6 Brands that Consistently Excel at Advertising
In the competitive world of advertising, certain brands consistently stand out from the crowd. This article delves into the strategies of six renowned companies, from Apple's emotional intelligence to Coca-Cola's global connections, drawing on insights from industry experts. Discover how these brands master the art of audience engagement, creativity, and storytelling to maintain their positions at the forefront of advertising excellence.
- Indian Brands Master Clever Audience-Aligned Advertising
- Canva Empowers Creativity Through Relatable Ads
- Aesop's Understated Approach Builds Brand Confidence
- Nike Sells Philosophy Through Inspiring Storytelling
- Apple Focuses on Simplicity and Emotional Intelligence
- Coca-Cola Creates Emotional Connections Globally
Indian Brands Master Clever Audience-Aligned Advertising
When it comes to consistent, clever, and audience-aligned advertising, a few Indian brands stand out for me: Zomato, Amul, Durex, and Pidilite. Each has carved a unique space in the minds of consumers - not just with products, but with personality-driven communication.
Zomato - Master of Moment Marketing
Zomato's advertising is a perfect mix of humor, relatability, and timing. Whether it's their one-liners on billboards or push notifications that feel like tweets, they know how to grab attention without being pushy.
What they do well:
• Cultural relevance: Ties messaging to trending topics or festivals.
• Tone of voice: Youthful, witty, and always "in the know."
• Hyper-personalization: Pushes content that feels tailor-made for app users.
Amul - The OG of Topical Content
Amul's topical advertising is legendary. For decades, their Amul Girl has been making witty commentary on current events—from politics to pop culture.
What they do well:
• Longevity with freshness: The format hasn't changed, yet never feels outdated.
• Speed: Quick to respond to news, keeping the brand in conversations.
• Emotional resonance: It's nostalgic, yet always on point.
Durex - Bold, Clever & Culturally Aware
Durex knows how to be bold without being crass. Their creatives are witty, often layered with double meaning—but never lose sight of social messaging.
What they do well:
• Taboo-breaking confidence: Talks about topics others avoid, with grace and humor.
• Integrated purpose: Blends safe sex awareness with brand playfulness.
• Digital savviness: Leverages social media and memes exceptionally well.
Pidilite (Fevicol/Fevikwik) - Emotional Storytelling + Quirk
Pidilite's Fevicol ads are iconic for storytelling that's both rooted in Indian culture and universally funny.
What they do well:
• Rural meets modern storytelling: Connects with Bharat and urban India alike.
• Longevity of brand memory: "Fevicol ka jod" is now a cultural phrase!
• Non-intrusive branding: Often subtle, but sticks with you (pun intended).
These brands win because they don't just sell—they connect.
Whether it's Zomato's witty push notification, Amul's billboard, or Fevicol's emotionally intelligent commercial—they speak with the audience, not at them.
For brands looking to stand out, it's not always about more content—it's about meaningful, memorable messaging.
Canva Empowers Creativity Through Relatable Ads
One brand I think consistently excels at advertising is Canva. They strike the perfect balance of showcasing product value and empowering everyday people to feel like designers. Their ads are beautifully designed (naturally), visually clear, and often double as quick tutorials — so they're delivering value even as they sell. Whether it's a quick TikTok tip or a polished YouTube ad, Canva meets people where they are and inspires them to get creative. They also build community through educational content, which turns their audience into loyal advocates. It's a great example of advertising that's not just promotional, but genuinely useful.
Canva recently proved its advertising genius with a series of viral billboard ads around Waterloo Station. Rather than generic brand messaging, each board tapped into real creative frustrations—like accidental aspect ratios or endless logo revisions—and turned them into comedic, instantly recognizable moments ('When "make the logo bigger" goes a bit too far'). Not only were they eye-catching to commuters, but the sharp humor and relatability made the ads go viral online, with marketers sharing screenshots and praising Canva's self-aware, content-first approach. It shows how advertising can be both smart and social: create something clever in one medium, but design it so that it thrives across all.
Aesop's Understated Approach Builds Brand Confidence
The brand Aesop immediately comes to mind. Their approach is thoughtful, restrained, and perfectly aligned with their identity. They don't shout for attention but draw people in with simplicity, strong storytelling, and a clear sense of who they are.
What stands out is how they use every touchpoint to reinforce the visual brand. Whether it's a print ad, a store experience, or digital content, everything feels cohesive. Their language is consistent, their imagery is understated but distinctive, and they never over-explain. They trust their audience to understand, which builds a sense of quiet confidence and curiosity.
It shows that great advertising doesn't need to be loud to be effective. It just needs to be thoughtful and intentional.
Nike Sells Philosophy Through Inspiring Storytelling
Nike is an excellent example of a brand that consistently delivers on its advertising promises. They don't simply offer shoes or sportswear; they also sell a philosophy, which is reflected in their advertisements.
They excel at storytelling. Their commercials frequently feature real people - athletes, of course, but also ordinary individuals overcoming obstacles or surpassing their limits. This fosters an emotional connection that extends well beyond the product. Ads like "You Can't Stop Us" and "Find Your Greatness" don't scream "buy now". Instead, they invite you to join a movement or belief system, making the brand feel larger than life.
Nike recognizes the importance of cultural relevance. They aren't afraid to take a stand or engage in social conversations, so their advertising feels current and bold. Their courage, combined with compelling imagery and inspiring narration, sets them apart.
What's the lesson here? Focus on ideals rather than products. When your advertising represents what your target audience aspires to be, you become more than just a brand; you become an extension of their identity.
Apple Focuses on Simplicity and Emotional Intelligence
A brand I think consistently nails advertising is Apple. Their ads are minimal, focused, and emotionally intelligent. They highlight the product's role in your life, not just its features—and that's what makes them so effective.
What stands out to me is their ability to keep things simple without being boring. For instance, their iPhone ads often show real people creating, connecting, or solving problems, making the product feel important and necessary.
My takeaway from Apple: Less is more when you truly understand your audience. So, let the story and the value speak louder than flashy gimmicks.
Coca-Cola Creates Emotional Connections Globally
Coca-Cola is a classic example of a brand that consistently excels in its advertising. What they do well goes beyond merely showcasing their product; they sell feelings. Whether it's joy, connection, or nostalgia, their campaigns always tie the drink to a deeper emotional experience.
For example, their "Share a Coke" campaign personalized bottles with people's names. It wasn't just clever; it invited customers to engage, share, and even look for bottles with friends' names. That simple idea sparked a global conversation and boosted sales.
Coca-Cola also understands consistency. Their red color, typography, and jingle are instantly recognizable. No matter where you are in the world, their ads feel familiar and friendly. They adapt to local cultures without losing their core identity.
They're also excellent at storytelling. From heartwarming holiday ads to celebrating everyday moments, they make the product feel like part of real life. Instead of focusing on features, they focus on meaning, and that's what resonates.
Coca-Cola succeeds by staying emotionally relevant, visually consistent, and people-focused.
