It won’t be an overstatement to say that the 90s was the golden decade of advertising. It set the tone for the millennial to come, with truly captivating ad films. Let us look at some of our favorite commercials, which had a significant impact on the world of Indian Advertising.
1. Raymond – The Complete Man
The Complete Man series of Raymond was a game-changer in the world of advertising. It represented a foray into People Advertising – selling your product not by focusing on its features but by appealing to the needs of your target group. The advertisement described an ideal user of their brand – Raymond. Anyone who identified with their definition ‘A Complete Man’ seamlessly got pulled towards the brand.
2. Cadbury – Asli Swad Zindagi Ka
Cadbury had already won the hearts of children; now, it wanted to appeal to the adults. This iconic ad featured a young and carefree woman running across a cricket stadium to hug her favorite batsman. The commercial capitalized on the secret wish of every adult to bring out the child in them and became memorable forever.
Fevicol was one of the first major brands to introduce comedy in the world of advertising. Focus on plotlines, and comical storytelling is what sets its ads apart and made the brand memorable. The plotlines revolved around the lives of Fevicol’s target audience – the woodworkers, enhancing their connection with the brand.
The 90s came, and advertisers at Pepsi realized they needed some influencer marketing to gain the upper hand in the competitive world of soft drinks. Pepsi was one of the first to effectively utilize the power of brand ambassadors. They came up with a series of commercials featuring sportspeople, ultimately transforming their brand identity to a sporty, cool, and young vibe. The spot featuring Sachin Tendulkar remains a favorite to many even today.
Musical story telling at its best, Titan is the most recognized consumer brand, thanks to its signature ad tune – the 25th Symphony of Mozart. The instrumental music launched by Tata, soon garnered a universal appeal, defining the success of the Titan brand. The television commercial features a father’s love for her daughter, who gifts a Titan watch on her wedding day, accompanied by the music, ‘timed’ to perfection.
6. Bournvita – Tan Ki Shakti Man Ki Shakti
The power of Bournvita advertisements could be validated by the fact that children who hated milk started drinking it happily. Bournvita created an atmosphere of revolution and community bonding through its iconic ads. Every parent wanted to give Bournvita to their child so that they could get stronger, and every child wanted to drink it, so they could have fun with their friends, as shown through the ads!
We hope these old television ads brought back your childhood memories and a smile on your face! 🙂