By Storyboard18| April 19, 2026

Mast list highlights ads from Britannia Tiger Krunch Cleartrip and Atomberg, blending purpose humour and personality to tackle bullying travel and brand appeal.

ADVERTISEMENT

This week’s Mast list brings together ads that are clear in intent, engaging in tone, and rooted in strong, simple ideas.

Leading the list is Britannia Industries’s Tiger Krunch campaign ‘Tiger Hero Hunt’, created by VML. The ad takes a thoughtful and informative route by addressing bullying among children. Using an animated film, it shows a child being bullied while classmates remain unsure of how to react. What adds depth is the QR code on the pack, which makes the campaign interactive and educational, guiding children on identifying and responding to bullying. It is a purpose-led idea that stays accessible.

Cleartrip, with its campaign by FCB Kinnect, goes for a light and relatable moment. Set at an airport check-in, the ad captures a familiar situation around excess baggage within a group of friends. The twist involving the “stingy” friend adds a fun, situational hook, while the message around saving on bookings comes through in a clear and easy manner.

Atomberg, featuring Jackie Shroff and created by Spring Marketing Capital, keeps things playful and conversational. The ad uses a banter-led format between Jackie Shroff and the director, giving it a casual, almost unscripted feel. Jackie Shroff’s current “bhidu” phase on the internet makes him a strong and culturally relevant choice, adding to the ad’s overall appeal.

Overall, what works this week is clarity and tone. Whether through purpose, relatability, or personality, these ads stay focused on what they want to say and deliver it without overcomplicating the idea.