New Delhi, May 12 -- Annapurna's 'Where Purity Begins' campaign is all emotion, no clarity

Annapurna Group's new Mother's Day ad, titled 'Where Purity Begins', attempts to draw a poetic parallel between mothers and the brand's longstanding commitment to "purity". But while the film is gorgeously shot and clearly aspires to be meditative and emotional, the message it wants to land never really arrives.

Also read: When ads start to preach, audiences start to scroll

Set against the backdrop of Mother's Day, the ad positions the idea of "purity" as something deeply felt, like a mother's love. That's a lovely sentiment in theory. But in practice, the storytelling doesn't clearly bridge the emotional narrative with Annapurna's product promis...