psp drama, bakuriani’s hulk, and a celfie’s self-irony

"We need something new today."

I don’t know—maybe that’s how some marketing department meetings start. What I also don’t know is how thoroughly marketers are planning their campaigns: are they following a strategy? Grounding their work in research? Considering cultural or historical context?

What we do know is that every month, a wave of new campaigns hits our screens. Some feel deeply thought-through, others look like a lot of hard work went into them, and then there are those that make you wonder—did anyone think about this at all?

Naturally, some campaigns we like, some we don’t, and some pass us by without even sparking a thought.

Anyway, let’s get to the point. It’s time to wrap up June, and we’re highlighting the campaigns that caught the attention of minds&marketing.
If you think we missed something, drop it in the comments.

kupata in bank of georgia’s new video

To mark International Children’s Day, Bank of Georgia brought back Kupata—the loyal street dog from Batumi who became famous for helping kids safely cross the street.

The animated video was created by the local animation studio GARNAMATAC, and many praised it for being such a polished piece of work. Importantly, the bank chose to collaborate with a local creative studio rather than go the easy route with AI-generated content, like many others recently have.

The campaign was titled "Love Never Stops", which is a clear nod to the brand’s main slogan: “Don’t stop.” But there’s an obvious inconsistency here. The hero of the campaign—Kupata—stops cars to help kids cross safely. So a slogan about not stopping feels slightly off, right?

Still, the video is beautifully done. And Kupata? Still a legend.

 

psp, mizon, and influencers in korea

This was one of the most talked-about moments of June, drawing serious buzz (and backlash) on social media.

Before the influencers even landed in Korea, questions and criticism were already flying:
• Why these influencers? Some aren’t even beauty bloggers!
• Why send influencers at all? Why not their employees?
• They had a contest, but ended up sending a well-known name. Feels rigged.

PSP, the official distributor of Korean skincare brand Mizon in Georgia, didn’t respond publicly—not a post, not a comment. But one of the influencers, Nanuka Zhorzholiani, gave a detailed account of what went down.

Here’s the quick summary:
Mizon hosts global influencer events to present their new (and pretty innovative) products. PSP chose the influencers from Georgia, essentially appointing them as brand ambassadors. As for the contest? Fifteen people applied, and Anano Totiashvili was selected as the winner.

So… not a scandal, really. But people quickly pivoted:
Instead of asking who was sent and why, the conversation turned into a deeper issue: salaries for pharmacists. The argument? “If PSP can afford to send a whole group to Korea, they can afford to pay their pharmacists more.”

And that’s a hard one to argue with.

So what started as a planned PR move ended up as a storm of criticism. Perhaps staying silent was PSP’s best option in the end.

 

bakuriani’s "blue hulk" and mikautadze

Bakuriani launched a new campaign titled "We Need Care Like We Need Water."
The slogan plays on a popular Georgian idiom that translates to “I need it like I need water”, emphasizing that care isn’t just important—it’s essential.

The main campaign video got mixed reactions. Some liked it. Some didn’t. And some were just confused.

“Who’s the blue guy?” Some viewers assumed it was the Hulk, just in Bakuriani’s signature color. But then the company’s marketing head clarified: the blue character is a “Devi”, a Georgian mythical creature—angry, rejected, misunderstood. Once his teammate offers him water, he transforms into a normal person. That’s where the slogan comes in—care transforms, like water.

Still, maybe it would've been clearer to go with "Blue Hulk.” Most people didn’t really pick up on the “Devi” reference. Ironically, in Georgian fairy tales, Devis are often the guardians of springs and rivers—so maybe it fits more than we think.

In the final scene, football star Giorgi Mikautadze appears, delivering a playful twist on his catchphrase:
"I love, I love Bakuriani."

The idea is solid:
• Care as a symbol of teamwork
• Teamwork as essential in football
• Football as the most popular sport

So what’s the issue?
Despite having all the right ingredients, the execution raised more questions than it sparked emotion.

 

celfie’s new campaign and a touch of self-irony

Let’s be honest: Celfie is still trying to shake off its past as Beeline. But reputations stick—especially when rebranding a familiar (and sometimes criticized) name.

Their new campaign "Let’s Talk Honestly" proves you don’t always have to highlight your strengths. Sometimes, you can build a campaign around your biggest weakness—if you’re smart about it.

So far, three videos have been released, all delivering the same message:
Celfie offers the best deals. Activate the plan and enjoy it… almost everywhere.

Everyone knows Celfie’s coverage is weak in mountainous regions. Others might try to spin that or avoid mentioning it altogether. But Selfie leans in:
"Yeah, our signal might drop in the mountains, but everywhere else? We’ve got unbeatable offers."

And that third video? Pure gold.
It’s a clever reference to one of Georgia’s most iconic ads—Magti’s "Call me back."
A shepherd sadly says, "Eh… couldn’t call back.", triggering a wave of nostalgia for anyone who remembers the original.

Repurposing a competitor’s legendary campaign in your own ad?
Bold move, Celfie. Well played.

We’ll be diving deeper into this topic in an upcoming feature—so stay tuned.
But in the meantime, what caught your eye this June?

 

Note: All visuals featured in this piece are intellectual property of the respective brands.