Bestads Best TV/Film of the Week: Lahori Zeera’s ‘2.0’ via Enormous Brands, India
Each week Bestadsontv.com [the global arm of Campaign Brief] showcases standout global advertising work as reviewed by a top international creative director or team. This week’s best film is Lahori Zeera’s ‘2.0’ via Enormous Brands, India.
The film was selected by this week’s guest judge Alice Chou, Chief Creative Officer of Dentsu Creative, Taiwan.
Says Chou: “This film shows a clear understanding of creative confidence. Built on absurd humour and exaggerated visual behaviour, it breaks category conventions without over-explaining itself. By amplifying a simple human desire to an extreme, it creates laughter while sharply reinforcing brand personality. Entertainment is not a by-product here – it is the strategy. The result is a bold, memorable piece that trusts the audience and turns humour into lasting brand recall.”
New work for Lahori Zeera via Enormous Brands, directed by Abhinav Pratiman via Early Man Film, Mumbai. After nearly two years away from screens, Lahori Zeera is back. But instead of announcing its return with louder claims or a shinier promise, the jeera soda brand has doubled down on something more deliberate: how the drink fits into people’s lives, quite literally, in four gulps. The new campaign shows everyday Indians adjusting their work and movements to accommodate the small 160 ml bottle. Vendors, workers and street-side characters adapt and make holes so they can drink it straight from the bottle. The visual hook warrants curiosity and made yours truly ask whether the brand is now trying to codify a “right way” to drink Lahori Zeera, especially after having turned an often-unbranded jeera soda into a national, branded force.
Click here to read Alice’s full review on Bestads.
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