5. Neeraj Ghaywan’s Vicks ad
In a interview last year, the Masaan director said the brand wanted to subvert its own classic image of a “caring heterosexual mother tending to her child” and make something relevant to contemporary times. What resulted was a moving ad about a transgender woman (played by Gauri Sawant) and her adopted daughter, who narrates the good times they spend together. The ad is nearly four minutes long, and there’s not a second where it doesn’t brim with warmth and affection.