Lingering charm of classic advertisements
As I bite into a chocolate, a jingle, long forgotten from an old TV commercial comes to mind, making me hum, “Kuch khaas hai hum sabhi mein... Kya swaad hai zindagi mein (There is something special in each of us; what a taste of life).” I can vividly recall this breezy ad as if I watched it yesterday. An ecstatic young girl runs into the field, dancing with abandon as her cricketer friend hits a six on the last ball.
Apart from the uplifting background score, the joyous vibe of the commercial had made it an instant hit with viewers.
Another heartwarming memory of that era is the iconic Humara Bajaj ad that depicted people cherishing their twowheeler; a son surprising his elderly mother with a new scooter, a couple riding on it with the ‘just married’ board.
Most of the advertisements in those days had a cheerful overtone. A housewife breaks into a song as the pressure cooker lets out a whistle. The vegetables jump merrily out of the grocery bag, hoping to be cooked in Ginny oil. Even the devil in the Onida TV ad sported a smile. How Shammi Kapoor’s eyes would light up at the sight of a small box of Pan Parag!
The persuasive and witty taglines of the ’90s have managed to stay much longer than those brands stayed on our shelves. “Khao Gagan, raho magan! (Eat Gagan, stay content).”
Another noteworthy feature in most old ads is the strong sense of community bonding. Remember the bus load of people reminding Paintal, “ECE bulb lana (Get an ECE bulb)?” A large joint family merrily digs into Lijjat papad at tea time, joined by a giant, friendly rabbit. In one Maggi ad, there are at least six children, playing in the lawn when mummy calls them in for the much-awaited treat. The hostel children willingly rotate the Hajmola bottle to share with each other till the warden spoils the party.
The entire neighbourhood, in most of these ads, seemed to be bound together and encircled by the famous, sparkling beam of Colgate.
Just as times have changed, so have commercials. I fail to recall jingles or taglines of most of the products I use today. Perhaps, I am not noticing them because my mind is now not as impressionable as it used to be in childhood .
Or maybe because of a single channel in those days, we didn’t have the option of changing channels during the commercial break and watched the same ads everyday till they grew on us and got embedded in the memory forever.
Nowadays, the information explosion makes it difficult for these ads to make a lasting impact on viewers.
The marketing professional seem to be aware of this fact which explains why the top brands today rely on celebrities to grab eyeballs.
My mind overcrowded with recollections of the past and preoccupations of the present, cannot recall the ads for watches currently on air. I wonder if an adorable grandmother, spiritedly conducting an orchestra would still be regarded as an ideal brand ambassador for a watch label.
JUST AS TIMES HAVE CHANGED, SO HAVE COMMERCIALS. I FAIL TO RECALL JINGLES OR TAGLINES OF MOST OF THE PRODUCTS I USE TODAY