The advent of colour television during the 1982 Delhi Asian Games marked the shift from print and cinema to television. From the mid-1970s to the early 2000s there was fantastic print work.
Some notable print campaigns from that period include FourSquare, with the tagline, 'Live Life Kingsize,' and Garden Sarees, which also had television commercials. "The Garden ads brought a new aesthetic to the medium," says Anand Halve, coauthor of AdKatha: the Story of Indian Advertising. Elsie Nanji, Managing Partner of Red Lion Publicis, fondly remembers a print ad in 1983 for Hotel Dona Sylvia in Goa: "It had beautiful long copy and the hotel was booked for months." Nanji, with Ashok Kurien, created Thums Up's 'Taste the Thunder' campaign and the controversial ad for Tuff shoes featuring Milind Soman and Madhu Sapre in the nude.
The Raymond’s Complete Man was a turning point in advertising. They had the first mover’s advantage as they had taken the risk of emasculating the typical man of brawn to someone with sensitivity, emotions, humour, respect, love and care. They have been successful for more than a decade and as people who’d doubted them then are copying them now, only the original succeeds.
The Raymond’s campaign is still the most influential and better than any other competitor. It was created by Rajan Nair and Arun Kale and backed up and followed up by Aradhna Athawale -Chitins, Sanjay Sure, Samir Johrey and Sunil Shibad in Nexus Equity.
Some of the later Raymond ads featured a man who takes time out from his busy schedule to hunt out an old disabled friend. Another had a guy spreading his arms at the edge of a cliff – in an apparent desire to take flight.
The gentle Raymond man who tucks his daughter into bed and plays the violin might be just ideal, thought some.
Besides the man, another constant in all Raymond ads since the 90s has been the signature tune playing in the background. The absence of spoken words in the ad makes it easier for adaption to local TV channels without translation.
The milieu for every Raymond ad is upper middle class. But despite its premium imagery Raymond has patrons across all social economic strata.
Even Cadbury’s Dairy Milk has run through various TV ad campaigns from time to time. However, its latest commercial which depicts Dairy Milk chocolates as compensating for all those dicey vegetables (such as bottle gourd and bitter gourd) which invariably show up at dinner, is aimed to positioning the brand as a wonderful dessert in households that are too health conscious in terms of nutritional value of the food.
The Amul advertising campaign story as we know it today began in 1966 when Sylvester daCunha, then the Managing Director of the advertising agency ASP, clinched the account for Amul butter. He and Eustace Fernandez, in a serious bid to do away with the dull, boring image of butter created this little girl.
Be it politics, sports, Bollywood, lifestyle or just another happening of human interest - India's best-selling table butter has had a spoof on anything and everything. And it's really hard to miss the adorable and good old polka-dotted clad moppet, peeping through hoardings featuring Amul ads. She has been there for your dad, for you and will keep coming back with a tongue-in-cheek remark to amuse your kid - that's the USP of Amul ads which probably is one of the most successful ad-campaigns on India.
John Abraham's debut production venture starring RJ turned anchor Ayushman Khurrana and the very beautiful Yami Gautam won hearts. And it was the simplicity and warmth with which the otherwise bold subject of 'sperm donation' conveyed that the film struck an instant chord with the audiences. What next? There it was - an all new Amul ad raising a toast to the subject with a caricature of Vicky surrounded by kids asking him butter, saying 'Donate generously'!
The main reason why the Amul advertising campaign has run successfully for so long and managed to retain as well as build interest is that the campaign is ever so simple. It deals with something that is on everyone’s mind and they are able to identify with the ideas expressed in the advertisement almost instantly. This also makes the pun ever so evident and enjoyable!