Passion, simplicity, and melody had a big influence on Indian advertising before the digital revolution. Memorable songs were used as cultural icons rather than as promotional tools throughout the 1980s and 1990s, when Indian television advertising was at its peak. Brands like Vicco Vajradanti, Amul, Lijjat Papad, Nirma, and Surf Excel created catchy, timely jingles that were heard in millions of homes.
These jingles symbolised common experiences rather than merely being melodies. These commercials, whether they were for “Washing Powder Nirma” or “Vicco Turmeric, Nahi Cosmetic,” united families in front of the TV while fostering a sense of trust and nostalgia.
From Radio to Television to Digital
Print and radio were the first forms of advertising in India before the renowned Doordarshan TV commercials followed. Advertising became bolder as cable TV grew in popularity in the 1990s and early 2000s, embracing storytelling formats and celebrity endorsements.
The introduction of cellphones and the internet, however, marked the most significant shift. Today, ads are data-driven, targeted, and interactive, with platforms like YouTube, Instagram, and OTT apps leading the charge. Yet, despite technological advances, advertisers often return to the warmth and simplicity of old jingles to create a sense of familiarity.
Jingles to Memes: The Emotional Connect Remains
While modern ads focus on algorithms and engagement metrics, the emotional power of a good jingle hasn’t disappeared. Many brands have reintroduced old tunes like Britannia’s “ting-ting-ti-ting” to evoke nostalgia among millennials and Gen Z.
Old jingles created a sense of belonging and trust, which modern advertisers still strive to replicate through content storytelling and influencer marketing.
From the charm of traditional jingles to the accuracy of digital campaigns, Indian advertising has advanced significantly. The focus on emotional resonance is what ties the two periods together.
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