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Wednesday, November 25, 2020

Indian Ad-Age


How Lalitaji got Surf riding the washing powder waves

December 08, 2019 5:24 pm

In its advertising charge against Nirma, Surf came up with a character no one would ever forget: Lalitaji. A housewife who would bargain for everything, but not on the price of Surf.

Indian Ad-age: How a jingle made Nirma sabki pasand!

May 31, 2020 7:49 pm

In the 1970s, the Indian washing powder market was dominated by Hindustan Lever Limited (HLL) and its Surf was pretty much THE detergent powder to use. That changed with the emergence of a washing power called Nirma.

Indian Ad-Age: How Lijjat Ad-ed value to the perfect Indian snack

November 10, 2019 2:26 pm

You want to advertise the most Indian snack. Something that no one imagined could be a branded product, let alone advertised. You are literally on a shoestring budget, ruling out celebrities and fancy sets. So what do you do?

Indian Ad-Age: How Aamir Khan went through hell to get a Pepsi

October 06, 2019 7:35 pm

Pepsi came up with the line “Yehi hai right choice, baby, Aha!” and in its initial campaign (directed by Mukul Anand) featured Indian pop star Remo Fernandes and film star Juhi Chawla. Although the jingle caught on, the drink itself was not really striking the sort of chord that the brand wanted. It would do so, with a little help from a current and two future Bollywood stars at the time.

Indian Ad-Age: How Cherry Charlie made Cherry Blossom Shine

September 14, 2019 1:25 pm

How successful the Cherry Chaplin ads were can be gauged from the fact that they went on for quite a while, a rarity in an industry where change is almost constant.

How ‘Mummy, I am Hungry’ made Maggi a household name in India

September 08, 2019 3:04 pm

Although simple, the “Mummy, I am hungry” ad had so many nuanced messages right under that surface. No one found it spectacularly entertaining, but it got the message across - moms trust Maggi for their kids. So it had to be good!