India @75: Dream merchants & more: Advertising in Independent India - Anjali Malthankar

As India gears up to celebrate her 75th year of Independence, we at Adgully are tracing the journey of Advertising and its contribution to the Indian society at large – whether it is bringing about a change in mindsets, or a societal pattern, or empowering different communities or ushering in new thoughts – basically, Soch badal ke rakh diya.

Our aim is to collate 75 most impressive and significant ways in which Advertising has impacted India over the decades. For this, we are reaching out to the Advertising Honchos of India to share the most significant contributions of Advertising to the Indian society and why they consider them to be important developments. We will serialise the story on Adgully’s website in the lead-up to the Independence Day this year in this special series: India @75 – Through the Advertising Lens.

Writing for Adgully, Anjali Malthankar, National Strategy Director, Tonic Worldwide, mentions about the ‘golden era’ of advertising and the power of ideas in communications. She highlights several iconic ad campaigns that have played multiple roles in shaping India’s 75-year independent journey.

Born in a golden era of advertising, I have always been fascinated by the power of ideas in communications. The powerful thing about it is that even through commerce, it influences the fabric of society. Unlike a popular belief about advertising being a business of dream merchants, it has played multiple roles in shaping India’s 75-year independent journey. We remember ‘Mile sur mera tumhara’ as a happy memory of India’s unity in diversity and ‘Utterly butterly delicious, Amul’ hoardings as an always on, moment marketing campaign. ‘Hamara Bajaj’ captured the aspirational mood of the middle class then and many iconic campaigns such as Cadbury – ‘Kuch khaas hai zindagi mein’, ‘Fevicol ka majboot jod hai, tutega nahi’, are the classics of the early decades of the golden era.

From progressive portrayal of women (for example, Surf Excel’s Lalitaji, Hero Pleasure – ‘Why should boys have all the fun?’, Tanishq’s second marriage ad) to equal men (for example, Ariel – ‘Share the load’ and The Man Company –‘Gentleman kise kehtein hain’), from cultural mix (for example, Cadbury Celebrations – ‘Kuch meetha ho jaye’ during Diwali to Surf Excel –‘Daag acche hain’ Holi ad) to also inspiring people to be gender inclusive (Vicks mom and Brooke Bond Red Label Six Packs), it has done it all. Besides being a dream merchant, advertising has been a conscience keeper (for example, Public service – ‘Bell bajao’ campaign), a peace maker (for example, TOI – ‘Aman ki Asha’), a change agent (TOI – ‘Teach India’ and other gender equality, girl child education campaigns), a cheer leader (to our Indian sports) an entertainer (Vodafone – ZooZoo, Idea – Honey-bunnies, Tata Sky – ‘Isko laga dala toh life zinga lala’) and a problem solver (awareness campaigns on AIDs, Polio, Covid, etc). Advertising also kept the cool quotient high with youth advertising like Gold Spot – ‘The Zing Thing’, Pepsi – ‘Yeh dil mange more’, Mentos – ‘Dimag ki batti’, Sprite – ‘Seedhi baat no bakwas, Airtel – ‘Har ek friend zaroori hota hai’ and Idea – ‘What an Idea sirji’ and more.

Indian advertising has always leaned towards the future and has kept the nation ahead of the curve in various ways. The progressive portrayals keep the aspirations high. Advertising itself adds to the pop culture of India. To study the story of changing India, one can just pick-up an advertising showreel of Independent India of any brand or category and celebrate the journey.

In the last decade, digital advertising has helped the nation not only in adopting digital, but also helped deal with the crisis of Covid when other mediums were fading. Advertising mediums will evolve, consumer habits will change, but big ideas will always find their way to influence the people and the nation at large with advertising. Happy Independence Day. Jai Hind.