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When Safari Stole the Show (Almost): A Marketer’s Take on the Oswaal Books Ad

  • Writer: rudrajeetlaskar
    rudrajeetlaskar
  • Nov 10
  • 2 min read

(By Rudrajeet Kumar Laskar, for Netive Brand)

As a marketer, I usually spot these things fast — and this time, I couldn’t help but notice something intriguing. The moment the latest Oswaal Books Children’s Day campaign — “Aaj Din Me Kitna Muskuraye? started rolling on YouTube, my brain instantly went, “Ah, a Safari School Bag campaign!”

From the first few frames, Safari’s logo and product visibility were so dominant that I was convinced I was watching one of their back-to-school films. The color tone, the framing, the focus on the bag — everything pointed that way. But then came the twist — in the final scene, the Oswaal Books logo appeared, leaving me pleasantly baffled.


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To double-check my instincts, I ran a small “focus group” of sorts — a few non-marketing friends and even my daughter. And guess what? Every single one of them thought it was a Safari ad too. So no, it wasn’t just my marketer’s eye — the brand prominence was genuinely that strong.

Now, was this a creative strategy or an oversight? Hard to say. If intentional, it’s a gutsy move — letting another brand get almost equal screen space in your own commercial. If accidental, then Safari’s marketing team must be silently celebrating this free visibility jackpot.

Nevertheless, the ad itself deserves credit. With a powerful social message and a moving narration by the iconic Piyush Mishra, the film goes beyond mere brand promotion. It tugs at emotions, celebrates learning, and leaves a lasting impression — once you realize it’s actually an Oswaal Books story.

Still, with 2 crore+ views in just four days, I can’t help but wonder how many viewers made it to that final logo reveal. Because if the brand name appears only in the last few seconds, it’s a high-risk, high-reward creative gamble.

Intentional or not, Oswaal delivered the emotion, and Safari got the mileage — making this one of those rare ads where everyone wins… even accidentally.

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