SS Rajamouli and David Warner

CRED brought together visionary filmmaker SS Rajamouli and cricketer David Warner in an ad packed with cinematic flair and playful banter, earning praise for its creativity.

11. Arshad Warsi revives Golmaal for Flipkart

Flipkart roped in Arshad Warsi, channelling his iconic Golmaal character to promote Black Friday deals. The ad blended humour and nostalgia, resonating with audiences instantly.

10. Myntra’s Home Collection by Masaba Gupta

Masaba Gupta collaborated with Kusha Kapila for Myntra’s home collection, blending style with wit. The chic campaign highlighted home decor in a fresh, relatable manner. This ad got attention as an influencer like Kusha stepped in to promote a TVC, which was followed by her Vaseline TVC as well.

9. Manforce Condoms’ bold move featuring Dolly Singh

Dolly Singh’s unapologetically quirky take on intimacy in the Manforce ad stood out for its humor and progressive messaging, challenging stereotypes. This ad again got a lot mixed reviews for using an influencer to promote manforce.

8. Myntra BFF Auditions: Fashion meets friendship

Myntra's "BFF Audition" campaign went viral, featuring Bollywood stars and influencers humorously competing for attention, only to be overshadowed by Karan Johar. The campaign, tapping into meme culture and pop references, resonated with Gen Z.

7. AI Controversy in holiday magic

A festive ad by Coca-Cola faced backlash for its heavy reliance on AI, prompting debates about authenticity in advertising while still managing to generate intrigue. People called the brand lazy and out of creativity, there was a lot of flak around this.

6. Swiggy’s influencer-powered food frenzy

Swiggy tapped influencers like Puneet Superstar, the Vada Pav Girl, Ganji Chudail, and many more viral influencers, that have been cringestars of instagram, for a quirky campaign celebrating everyday food cravings, making it a social media hit.

5. Knorr India × Squid Game

Knorr India's ad, inspired by Netflix's "Squid Game," introduces a high-stakes noodle-slurping challenge. The commercial cleverly combines the show's intense atmosphere with Knorr's Korean ramen range, engaging K-culture enthusiasts and promoting the "Dare-to-Slurp" campaign.

4. MS Dhoni’s musical moment: ‘Bole Jo Koyal’ EMOTORAD

MS Dhoni’s singing debut in this ad blended nostalgia with a dose of humor, delighting fans of both the cricketer and the classic tune. In this campaign, Dhoni is seen riding an electric bike and singing Bole Jo Koyal , blending nostalgia with humor. The ad went viral for Dhoni’s quirky rendition of the classic song and the use of CGI elements, cementing its appeal?.

3. Zepto’s sweet comeback: Soan Papdi revival

Zepto’s Soan Papdi campaign, titled "Make Soan Papdi Great Again," humorously transformed the widely mocked, regifted sweet into a festive hero. By anthropomorphizing the sweet and addressing its meme status, Zepto turned the much-memed Soan Papdi into a marketing masterstroke, combining wit and nostalgia to redefine this festive staple.

2. Netflix Playback 2024

Netflix India's "Playback 2024" creatively merges popular culture with its content, featuring influencers like Elvish Yadav and Munawar Faruqui. Nostalgic recreations, such as Aditi Rao Hydari in "Heeramandi," amplify appeal, blending viral trends to boost engagement and brand recall.

Nykaa's collaboration with Ganji Chudail has been hailed as a groundbreaking campaign for embracing unconventional marketing. By using this animated character's raw humor and relatable antics, Nykaa effectively captured younger audiences, emphasizing the transformation theme through vibrant, quirky storytelling. Ganji Chudail’s offbeat appeal resonated well, showcasing the power of meme-worthy, character-driven content in modern branding.