In Indian advertising, inspiration comes from an eclectic mix of mythology, folklore, contemporary issues, and global trends, Indian advertisements often transcend mere commercial messages, evolving into cultural artifacts that mirror societal aspirations and anxieties.

One of my favourite books “Nawabs, Noodles, and Nudes: India through 50 Years of Advertising,” by author Ambi Parameswaran delves deep into this dynamic world, offering an insightful chronicle of how advertising has shaped and been shaped by the Indian socio-economic landscape. Parameswaran, a seasoned adman himself, navigates through five decades of Indian advertising, unearthing fascinating stories behind iconic campaigns and the evolving tastes of Indian consumers.

The book is a rich tapestry that highlights the nuanced interplay between tradition and modernity. For instance, Parameswaran recounts how early advertisements were deeply rooted in cultural symbolism, with brands leveraging familiar motifs like the ‘benevolent goddess’, ‘the wise old guru’, and the ‘heroic warrior’ to build trust and credibility.

As India marched towards globalization, the advertising narratives began to shift. The liberalization era of the 1990s ushered in a wave of Western influences, reflected in the changing themes and aesthetics of advertisements. Brands like Pepsi and Coca-Cola, with their flashy, youth-centric campaigns, heralded a new age of consumerism. The title of the book itself—”Nawabs, Noodles, and Nudes”—is a nod to the diverse and sometimes contradictory elements that define Indian advertising. The ‘Nawabs’ symbolize heritage and grandeur, reflecting the luxurious appeal of brands that evoke India’s royal past. ‘Noodles’ represent the advent of convenience culture and the globalized palate, epitomized by the ubiquitous presence of instant noodles in Indian households. And the ‘Nudes’ signify the bold and often controversial strides advertising has taken, pushing boundaries and challenging societal taboos.

So which are some of my favourite Indian ads?

1. Camlin

Camlin’s advertisement for their permanent marker showcases the marker’s indelible quality. In a creative and funny manner, the ad demonstrates situations where the marker’s ink cannot be removed or altered, emphasizing its permanence. This clever depiction effectively conveys the product’s primary feature to the audience.

2. Red Label Chai

The Red Label Chai Social Network ad is a vibrant campaign that taps into the essence of community and shared moments over a cup of tea. The ad cleverly uses the social network theme to emphasize how Red Label Chai brings people together, bridging gaps and fostering connections. By showcasing diverse interactions and heartfelt conversations, the campaign highlights the tea’s role in creating a warm, inclusive atmosphere, making every sip a moment to bond and share stories. This approach not only promotes the product but also reinforces the brand’s commitment to nurturing relationships and celebrating togetherness.

3. Fevicol

This iconic advertisement for Fevicol, a popular adhesive brand, features a humorous scenario where people are seen sticking to a moving truck. The truck, overloaded with people and moving through rough terrains, humorously highlights the strong adhesive power of Fevicol. The tagline, “Fevicol ka jod hai, tootega nahi,” meaning “The bond of Fevicol won’t break,” became legendary.

4. Hutch

The Hutch (now Vodafone) advertisement featuring a young boy and his pug is one of the most beloved Indian commercials. The ad portrays the pug following the boy everywhere he goes, symbolizing Hutch’s network coverage that follows you wherever you are. The tagline, “Wherever you go, our network follows,” became immensely popular along with the catchy jingle.

5. Amul

The Amul Girl, is a witty cartoon character, that has been the face of Amul for decades. Amul is a company that serves household staples like milk and cheese. This advertisement series is known for its clever wordplay and topical humor, often commenting on current events with a twist. The campaign captures the essence of India’s love for butter and dairy products while remaining fresh and relevant through changing times. A famous Bollywood movie released had the title” Kabhie Khusi Kabhi Gham” which can be translated as “Sometimes Happy Sometimes Sad” .Amul known for their witty and topical nature put a spin on it with the title “Kabhie Bread Kabhie Bun”. Highlighting the versatility of Amul butter, which can be enjoyed with both bread and buns. The ad used catchy phrases and vibrant visuals to appeal to a broad audience, reinforcing Amul’s position as a staple in Indian households.