The tapestry of Old Indian Ads is a vibrant mirror reflecting the slow but dramatic change in the fabric of the socio-cultural landscape, right from the dreams of the ’80s through the aspirations of the ’90s to the digital narratives of the early ’20s. This flashback journey was not merely the transition of branding or products; it was an engaging tale woven into India’s self. The article delves into popular Indian ads that reflected the aspirations and values of the people, converting them from a mere commercial enterprise into a milestone in the common memory and culture of India.
The Transformation of Old Indian Ads Over Decades
The 1980s: The Dawn of Color and Tradition
The golden era of advertising and its liberalisation came with the ’80s era, which saw colour television come to the fore in India. This decade is usually best remembered for using advertising to blend traditional values with modern aspirations, appealing to the middle class. From pathbreaking campaigns like the Liril soap waterfall ad to the endearing “Hamara Bajaj” for Bajaj Scooters and Vicco Turmeric’s natural beauty pitch, all of it has gone on to become symbols of reliability, tradition, and purity etched in the most famous ads of India.
Iconic Indian Ads of the 80’s
Liril Soap
Featured a vibrant backdrop of a waterfall, with a lively jingle and imagery that encapsulated youthfulness and freedom. The ad showcased a woman enjoying her bath with Liril soap, symbolising a break from the mundane. Alyque Padamsee’s consumer research uncovered that the daily bath was a precious escape for Indian housewives, a time of daydreaming and personal freedom. This insight was central to the ad’s concept, portraying the bath as a moment of joy and rejuvenation. The ad didn’t just market a soap; it sold an experience, deeply resonating with audiences and turning Liril into an icon of freshness and liberation. It became a memorable piece of advertising, celebrated for capturing the essence of youthful vibrancy.
“Hamara Bajaj” for Bajaj Scooters
Presented Bajaj scooters as more than vehicles; they were depicted as reliable companions integral to the Indian family. The ad featured heartwarming narratives and a catchy jingle that reflected family values, reliability, and togetherness. The campaign tapped into the Indian psyche, emphasising qualities like durability and the ability to bring families together. It highlighted the scooter’s role in the family’s daily life, from commutes to celebrations. At a time of economic changes and increasing foreign brands, “Hamara Bajaj” emerged as a beacon of Indian pride, deeply connecting with consumers and solidifying Bajaj’s market position. It became an emotional symbol for the Indian family.
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Vicco Turmeric
Highlighted the benefits of turmeric in skincare, positioning Vicco Turmeric as an ayurvedic remedy and a beauty cream. The ad cleverly used the cultural and medicinal relevance of turmeric, showcased against both traditional and modern backdrops. It tapped into the ancient Indian tradition of using natural ingredients for beauty care, advocating for a shift towards products promising wellness and purity along with aesthetic improvements. By emphasising turmeric’s natural benefits and Ayurvedic principles, the campaign set a precedent in the beauty industry for integrating traditional wisdom with modern skincare. The ad resonated with audiences seeking authentic and effective beauty solutions, establishing Vicco Turmeric as a staple in the Indian beauty landscape.
These ads stand as exemplary models of how advertising can transcend mere product promotion to capture the cultural and emotional essence of its time, leaving a lasting impact on both the market and the collective memory of the audience.
The 1990s: A Confluence of Nostalgia and Modernity
The ’90s, in fact, were the years in which India started opening arms to globalisation and, in a way, mixing nostalgic charm with the promise of new opportunities. This period brought out creative masterpieces like Cadbury Dairy Milk’s “Kuch Khaas Hai Zindagi Mein,” Pepsi’s “Yehi Hai Right Choice Baby, Aha!,” and the elegant Titan Watches campaign. These campaigns were not regular advertisements; they became a part of the Indian story of happiness and celebration. Possibly the best Indian ads of all time.
Memorable Ad Campaigns of the ’90s
Cadbury Dairy Milk: Kuch Khaas Hai Zindagi Mein
The iconic Cadbury Dairy Milk campaign, conceptualized by Piyush Pandey at Ogilvy & Mather (O&M), stands as a testament to creative advertising that reshaped societal norms. With model Shimona Rashi capturing hearts in the memorable cricket field advertisement, the campaign successfully transitioned chocolate from being seen as merely a children’s treat to a universal symbol of joy and celebration. By weaving the narrative around a cricket match, this campaign deeply connected with the Indian audience on an emotional level, altering the perception of chocolate consumption across all ages.
Pepsi: “Yehi Hai Right Choice Baby, Aha!”
Directed by Mukul Anand and creatively steered by Mehernosh Shapoorjee and Abhinav Dhar at JWT (J. Walter Thompson), the Pepsi campaign of the ’90s became a cultural milestone. With Remo Fernandes crafting the unforgettable music and talents like Shankar Mahadevan and Penny Vaz lending their voices, the campaign resonated deeply with the Indian youth. It encapsulated the vibrant and rebellious spirit of the era, positioning Pepsi not merely as a beverage but as the emblem of choice for a bold and dynamic generation, truly capturing the zeitgeist of the ’90s in India.
Fevikwik: “Chutki Mein Chipkaye”
The Fevikwik campaign, crafted by the legendary Piyush Pandey, is a prime example of advertising brilliance that left a lasting impression on the audience. This ingenious ad brought to life by director Prasoon Pandey, portrayed a humorous yet striking depiction of Fevikwik’s instant adhesive power. The narrative cleverly juxtaposes a simple South Indian villager, armed with nothing but a stick and Fevikwik, against a professional fisherman, showcasing the adhesive’s efficacy in a light-hearted and memorable manner. This campaign not only showcased the product’s unique selling proposition in an engaging way but also cemented Fevikwik’s position as a go-to solution for quick fixes, demonstrating the power of creative storytelling in enhancing brand recall.Top of Form
The Early 2000s: Storytelling in the Digital Age
The turn of the century has now introduced a new era: digital storytelling. However, its core premise—that truly effective advertising works by capturing an audience through its emotions—remains. A global campaign, “Daag Achhe Hain” from Surf Excel, “Umeedo Wali Dhoop” from Coca-Cola, and the 20s ads of Melody Toffee campaign by Parle always stand to keep the tradition of path-breaking storytelling as they made their presence felt on the digital platform.
Iconic Ads of the Early ’20s
Surf Excel: The “Daag Achhe Hain”
The “Daag Achhe Hain” campaign by Surf Excel, crafted by Lowe Lintas, redefined detergent advertising by celebrating stains as symbols of learning and childhood adventure, rather than mere messes to be cleaned. Through heartwarming stories like a young boy getting stained while helping his sister, the campaign effectively shifted consumer perceptions, emphasizing life’s experiences and lessons over spotlessness. This innovative narrative not only resonated deeply with families but also distinguished Surf Excel as a brand that values the developmental journey of children, transforming it from a mere detergent to a symbol of growth and exploration.
Amul Doodh: “Amul Doodh Peeta Hai India”
Amul has firmly established itself as India’s premier dairy brand, resonating deeply with consumers through its creative “Amul Doodh Peeta Hai India” campaign, which underscores the brand’s ubiquity and trustworthiness. This slogan, a brainchild of the advertising agency daCunha Communications, has been pivotal in highlighting Amul’s commitment to quality dairy products over the years. By skillfully blending traditional advertising with dynamic digital outreach, Amul has continued to engage and attract a wide audience, ensuring its place as a household staple. This strategic marketing approach has not only reinforced Amul’s legacy but also emphasised its role in enriching Indian lives, making it an enduring symbol of nutrition and quality.
Melody Toffee by Parle: “Melody Khao Khud Jaan Jao”
The Melody Toffee campaign, masterminded by Haresh Moorjani and his team at Everest Agency, distinguished itself in the competitive confectionery market with the catchy “Melody Khao Khud Jaan Jao” tagline. This ingenious marketing strategy, inviting consumers to explore the unique blend of chocolate and caramel, sparked curiosity and engagement, setting Melody apart from rivals like Cadbury’s Eclairs. By incorporating a narrative of mystery and indulgence, the campaign struck a chord across generations, making the act of eating Melody toffee an immersive experience of discovery. This approach not only boosted Melody’s market presence but also cemented its reputation as a beloved treat, showcasing the impact of creative storytelling in branding.
The Enduring Legacy of Old Indian Advertising
The legacy of Old Indian ads is a testament to the enduring power of storytelling and emotional connection. Whether it was the old-world charm of the ’80s, the watershed decade of the ’90s, or the digital revolution of the ’20s, each of them is an ad that is so much more than an ad. These are the celebrated chapters in the collective story of India. As we travel back in time on the nostalgia ride with these advertisements, I would also like to take this opportunity to salute the marketers who ideated these ideas, commend the indelible impression these timeless popular Indian advertisements have left on our culture, and carry forward through time. They serve as beacons of creativity, consistently reminding us that the essence of great advertising lies in its ability to connect hearts and evoke nostalgia. They became the most famous Indian ads ever.
