Isse sasta aur achha kahin nahin. Nowhere is it cheaper and better than here. This was the tagline of the retail chain Big Bazaar before it changed to Nayi India Ka Bazaar. Business Standard translated it as “there is nothing as inexpensive and good as this.”
advertising
Dust Resistant
Nokia launched the 1100 phone in 2003, in India first. Its keypad and front face were designed to be as dustproof as possible. Its sides are non-slip for humid weather, and it has a built-in flashlight.
The Indian ads listed the features: “Dust resistant. Torchlight and Anti-slip grip.” Nokia India’s Sharma said of the research: “One of the things we found out was that the torch is of high value.” More than 250 million were sold.
The Joint Family Fridge
Haier India markets a four-door refrigerator for joint families. “In a bustling Indian joint family, the kitchen is the heart of the home,” its website says. “Keeping food fresh for a large family is a top priority.”
Buy Your Own Bottle
In April 2013 Bisleri launched a campaign called Kiss to Drink for its 500 ml bottle, made by the agency Soho Square. The films urged people to “buy their own bottle instead of sharing it.”
The campaign rested on one insight: “no one likes to share their water bottles.” The Superhero film, on Bisleri’s YouTube channel, carries the line Kiss karke pina hai toh apni bottle kharid! To drink with the lips on the bottle, buy a bottle of one’s own.
Neighbor’s Envy, Owner’s Pride
In the 1980s the television maker Onida advertised with the slogan “Neighbour’s envy. Owner’s pride.” Its mascot was a devil, designed by the artist Gopi Kukde for the agency Avenues. The campaign made Onida a household name, ThePrint wrote. The company retired the devil in 2009 and brought him back in 2018.
Brewing Togetherness
In a 2014 Brooke Bond Red Label tea film by Ogilvy India, a Hindu couple is locked out of their apartment. Their neighbor, a woman in a burqa, invites them in for tea. The husband first declines. Then the smell of tea wins him over, and they go in.
The film ends with the line Swad Apnepan Ka, the taste of togetherness. The brand has used it in many campaigns since.
The Maharaja
Air India’s mascot, the Maharaja, “made his grand appearance as the iconic mascot of Air India in 1946.” He was the idea of Bobby Kooka, the airline’s commercial director, and was drawn by Umesh Rao of the J. Walter Thompson agency.
Air India says that he stands for “impeccable hospitality and service standards.”
Wake Up, Consumer
Jago Grahak Jago. Wake up, consumer. The Department of Consumer Affairs has used the slogan for years in its advertising campaigns on consumer rights.
India marks December 24 as National Consumer Day. On that date in 1986, the Consumer Protection Act received the assent of the President.
Trust Is Everything
Kalyan Jewellers advertises under the slogan Trust Is Everything. In February 2021 it released “the 6th edition of its #TrustIsEverything campaign.” “Kalyan’s national brand ambassador Amitabh Bachchan digitally launched the film on social media.”
It Will Get Done
Ho jayega. It will get done. HP India built an advertising campaign for small businesses around the phrase. The trade site BestMediaInfo called it “that typical Indian expression.” HP India’s chief marketing officer, Prashant Jain, described the campaign as “a celebration of the dependability of the Indian small business owner.”