Ideating for films and marketing campaigns probably takes up most of our working day at Motif. Some of the best brands and agencies expect us to do that on an ongoing basis. Needless to say, we have had hundreds of discussions around what works and what doesn’t in the context of awareness, brand building, and pure-play performance ads.

About a month ago, we did a quick poll within the team and made a list of ads that we knew had worked. The ads you see on this page are in no particular order, they are just the ones we think did their job right; these ads helped the marketing teams achieve their goals, period. We have tried our best to avoid falling into the trap of judging ads unidimensionally on pure-play creativity/budgets/celebrity associations.

We think it is best we highlight this as well as we can – a few of the ads have been executed by Motif Global, others by teams we would love to collaborate with. We have clearly marked the ones that were executed by team Motif.

We would love to hear your thoughts on the document. Feel free to email us at We hope the document helps you get the streak of inspiration you have been looking for.


If bringing on board the likes of Kapil Dev, Bappi Lahiri wasn’t enough, this IPL season Cred roped in Karishma Kapoor for their latest campaign, Play it different.


With a crisp copy and Rajkumar’s dynamism, the ad is a step forward in bringing the customers closer to Cashify’s motto of reliability and trustworthiness.
*Conceptualised and created by Team Motif


Launched during the coronavirus lockdown, the presentation of the film pushes people to stay fit and burn those extra calories, no matter what.
*Conceptualised and created by Team Motif*


The campaign focuses on the “Salon-At-Home” service, specifically targeted at women. The film very smartly captures the emotion of looking at extremely low prices of professional salon services.


With Tripathi managing to leverage his offbeat status smartly, the ad film brings to light the convenience of getting medicines delivered at home.


The television spot features the Kapoors sharing a moment as they cook their favourite dish. At the core, the objective of the campaign is to highlight the lengths the Licious team goes to get the best meat.


The man company turned the actor into a poet. In the campaign, Khurana can be seen delivering what can be called one of the most heartfelt poems against gender stereotyping.


Urging people not to dance to the tunes of costly medicines, the ad film focuses on the range of discounts Pharmeasy offers on medicine orders. Part of a 3-Film campaign, the series iterates how you will dance with the ease the platform offers.


As the face of the company, Rajkummar plays the role of a Science Tutor, who has just started an online coaching course through Teachmint. The series of films not only highlights the ease of going digital for teaching but also emphasises the fact that going digital is inevitable in these times.


With a singular agenda to drive visibility to their app, Pagarbook’s best option was to have Akshay Kumar on board to share the message because of his aura within the Indian audience.


The campaign targets two audiences at the same time, one being the customers looking to buy affordable and international looking furniture and the second, carpenters who are now partners in catering to these new age demands.

12’s latest TV and Digital campaign feature Manoj Bajpayee and Rajkumar Rao in two key roles, one of the homeowner and the other a home-buyer.


Putting all their chips in, Sugar cosmetic roped in Tapsee Pannu for their first-ever campaign. The campaign is a celebration of the brand’s philosophy to empower women to look beyond the social standards of beauty.


As the name suggests, the campaign highlights the brand’s USPs from two angles, one is that of a mother and the other of a youngster.


Launching the world’s first furniture subscription service, the campaign is designed to promote its new model which allows customers to get any set of furniture at one cost.


The film features a mobile salon going around in the National Capital. The film gives grooming an emotional depth by featuring the emotional and physical transformation associated with grooming.


Pushing women to just let it all go and enjoy themselves as they are, Zivame’s latest campaign breaks all gender stereotypes. The film brings to screen women across age groups, body profiles and geographies.


Running on the theme of #experiencethenew, the three-part campaign captures all the USPs of the brand and establishes its identity with the viewers.


The campaign is a set of films bringing to light the awkward and unpleasant situations while travelling on a cab or a shared ride and how self-drive can solve all those issues.


In their first-ever celebrity campaign, the campaign features Sara Ali Khan moving into a ‘Chumbak Home’.


Development of newer products for Epigamia has always been tough, and for their latest set of releases, they collaborated with Deepika Padukone to create something truly remarkable.


Not just one, but mCaffeine roped in three of India’s biggest youth icons in their latest campaign, Addicted to good.


The line “Sahi Sahi Lagao” is culturally printed in every Indian’s DNA and that is what Meesho builds on. The campaign showcases how Meesho eliminates various third parties and brings to you the best and the real price of the product.


With a core agenda of highlighting the ease of business that Udaan brings for Kirana store owners, the campaign is Udaan’s first-ever digital video campaign.


Simple, Crisp and quirky, the campaign urges viewers to check Acko app before getting an insurance policy as they might be on the verge of losing on huge discounts.


Nobrokerage’s multi-city campaign focuses on the fact that how weird it is to pay brokerage. The emotion that the campaign tried to capture is something that all of us have been through at some point in time.


Pepperfry got in Saif Ali Khan and Kareen Kapoor as their first-ever brand ambassadors for this campaign. The film focus on how furniture changes so much in a person’s life and home, not just in the physical space but on an emotional note too.


With their latest ad campaign, Groww talks to the people who are procrastinating in taking the first step towards investing.


Ever feel how delivery partners make you feel as if time is being stretched until eternity? This ad film builds on exactly that feeling.


With a simple goal to push people to start investing, the campaign is executed in a fun and quirky way. The campaign is a set of three films, each showing how tough chores in life are unlike investing through the Upstox app.


Quirky and fun, Redcliffe Lab’s new campaign brings the brand’s key USPs to light in a never seen before fashion.
*Conceptualised and created by Team Motif*