Before the trend of binge-watching, sitting in front of television set-ups and watching shows was a different buzz. What also stood apart in this era of daily soaps, were the commercials of this era that have left an imprint in our minds. From the scripts to the settings and even the cast, they have all played a key role in making the ads memorable. A lot of contemporary age products are remembered for their ads from the past. An ode to these charismatic communications is this blog: The best of broadcast from the past.
- Pulsar – Definitely male
Pulsar bikes are among the most iconic motorcycles of India. It has been ruling the Indian market for years. It has a significant share in the country’s sportsbikes segment. One of the major driving factors of this bike’s popularity has been the commercial with the tagline “definitely male.”
The ads that targeted young adults or men, transformed the perception of the people, and emerged as a success in the advertising world. This campaign cut through the noise and positioned its bike as “ultra-masculine”, promising the most thrilling experience. Pulsar introduced a unique brand identity that was relatable for the youth of India. It struck a chord amongst people with the
- Fevicol – Dum laga ke haisha ad
What comes to your mind when you hear the word fevicol? A glue stick that you use to stick everything-right from paper to wood, footwear and more. But did you know, fevicol had only been a business-to-business brand. The product by Pidilite had been in business for decades, but only became a popular direct consumer brand in the recent past.
Fevivol’s “dum laga ke haisha” campaign launched a fresh perspective on the superior quality of its product. What sticks to us (quite literally) is the iconic ad featuring the struggle of the carpenters in separating the wooden blocks despite applying intense force. This was certainly a genius way of showcasing the strong adhesive bond of Fevicol.
As it was made available to the consumers, the good quality, simple yet affordable Fevicol products gained popularity amongst Indians. Fevicol gradually became a household name. The brand has truly done justice to its tagline “fevicol ka jod hai, tootega nai” in terms of its products as well as the unbreakable bond of loyalty amongst customers.
- Pepsi – Yeh Dil Maange More
What’s common between Aishwarya Rai, Shah Rukh Khan, Aamir Khan, Shahid Kapoor, Karishma Kapoor and the rest. They are all Bollywood stars of course, but also have been a part of some of the best Pepsi ads from the past. Yeh Dil Maange More, Oye Bubbly, Yehi Hai Right Choice Baby and Youngistan, the list goes on. Pepsi with its campaigns brought the best of cricket and Bollywood together, to get us all hooked to this beverage.
- Mentos- Dimaag ki Batti Jala de!
Think of mentos and the first thing that comes to your mind is its tagline- Dimaag ki Batti Jala de! No doubt, it has today become a part of the physicality of the brand. Mentos took a “fresh”, rather “refreshing” take on their brand position through its humorous twist on the Darwinian Theory of Evolution. Who could ever forget the amusing tale of a monkey who pops some mint in the forest, leading to its sudden evolution into a man. It was certainly a clever idea to incorporate interesting visuals, in its one-of-a-kind animated TVC’s to promote their campaign.
This light-hearted and easy to consume communication worked for the masses too, along with the youth, and made the brand a popular name. Mentos certainly left a mark with its catchy tagline and bizarre yet engaging campaign
- 7 Up – Fido Dido’s Keep it cool
7 UP’s Fido, known for his wit and presence of mind, is among the most loved mascots of Inda. Over the years, he has dominated the screen in the beverage’s ad, while being the sole hero in some and sharing space with Bollywood celebs in others. Apart from TV ads, this curly haired guy was also used for outdoor and on-ground promotions. Giving into the popularity, Fido Dido games, and merchandise were released in India, a first for any mascot in the Indian ad world. Headphones, sippers, Bluetooth speakers, t-shirts & hoodies, notebooks, and even funky slap-bands, Fido was everywhere!
When Coolers focused on bringing in cricketers and Bollywood stars to promote their brand, the foray of this spiked-hair, lean boy animation turned to be a revolutionary move for the brand. With his trendy look, laid-back attitude and unconventional take on life Fido Dido became a hit and taught us what is to be really cool.
These blasts from the past remind us that when communicated right, even the simplest of messages make a lasting impact. Exploring new grounds, effective use of animations and tech, the above advertisements stand out for their innovation and ideation.
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