Advertisements aka ads have been for long the chief source of attracting and retaining consumers. Yet, a few brands of India reinvented the advertisement space long before the internet made everything and anything common. With these ads, the cold war between brands became a cynosure of the eye. Let’s see these classy Indian ad campaigns that rocked the country with their out of box brilliance.
An average Indian’s classic vehicle accurately reflected the sentiments of a middle-class household. Like the vehicle, Bajaj managed to make a mark in the heart of every aam insaan. Happiness definitely came through a Bajaj scooter those days and its ads.(LOL)
Washing Powder Nirma
A David vs Goliath mode happened between Nirma and Unilever (then Hindustan Lever). An affordable washing powder with an equally catchy jingle (Washing powder nirma, detergent tikiya nirma) still rings in the consumer mindset. Nirma also took gender emancipation through the lady quadruple: Hema, Rekha, Jaya, and Sushma. Very soon people stood up in favor of this indigenous brand.
Surf Excel and Lalitaji
Beating a marketing genius is difficult. Hindustan Lever took the stride and responded with same sentiments. They hired great adman, Alyque Padamsee who taught the advantage of using a premium product and repositioning of the brand. They bought a brand ambassador in form of a no nonsense lady of the present: Lalitaji. Thus, the cold war soon turned into a battle of wits for ad agencies on both sides (Nirma countered with equally brilliant Deepikaji, who promoted the Nirma Super.)
The Ads of Amul
The polka dotted frock clad ‘Amul Girl’ forms the longest running ad campaigns in the nation. With a witty take on the national issues, the concept of Sylvester da Cunha started out of a hand painted version. The campaign initially, a part of a Polson overturning agenda, had its own share of controversial runs as well. Overall the campaign is a constant endeavor to be the best. Apart from the print advertisement, Amul ran the Rajasthani self-help campaign under “Mere Ghar angana me”.
The Naukri.com with its ads banged Indian jobless market with a bang. But its ad campaigns were nothing short of witty. From saying goodbye to a boss named Hari Sadu to ending begging, Naukri made people stand up and take notice.
No advertisement captured the true essence of the product like the Happydent Chamakte Raho. The display of people replacing the chandeliers with their pearly white shine was truly SMART!
Hutch and ‘the following pugs’ Ads
Such was the impact of these ads that every Indian wanted to have the Hutch Puppy! Then, Vodafone acquired Hutch and continued with the well-loved pooch.
From its numerous campaigns to show the strength of the bond of fevicol, one witty campaign followed the other: all sticking to the adhesive grip.
Again, Alyque Padamsee’s brainchild of reinventing the bath time of an average Indian woman and making it a fun time grabbed Indian customers’ attention. Soon, the brand became the specialist of alter ad campaigns and showed the girl refreshing herself under a waterfall. (Wink!)
Public service campaigns
Doordarshan hosted some beautiful ads of sheer brilliance. From Mile Sur Mera Tumhara, Ek Chidiya Anek Chidiya and Torch of freedom, Unity in Diversity was administered in a better style every time.