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A weekly compilation of best new creative ads<\/a> is my small tribute to ad agency teams. Ad agencies are expected to produce clutter-breaking work even when briefs aren\u2019t clear, approval process<\/a> is unfair and budgets aren\u2019t available. In that context, getting noticed itself is a big win. This week my curated list includes ads from Dhan, a stock investment brand in India, a global campaign from SAP and more. <\/p>\n Dhan: the language of money<\/strong><\/p>\n India is not just diverse, it celebrates pluralism. Across any category \u2013 be it faith, language, food or music there exists vast differences and yet a common thread that binds it all together. Many brands have anchored their story around this idea in the past usually through a montage of visuals from across the country, held together by stirring music or a jingle. In fact the format has become a cliche. <\/p>\n A new brand film for Dhan, an investment platform takes a similar route but managed to hold my attention for 8 min through its narrative style and the central idea. The ad conveys that there\u2019s a common understanding of money across India across many traditions and beliefs. Small gestures such as receiving an extra \u20b91 as shagun<\/em>, saving in a \u2018gullak<\/em>\u2018 (piggy bank) before opening a fixed deposit and giving one\u2019s first salary in mother\u2019s hands are likely to resonate across India. In that context, many Indians would have witnessed the concept of \u2018boni<\/em>\u2018 \u2013 the first sale of the day at any street vendor or small shop. Usually they prefer receiving cash for such a transaction and the money is accepted with much reverence and placed in the cash box after touching it to one\u2019s eyes in respect. The idea of a tourist guide as a sootradhar<\/em> allows for a \u2018tour\u2019 of many cities across India and the story to be told. <\/p>\n A minor quibble: it\u2019s 2026 and why can we get regional language pronunciations right? The dialogues supposedly spoken in Kannada are obviously not delivered by a native Kannada speaker. And it\u2019s either \u2018Bengaluru\u2019 or \u2018Bangalore\u2019, not \u2018Bangaluru\u2019.<\/p>\n \n