Remitly

Yikes @remitly There are two ways to interpret this cutesy ad that reveals Nani’s ‘secret ingredient’. Either: 1/The ties that bind us go beyond mere food, it’s the deep sense of belonging to a loving family. Or else 2/Your nan’s gone all Sweeny Todd and started baking her body parts into her bread.

Joke aside, this ad’s a great example of pushing a dry product in a competitive space where you have to sell the vibe not the thing itself. And it’s executed brilliantly, evoking exactly the right emotional response in the target readers – distant relatives who might need a tug on their heartstrings to remind them to support their dependants.

So go on. Send your nan a few extra rupees with Remitly. Just don’t ask her where she gets her yeast from.