Sunday, 17 May 2015

Nostalgic Ads of 90's - Brand Awareness

Yesterday I was watching a video of fevikwick on YouTube when right side panel just showed the old fevikwick ad of 90s.  With curosity, I clicked on that video and it played the same ad which I have seen during my childhood. While I was viewing this ad, YouTube intelligent algorithm showed other videos of TV commercials during my boyhood days.  One after another, I watched all of those commercial ads which I remembered and from there writing a post on old Doordarshan ads came in my mind and I finally decided to pen it down.


While today generation might be hooked to not-so-effective ads of Body Spray Deo but then I belong to yesteryears of 90's  and I have grown up watching these TV commercials where focus have always been  - how to connect audience and make the brand part of our families. These brands have always focused on targeting middle class, carried simplistic form of conveying brand messaging and adding the cultural flavor to establish much needed connection between a brand and it’s consumer.

Apart of user centric brand messaging, the presentation these old TV ads conveyed, shows the lifestyle of 90s when there wasn’t too many resources. It was the time of only one TV channel, 2 movies in a week and special programs for Sundays i.e lifestyle wasn't so fast/messy during those days.  Consumers of 90s were so connected to these TV commercials that often these brands were recognized by the messaging in their TV ads.

Here are my top 5 yesteryears ads and I am sure you will like them too. There are some funny ads (if you compare them with today’s TV ads version), but just focus on the content and inclusion of cultural flavor which create a bridge between brand and its consumers. Here you go:


Pan Paraag
Main characters : Shammi Kapoor & Ashok Kumar
Pan Parag is a popular product today, but to make it popular, veteran actors Shammi Kapoor & Ashok Kumar were roped in a TV ad.
Famous punch lines:
1)    Par ham aapse ek baat kahna to bhool hee gaye (& the background music…)
2)    “…baraatiyon ka swagat Pan Parag se kijiye”
3)    “Ohhoo.. Pan Parag!!! …hamein kya malloom ki aap bhi Pan Paraag ke shaukeen hain” 


Dhara Oil:
A little boy running away from home goes back just at the thought of his mother's 'garma-garam jalebi'. The child-like innocence is hard to reconstruct again and this commercial recalls calmness of growing up years.
Famous punch lines:
1)    “…sab mujhe gussa karte hain, main ghar chodh ke jaa rahaa hoon..”
2)    “..par ghar mein to maa ne garma-garam jalebiyan banaayi hain”
3)    “…..Jalebi!!!..”
Main Highlight: The sheer innocence, the imagination and expression can make anyone heart melt. Brilliant ad.



Hamdard Cinkara – Javed Jaffery
A very rare old Hamdard Cinkara English TV Ad featuring the brilliant Javed Jaffery & glimpse of his little locking moves.
I am sure many of us must be seeing this ad after many years. The ad started with brilliant locking moves of Javed Jaffery and then getting fatigue during the day.
Main highlight:  when he broke the glass and come out as winner distributing papers to fellow works.


Old Classic Indian Ad of Lehar Pepsi
Main Characters: Aamir Khan, Mahima Chowdhary and Aishwarya Rai.
Today we see Amir Khan endorsing Coke, but it was way back around 1992-93 when he first acted for Lehar Pepsi Ad. This TV commercial is actually an exact copy of it's English version ad where lead actor was Michel J. Fox.
Famous Punch Line: Yehi hai right choice baby – Aha!




Cadbury’s dairy milk – Dancing girl & Batsmen hitting for six
Famous punch lines (well the song is itself the punchline of this ad)
Song ..”kuch swaad hai zindagi mein…” sung by “Shankar Mahadevan”
Main highlight – when lady comes out from bench and tear the security to dance in state of euphoria, full of emotions.  Brilliant.



Nerolac Paints:
Main Highlight - The song. Beautifully picturised showcased the painting work going on in house, friendly Nerolac Painters and beautiful painted walls.



Nirma Super :
Deepika ji & Shopkeeper
Famous Punchlines – Actually everything related to this ad is punchline itself.
Video – Haven’t got the video. Tried finding it. However I can present the textual format. Hope everyone likes it.

Shopkeeper: Oh ho Deepika ji , aaiye aaiye, ye lijiye aapka sab saman taiyar
After looking to some other soap (in basket) which is not Nirma
Deepika(Customer): Nahi Nahi ye nahi who (pointing at nirma).
Shopkeeper: Par aap to hamesha woh, purana wala sabun....(stammering)
Deepika: Leti thi, par jab wahi safedi, mujhe kam damo mein mile to koi ye kyun le, wo(nirma) na le!
Shopkeeper: Man gaye!!
Deepika: Kise?
Shopkeeper: Aapki parkhi nazar aur nirma super dono ko !!!

Hamaara Bajaaj –
Famous punch line – “Buland bhaarat ki buland tasvir – hamaara Bajaaj”
The ad is so beautifully pictured that it connects the brand with consumer of different faiths. Our cosmopolitan culture is brilliantly showcased and Bajaj is fixed as part of this culture, makes it instant hit with Indian consumer of that era. Whether revealing the vehicle to his mother by the son, or washing the vehicle by the owner, or taking a ride on scooter, Bajaj was considered to be the Aam aadmi ki sawaari and it became hit with common man in India. One of the best ad featuring creativity of fixing the brand in daily lifestyle.




Pledge Your eyes:  While I was student during those days, but this was one such ad which conveyed the social messaging in a very simple & effective way. Aishwarya Rai was newly formed Miss World during those days and when said that “She will pledge her eyes” and also requested others to  help in this cause, makes the messaging very effective. She looks very beautiful in the ad and content is mostly focused on her eyes and message she is conveying. Beautifully narrated.


Bajaj Bulbs - Based on few comments by some of my blogger friends, I am upading this post with an insertion of Bajaj Bulbs ads. Like many others, the background song is the main USP of this ad. It connects the brand with the user since childhood days to the days when he become old. 
Main Highlights: 
"Jab main chota bachcha tha, badi sharaarat karta tha (same lines were used in movie Golmaal-1)
"Jab roshan hota bajaaj"
"Ab mai bilkul boodha hoon, goli khaakar jeeta hoon" (how true is that)
"meri chori pakdri jaati..." (can't stop laughing on this line)



I thing you will agree with me, these ads were having charms of their own. They reflect the mood of nation, the society & people. Nothing can replace the aura of those days ads. We hope, ad makers will learn from these old brilliant ads about the value of brand-consumer connection and simple yet effective way of presentation.

Please share if your favorite ad of 90's. I will be happy to have your valuable comments.

39 comments:

  1. OMG, I just love this post. It was a trip down the memory lane. Do you remember that Natraj pencil? Probably only cartoon commercial. Natraj sabse aage, bonded lead wali Natraj Pencil...

    Seriously, they should make more ads like these. Thank you for writing and sharing this. :)

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    1. Thanks Saru. Yeah I remember it very well. It was a big hit during our school days. Thanks for liking the post. :)

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    2. I ditto Saru except I remember one more cartoon commercial. The 'utterly butterly delicious,,,' one. I enjoyed the journey. :)

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    3. @Ravish - Yeah, that too.

      @Vishal - Write more posts like this.

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    4. Right Ravish, the "Utterly Butterly delicious Amul" ad has also been quite famous during those days.

      @Saru - Thanks a lot for encouraging words.

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  2. Time traveled through this post. I loved Aishwarya in that Ad. And that kid in Dhara :)

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    1. Indeed. These two ads are amongst my favorite as well. Dhara ad is simply unforgettable. The simplicity of this TV commercial and innocence of child - instantly connect with audience.

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  3. Great post Vishal ji. Past moments re-lived again. Another ad that I liked much was of Surya Bajaj with lines "jab main chhota bachcha tha badi shararat karta tha meri chori pakdi jaati.....music....bajaj surya bajaj"

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    1. Haha.. Right Ashish. I will update that in my list.. above.. main punchline of the ad was "Meri chori pakri jaati..." thanks for reminding me about that ad. Brought smile on my face :)

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  4. Those days, those ads...ah! I so much miss few of them incl Surya bulbs, Gold spot among others.

    www.hautekutir.com

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    1. Ekta, I have updated this post with Bajaj blubs ads. Thanks for liking this post.

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  5. Bajaj one is epic...hope they reinvent scooters and launch again

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    1. Bajaaj Scooter has been considered as "Aam Aadmi ki sawaari" from many years. With changing times, I believe they've worked on introducing new models like Bajaj Kristal & Scooty pep plus. But these are still no match to old bajaj scooters our parents have used for ages. Coming back to the brand-user connection, just a simple punchline and it made hell lot of difference when they say "Hamaara Bajaaj" which makes a positive impact on user's mind about the brand.

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  6. Thats my era too...wow...I loved these and the dabur laal dant manjan and vicco ads too!! nostalgic indeed!

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    1. hahaha.. yes I can remember that too. Famous punchline "raju, tumhaare daant to motiyon ki tarah chamak rahe hain". Remember "Kayam Choorna" ad and Rakesh bedi as forest engineer (lol). Those were the days...Nostalgic.

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  7. Really so nostalgic! I remember all these ads... Vicco turmeric cream, Nirma..the jingle of it..:-) Those were the Mahabharata days...

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    1. Thanks Maniparna. I am glad that you liked this post. Welcome to my blog.

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  8. Love this - you have brought some memories alive..The Cinkara was the funniest :)

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    1. Thanks. Yes, Hindi version of Cinkara is even more better..

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    1. Thanks a lot and welcome to this space. Keep visiting.

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  10. Nothing these days to match those punch lines. :) Great reminder. Loved this trip to past.

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    1. Yes, unmatchable charm. Those days - we had less resources but had time. These days, we have more resources and less time.

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  11. My favorite is Hamara Bajaj...i feel ads those days did pretty well connecting with the audience...they used to have a different charm.

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    1. Yes Alok. Baja (bulbs & Scooter ads) my favorite too. They did something really good to connect with audience - which make them user's brand. The kind of Indian cosmopolitan culture shown in Bajaj Scooter ad, makes it an instant hit with audience.

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  12. My all time favorite is the Hari Sadu ad hope you have seen it!

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    1. Yes. I remember it very well. That was first kind of ads targeted job seekers. Infect that ad is still the best one compared to recent shine.com ad.

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  13. Wow.Thanks for bring the memories.How about the Ajanta Music clock and Titan ad? So much impact that we can enjoy even now.
    http://www.srikri.com/

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    1. Yes, I still remember that Ajanta clock ad. Remembering that ad makes time still.

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  14. Just went down the memory line... :)

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  15. Love love this post.. Miss those adds ...
    miss those days ..

    5 ways to wear a LBD

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  16. Lovely post ! those were the golden days...:)

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    1. Certainly 'Golden Days'..Thanks for liking this post..

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  17. Guys,there used an ad of Surya bulb showing a jinn on a flying carpet.The highlight of the ad was the scene where the statue of liberty opened its eyes.I'm dying to watch it again and haven't been able to find it even on Youtube.Please,refer me if anyone knows where it is.

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  18. I miss those ads!!! The jingles were so appealing that i still remember them :)I vividly remember Dairy Milk's 'Kuch Khaas Hai Zindagi Meinnnnn' too.

    Cheers,
    Untraveled Routes

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