India Today - - INSIDE - Cover by NI­LAN­JAN DAS


Be­fore the era of glitzy malls, it was home­grown brands that thrived in pre-lib­er­al­i­sa­tion In­dia. Un­til the 1980s, the Amby (Am­bas­sador) and the Pad (Pad­mini) ruled its streets; Campa Cola, Ci­tra and Gold Spot were the drinks of choice (and Coca Cola un­til Ge­orge Fer­nan­des, much to the dis­may of aer­ated drink-glug­ging tod­dlers, or­dered Amer­i­can multi­na­tion­als IBM and Coca-Cola to leave the coun­try due to al­leged in­vest­ment vi­o­la­tions), and an HMT watch ticked on al­most ev­ery In­dian’s wrist from 1961. Grow­ing up on Chacha Chaud­hary and Sa­boo or en­joy­ing a ride in town on your Ba­jaj Scooter or, if one could af­ford it, a Ra­j­doot or Yezdi, was what life looked like be­fore thun­der­ing Har­ley David­sons were im­ported on to In­dian roads. The late ’70s also saw a revo­lu­tion in the world of ad­ver­tis­ing. Catchy jin­gles, the evo­lu­tion of dif­fer­ent tar­get groups (the mod­ern woman used Jaipan blenders and the VIP man wore noth­ing but a Frenchie and dress­ing gown) and over­all in­no­va­tion in style and sub­stance, com­mer­cials and cam­paigns launched some of the lead­ing ac­tors in the In­dian film in­dus­try. in­dia to­day goes back in time to re­dis­cover these brands, their un­for­get­table ad­ver­tise­ments and their in­deli­ble place in In­dian minds and mem­o­ries.

Newspapers in English

Newspapers from India

© PressReader. All rights reserved.