Digital
Behind the scenes: Crafting memorable characters in ad films for maximum impact
Mumbai: “Welcome to Apple, welcome to Apple. Hi, I’m Tim.” — If these words don’t ring a bell, you’re probably living under a rock.
Apple’s incredibly self-aware campaign featuring the aptly cast Octavia Spencer and Tim Cook, made everyone sit up and take note (and how!). It served as a wake-up call (a gentle nudge, perhaps?) even for the tech giants themselves.
The ad wasn’t without its detractors (though I stand firmly on the other side of the fence). But what truly shines is the ingenious use of Mother Nature as a character delivering a stern message, proving that even the pioneers of technology can’t escape her watchful eye.
The art of captivating in 30 seconds
The advertising world thrives on crafting powerful visual narratives that reel audiences in within a limited timeframe – think 30-40 seconds, tops. Every beat counts. From catchy slogans to imaginative scripts, from celebrity endorsements to impactful social statements, the ultimate goal is to leave a lasting impression.
One well-worn advertising tactic is the “Fluent Device”. This strategy involves creating mascots with an overwhelmingly positive or humorous vibe that become synonymous with the brand. Think Ronald McDonald, the iconic clown mascot of McDonald’s, or the Pillsbury Doughboy and Energizer Bunny. These instantly recognisable mascots can become a brand’s cornerstone, especially in a crowded marketplace vying for consumer attention and loyalty.
Another popular trope is the star-studded commercial. In India, for example, celebrity endorsements have proven incredibly successful. However, character development can be a significant hurdle. Only a rare few brand-celebrity-agency collaborations truly succeed in hammering home a message by portraying a well-known face in an unexpected light. Often, they opt for a full-on glam approach, hoping to grab viewers’ attention. And hey, it works in India!
The power of emotion and originality
Adorable children and pets are another favorite advertising trope, perfect for conveying heartwarming messages. When executed thoughtfully, it’s a recipe for success. Some of the most iconic ads fall into this category, featuring endearing characters and storylines that instantly captivate audiences.
A personal favourite is Hutchison’s “boy and the dog” ad, masterfully crafted by Ogilvy. This ad doesn’t miss a beat, delivering a near-perfect message with an unforgettable tagline: “Wherever you go, our network follows.” You might forget the brand, but not the tagline. It was 10/10. Period.
The art of the “alternative message”
Now on to my favourite advertising category: the “alternative message”. This is a notoriously challenging approach but immensely satisfying when executed right. Imagine taking a brand’s core message and weaving a narrative that initially seems to sidestep it entirely. Viewers are left puzzled, wondering where the ad is headed. Here’s the magic: the storyline builds such a unique premise that it reels viewers in with the question, “What’s next?” The climax explodes with a connection so unexpected (oftentimes bizarre) that it leaves audiences in awe, amusement, and surprise all at once.
The sheer oddity of the connection fuels the audience desire to see the ad again, simply for another 30-second rollercoaster ride. This is why we call it “alternative messaging.” Think of the Happydent “Sparkling Smile Palace” ad – a triumph of exceptional craftsmanship and originality. The iconic Fevicol ads tread a similar path, both prime examples of what we can call delightful hyperbole, captivating narratives, and a true creator’s delight.
The winning formula
Beyond all the technical jargons, there’s a crucial element to crafting a knockout campaign: a brand willing to embrace creative freedom and a team of visionary mavericks ready to push the boundaries of storytelling. By wielding impactful creative tropes, punctuated by captivating narratives and well-developed characters, the brand-agency alliance can forge messages that resonate with audiences for generations to come. And if all else fails, well, there’s always the CEO option – just ask Tim!
The article has been authored by WeInvert founder & CEO Anjan Purandare.
Digital
Authbridge finds 5.61 per cent discrepancy rate in on-demand hiring
White-collar roles show 4.33 per cent overall as employment history leads at 11.15 per cent in H1 FY26.
MUMBAI: India’s hiring scene is pulling a classic bait-and-switch, candidates promise the world on paper, but the background check reveals the plot twist nobody saw coming. Authbridge, the country’s top trust and authentication tech firm, released its Workforce Fraud Files – H1 FY26 report (covering July–December 2025) around 16–17 February 2026, crunching data from millions of verifications across identity, address, employment history, education, criminal records, and CV validation.
The headline numbers paint a sobering picture: white-collar hires clocked an overall discrepancy rate of 4.33 per cent, while the on-demand ecosystem (gig and flexible roles) fared worse at 5.61 per cent showing that the faster, looser world of app-based work comes with extra red flags.
For white-collar folks, employment verification topped the trouble list at 11.15 per cent, followed by address checks at 7.68 per cent, education at 4.49 per cent, and references at 4.17 per cent. Drug screening (1.87 per cent) and criminal records (0.50 per cent) stayed relatively tame, but still popped up enough to matter.
The gig side showed even sharper vulnerabilities, address discrepancies hit 9.70 per cent, identity (NID) issues 2.53 per cent, and criminal record mismatches 2.23 per cent particularly worrying for roles with direct customer contact or field duties.
Industry breakdowns add colour, address problems plagued Telecom (15.42 per cent), IT (12.02 per cent), Pharma (11.21 per cent), Retail (10.64 per cent), and Banking & BFSI (10.23 per cent). Employment verification headaches were biggest in Retail (16.37 per cent), Telecom (14.32 per cent), Banking & BFSI (13.00 per cent), and Pharma (12.10 per cent). Education slips stood out in Retail (9.16 per cent) and Telecom (7.80 per cent), while CV validation mismatches appeared in IT (12.80 per cent) and Banking & BFSI (2.91 per cent).
Authbridge CEO and founder Ajay Trehan didn’t mince words, “The H1 FY26 Workforce Fraud Files clearly show that hiring-related discrepancies remain a persistent and structural challenge. Despite faster and more digitised hiring workflows, we continue to see gaps in fundamental checks such as employment history, address, and education. These are not minor inconsistencies; they have direct implications for organisational risk, compliance, and trust.”
The report stresses ditching one-and-done checks, start screening pre-offer to avoid nasty surprises post-joining, and layer in periodic reviews like drug tests, court records, and lifestyle assessments for ongoing risk management. Tools like Authbridge’s Authnumber (consent-based digital credentials) and Authlead (deep-dive leadership vetting) get a nod for cutting friction and blind spots.
Bottom line? In a job market racing for speed and scale, skimping on trust verification is like building a house on sand, one solid background check away from watching the whole thing crumble.
