Valentine’s has brands laying their hearts on the line like never before! This week, marketers unveil their love-infused campaigns aimed at making us swoon — but let’s be honest, not every cupid-struck effort is a match made in heaven. Some ads spark a smile, ignite a spark of thought, or linger in our minds long after the confetti falls, while others are better left as unsent love notes.
That’s where Storyboard18’s weekly ad reviews come in! We sift through the latest campaigns, celebrating the ones that truly set our hearts aflutter and calling out those that miss the mark. With our honest, no-nonsense approach, you get the real scoop on which ads deserve your attention.
Dive into this week’s Mast & Meh to see which campaigns earned a kiss and which were left out in the cold!
Mast
Brand: Prime Video India
Agency: The New Thing x Bare Bones Collective
Prime Video’s transformation into Premi Video this Valentine’s is a stroke of genius. The campaign blends popular culture with romance, creating a playful yet endearing narrative that immediately grabs attention. Imagine Hathi Ram from Paatal Lok turning into a pookie-like Saathi Ram, or Mirzapur’s formidable Gajgamini softening her persona into a lovable “Babu Shona” – it’s a delightful twist that not only surprises but also resonates with fans on a whole new level. And who could miss Emiway Bantai? His lethal raps reimagined as a soulful, Mohabbatein-esque SRK violin serenade is pure magic! The idea to petition for a “Premi Week” instead of just a Valentine’s Day is cheeky, refreshing, and incredibly relatable.
Mast
Brand: Coke Studio
Agency: Ogilvy India x OpenX from WPP
There’s something truly magical about rediscovering a way of expressing love that’s both timeless and deeply personal. The Coke Studio Mixtape taps into that nostalgia by transforming a simple playlist into a curated collection of memories and emotions. Instead of scrolling endlessly through digital feeds, you’re handed a tangible piece of art—a classic cassette filled with soulful tracks from Coke Studio Bharat, Bangla, and Tamil. What really stands out is the thoughtful inclusion of the specially designed Coke Studio Cassette Player. The cassette player itself feels like a keepsake—a charming reminder that sometimes, the most meaningful gestures come wrapped in simplicity.
Mast
Brand: Allen Solly
Agency: Inhouse
Watch it here
Allen Solly’s latest digital campaign, Own Your Z, is a real treat. It’s refreshing to see a brand that understands that style isn’t bound by age. Teaming up with Zeenat Aman — a true icon — the campaign bridges the gap between generations in a playful yet genuine way. Watching Zeenat decode Gen Z lingo with her effortless charm reminds you that cool has no expiration date. This isn’t your run-of-the-mill marketing spiel; it’s a celebration of individuality and timeless style that speaks directly to anyone who’s ever felt confident in their own skin.
Meh
Brand: Bombay Shaving Company
Agency: Inhouse
Bombay Shaving Company’s “Love However” campaign just doesn’t hit the mark. It tries to sound edgy and modern by celebrating non-traditional expressions of love, but the whole thing feels more forced than fresh. The ad opens with a guy discovering a gift set and a note that reads “Last night was fun! Happy Valentine’s Day XOXO” — which might seem cute on paper, but it comes off as a tired, overused trope rather than something genuinely heartfelt.
Mast
Brand: Archies
Agency: Inhouse
Archies’ new Valentine’s campaign, #PyarKaOGSolution, is a delightful tribute to love in all its timeless forms. It beautifully blends the nostalgia of the past with the conveniences of the present, reminding us that the essence of expressing our feelings remains ever-relevant. This campaign isn’t just about romantic love—it’s a celebration of every bond we cherish. It encourages us to honour all the special relationships in our lives, making every Valentine’s Day an opportunity to express gratitude, warmth, and affection. A sweeping hit!
Mast
Brand: Ultra Play
Agency: Inhouse
Ultra Play’s latest Valentine’s Day ad is a surprise that mixes humour, nostalgia, and a touch of Bollywood magic. The ad takes an unexpected route by setting a story at a traditional mourning ceremony — a setting that would normally be somber — but then gently flips the script. An unsuspecting guest starts reminiscing, and before you know it, his tribute turns into a playful mash-up of classic Bollywood film titles, inadvertently unveiling a secret love story between Auntyji and his Papaji (fondly known as ‘Bobby’). What really stands out is how the ad weaves in famous movie names like Rangeela, Amar Prem, Taal, and many others, creating a layered narrative that feels both endearingly chaotic and warmly familiar.
Mast
Brand: BookMyShow
Agency: Inhouse
BookMyShow’s latest campaign is a breath of fresh air in our hectic lives. It’s not just about romance on Valentine’s Day; it’s about sparking those genuine connections that remind us we all matter. Imagine walking into select PVR cinemas in Mumbai and stumbling upon beautifully designed cards, each carrying a simple message that says, “You’re seen, you’re special, you’re loved.” The campaign encourages everyone—from close friends to strangers—to pass along a bit of joy. And the best part? The ripple effect extends beyond the cinema, making its way across digital spaces with genuine moments captured on film. BookMyShow has managed to create a campaign that feels real, relatable, and truly uplifting.
Meh
Brand: Swiss Beauty
Agency: Hashtag Orange
CRAZE by Swiss Beauty attempts to ride the wave of trendy digital culture with its AI-generated rap anthem, but what comes off is a contrived mishmash of clichés rather than a genuine celebration of self-expression. Instead of delivering an authentic message of self-love, the ad seems to be ticking off boxes for what it thinks modern audiences expect. The so-called anthem, designed to be catchy and confident, instead comes off as a forced attempt to blend technology with beauty, leaving a hollow echo of what could have been a bold statement. The campaign might catch the eye for its modern spin, but beneath the flashy surface, it lacks the substance needed to truly inspire or connect.
Mast
Brand: Swiggy Instamart
Agency: Inhouse
Swiggy Instamart’s InstaTohfa campaign reimagines love as something that isn’t confined to just your partner but extends to family, friends, and even pets. The playful nod to classic Bollywood — with a modern twist and a dash of humour — brings a nostalgic charm, especially with Tusshar Kapoor’s energetic performance that pays tribute to his iconic father, Jeetendra. And hey, getting thoughtful gifts delivered in just 10 minutes? That’s not only clever but super convenient too. Overall, it’s a mast campaign that makes you appreciate the little gestures of love in everyday life.
Meh
Brand: Senco Gold and Diamonds
Agency: Inhouse
Senco Gold & Diamonds’ new “Expressions of Love” campaign tries way too hard to be poetic, but ends up feeling forced and empty. The whole idea of telepathic communication might sound intriguing on paper, but in practice, it comes off as a gimmick rather than a genuine connection. Instead of showcasing authentic moments, the ad opts for overly staged scenarios—quiet dinners, fleeting family glances, and fleeting smiles—that feel contrived and cookie-cutter. The campaign’s attempt to be both artistic and emotional falls flat, making the jewelry seem secondary to a concept that doesn’t really resonate.
Mast
Brand: boAt x Flipkart Minutes
Agency: Inhouse
This Valentine’s Day, boAt and Flipkart Minutes totally redefined the celebration of self-love. Instead of the usual flowers and chocolates, they offered a refreshing escape—a way to block out all the relationship noise and focus on yourself. The campaign, featuring the ever-relatable Arjun Kapoor, perfectly captures the struggle of dodging all those cringe-worthy relationship triggers at the gym. Whether it’s the loud whispers of couples or the pop of heart-shaped balloons, the headphones create their own bubble of calm and focus. And thanks to Flipkart Minutes, you don’t even have to leave your workout to get them; they’re delivered in minutes, just when you need them most.