India @75: Dream merchants- Anjali Malthankar


As India prepares to celebrate its 75th anniversary of independence, Ad gully is following the journey of advertising to serve Indian society. Thoughts – basically soch badal ke rakh diya.

Our goal is to compile the 75 most impressive and significant ways advertising has impacted India over the decades. In order to explain the significant contributions advertising has made to Indian society and ask them why they think these advancements are significant, we sought out to stalwarts in Indian advertising. In the lead up to this year’s Independence Day, Adgully’s website will be publishing stories in this special series, India @75 – Through the Advertising Lens. Anjali Malthankar, Tonic Worldwide’s Director of National Strategy, writes for Adgully about the “golden age” of advertising and the power of ideas in communication. She highlights some iconic advertising campaigns that have played multiple roles in shaping her 75-year journey to India’s independence.

Born in the golden age of advertising, I have always been fascinated by the power of ideas in communication. Its powerful point is to influence the fabric of society, even though trade. Contrary to popular belief that advertising is the dream dealer’s business, advertising has played multiple roles in shaping his 75-year independent journey in India. ‘Mile sur mera tumhara’ is a reminder of the unity of India’s diversity and the ‘Absolutely Buttery, Amul’ billboard will always be remembered as a vigorous marketing campaign. “Hamara Bajaj” captured the atmosphere of the rising middle class of the time and many iconic campaigns such as Cadbury.

From progressive depictions of women (e.g. Lalitaji in Surf Excel, Hero Pleasure – “Why should boys have all the fun?”, Tanishq’s second marriage ad) to equal men (e.g. Ariel – ‘share the load’) and The Man Company – ‘Gentleman kise kehtein hain’), cultural mix (e.g. Cadbury Celebrations – ‘Kuch meetha ho jaye’ during Diwali to Surf Excel – ‘Daag ache hain’) ‘ Holi ad), to the people who inspire them, to the gender-specific ones (Vic’s mother and Brooke Bond Red) label 6-pack included), and it’s all done. Advertisements are not only merchants of dreams, they are also guardians of conscience (public services – like the “Bell bajao” campaign), peacemakers (TOI – like “Aman ki Asha”), changemakers (TOI – like “Teach India”).) was also Gender Equality, Girls Awareness Campaign), Cheerleaders (Indian Sports), Entertainers (Vodafone – ZooZoo, Idea – Honey-Bunnys, Tata Sky – `Isko laga dala toh life zinga lala`), Problem Solvers (Awareness Raising) campaigns on AIDS, polio, Covid, etc.). Advertisements also include ‘The Zing Thing’ by Gold Spot, ‘Yeh dil mange more’ by Pepsi, ‘Dimag ki batti’ by Mentos, ‘Seedhi baat no bakwas’ by Sprite, and ‘Haek friends zaroori hota hai` and Idea by Airtel. – “What an idea sirji”, etc.

Advertising media evolves and consumer habits change, but big ideas will always find ways to influence people and entire nations through advertising. Happy Independence Day. Jai Hind.

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