Introduction
FCB Ulka, a prominent creative agency under FCB Group India, has produced several landmark advertising campaigns, particularly for The Times of India, blending social commentary with bold visuals. These efforts often challenge norms and drive cultural conversations. Four notable campaigns exemplify their print and integrated prowess.
Times Out & Proud (2019)
FCB Ulka created a dedicated classifieds section in The Times of India for the LGBTQ+ community post-Section 377 decriminalization. Launched on International Day Against Homophobia, it included full-page print ads, digital films, OOH, and influencer activations, winning Gold at One Show APAC.
Sindoor Khela—No Conditions Apply (2017)
This campaign challenged Durga Puja’s exclusionary Sindoor Khela ritual via print ads and films urging “No Conditions Apply” for widows/divorcees. It sparked national debate, ranked #9 on WARC Creative 100, and garnered Cannes shortlists.
Full Page Print Innovation (2018)
Interactive print ads allowed readers to physically manipulate front-page elements to reveal hidden stories, celebrating TOI’s role in journalism. The innovative format blended tradition with engagement across newspapers.
Two Bins Life Wins (2021)
For Tata Trusts, print and OOH urged political parties to nominate 50% women candidates in Bihar elections via selfie campaigns. It boosted women’s representation and earned Cannes Lions nominations.
A. Print Advertising campaign
Here are four notable print advertising campaigns by FCB Ulka, each showcasing distinct creativity and impact:
- Amul – “Floating Stories” (2024)
This groundbreaking campaign featured photostories of women dairy farmers printed directly on milk using innovative hydrographic techniques. When milk was poured into a water trough, the images floated to life—symbolically bringing their empowering narratives to visibility. It served as both a poetic and powerful tribute to these women, earning widespread acclaim and approximately 1.9 million views on Twitter. - Goafest 2017—”Gods of Advertising”
Designed for South Asia’s largest advertising festival, this print campaign depicted advertising legends as classical Greek gods. Rendered in fresco-style artwork and classical fonts, the posters, mailers, and press materials conveyed both grandeur and creativity—setting the tone for the festival. - Times of India—”Out & Proud Classifieds” (2021)
As part of a socially impactful print initiative, FCB Ulka created a dedicated classifieds section in the newspaper for the LGBTQ community. This campaign, named “Out & Proud,” offered visibility and dignity to LGBTQ individuals through personal announcements and messages. It earned international recognition with a Bronze Lion at Cannes Lions 2021. - Amul – Iconic “Amul Girl” Campaign (1966 onward)
Though predating FCB Ulka’s later work, the enduring “Amul Girl” mascot and the “Utterly Butterly” tagline were conceived by ASP, which later became part of FCB Ulka. This hand-drawn mascot appeared on hoardings, bus panels, and posters, becoming one of India’s most beloved and long-running print ad campaigns.
Summary of FCB Ulka’s standout print campaigns:
- Floating Stories—Amul (2024): Milk-printed photostories celebrating women dairy farmers.
- Gods of Advertising—Goafest (2017): Mythical-themed print visuals for an ad festival.
- Out & Proud Classifieds—Times of India (2021): Inclusive print classifieds for the LGBTQ community.
- Amul Girl Campaign—Amul (1966 onward): Iconic mascot and tagline in print advertising.
B. TVC Advertising campaign
Here are four notable TVC (television commercial) advertising campaigns created by FCB Ulka:
1. Sunfeast Dark Fantasy – “How Far Will You Go for a Dark Fantasy?”
The campaign features a series of humorous and dramatic commercials that depict people going to extraordinary lengths to enjoy Sunfeast Dark Fantasy biscuits. The campaign leverages the theme of irresistible temptation and indulgence.
2. Tata Motors – Tata Nano “Khushiyon Ki Chaabi”
This emotional TVC focused on how the Tata Nano became the “key to happiness” for middle-class Indian families. The commercials portray family moments, aspirations, and the joy of owning a car for the first time, making the Nano a symbol of dreams fulfilled.
3. Horlicks Women’s Plus—“Stories of Strength”
A set of TVCs highlighting real-life women who broke stereotypes and achieved extraordinary things, aligning with the product’s focus on bone health and women’s empowerment. The campaign celebrated strength—both physical and emotional—in Indian women.
4. Amul Milk—“Har“Ghar Amul Ghar”
A heartwarming TVC campaign showing how Amul milk is an integral part of joyful Indian households. The commercials focus on the everyday joys, family bonds, and health benefits associated with Amul, reinforcing the brand’s trusted image across generations.
C. Outdoor Advertising Campaign
FCB Ulka has executed four notable outdoor advertising campaigns, each showcasing creative innovation and impactful messaging:
- Mumbai Traffic Police—“Falling Hoarding”
FCB Ulka created a striking public safety campaign for the Mumbai Traffic Police. The outdoor installation featured a large billboard intentionally tilted forward, held up only by a giant seatbelt—visually dramatizing the message that “seatbelts save.” This clever and arresting visual earned recognition at Cannes Lions under the Outdoor Lions category for public awareness. - Tata Motors – 24×7 On-Road Assistance
In a print and outdoor campaign for Tata Motors’ roadside assistance service, FCB Ulka used the everyday annoyance of newspaper ink smudging readers’ fingers. The ad showed a completely blackened newspaper page, with the tagline: “Don’t Get Your Hands Dirty.” This metaphor effectively communicated the brand’s clean and reliable assistance service. - Whirlpool—“Ek“Jodi Kapda, Skin Shirt”
For Whirlpool, FCB Ulka launched a guerrilla-style outdoor initiative addressing clothing waste. Volunteers wore T-shirts that looked like human skin—designed to shock and provoke thought—encouraging shoppers to donate their used clothes. The campaign included T-shirts placed in apparel stores, each with a QR code leading to a donation site. It was entered in the Guerrilla Marketing category at Cannes. - Draftfcb Ulka Office Creative (OOH Showcase)
FCB Ulka’s own office showcased creative outdoor installations, featured in an OOH Creative Showcase by afaqs! in July 2017. While details are limited, this internal campaign highlights the agency’s flair for creative expression and branding even within its workspace.
D. Digital Advertising Campaign
Here are four notable digital media advertising campaigns by FCB Ulka:
1. Horlicks Women’s Plus—“Stories of Strength”
A digital-first campaign celebrating real women who broke stereotypes and excelled in their fields—like India’s first female commando trainer and a female Dhaki (drummer). The campaign featured unscripted, authentic stories across social media and YouTube, emphasizing bone health and women’s empowerment.
2. Times of India—“Out & Proud Classifieds”
To support the LGBTQ+ community, FCB Ulka launched digital classifieds for LGBTQ+ announcements on Times of India’s website and social media. This innovative campaign gave the community a dignified, public platform online, earning international recognition and widespread social sharing.
3. ITC Sunfeast Farmlite – #HealthierYouAwaitsYou
For Children’s Day, FCB Ulka produced a digital film encouraging families to adopt healthier lifestyles. The story highlighted how kids follow their parents’ habits, urging adults to make positive changes. The campaign ran across Facebook, YouTube, and Instagram.
4. Tata Motors—#MadeOfGreat Digital Campaign
The digital activation celebrated everyday heroes and their inspiring journeys, aligning with the brand ambassador of Tata Motors, Lionel Messi. The campaign encouraged users to share their own #MadeOfGreat stories via Facebook, Twitter, and other digital platforms, creating high engagement and buzz online.
Summary Table:
| Campaign | Brand | Key Digital Element |
|---|---|---|
| Stories of Strength | Horlicks | Real-life hero films on social media/YouTube |
| Out & Proud Classifieds | Times of India | LGBTQ+ digital classifieds, social sharing |
| #HealthierYouAwaitsYou | Sunfeast Farmlite | Digital film, hashtag engagement |
| #MadeOfGreat | Tata Motors | UGC, social media, influencer engagement |
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