Top 5 Ads from the 90s that Hit Right in the Feels!
Let’s take a trip down memory lane! Remember the iconic India vs. Pakistan matches in the World Cup? Remember the excitement & thrill behind watching it with your friends & family? It used to be an all-out event! But the thing that caught my attention the most during these cricketing events were the iconic ads during breaks. Yes! My journey as an advertisement fanatic started early on.
These ads developed the modern way of consumerism and shaped the evolution of Indian advertisements. Earlier, Indian ads were just about features. The 90s were the time it developed into more than that. It took on the apple way of promotion where rather than the product the focus was on the experience.
We’re going to showcase the top 90s ads that will give you the perfect nostalgia hit along with knowledge bits that will help you craft enticing content for your brand as well.
Cadbury Dairy Milk: “Kuch Khaas Hai”
Penned by India’s most prominent adman Piyush Pandey combined with the magical voice of renowned singer Shankar Mahadevan, Ogilvy created absolute magic with this ad. The concept focused on a cricket match where the girl was in the stands, eating dairy milk, fingers crossed as the batsman was on 99 runs ! What followed next went on to even inspire the climax of Salman Khan & Priyanka Chopra’s rom-com “Mujhse Shaadi Karogi”!
The ad did a brilliant job of integrating joy with the product. It created the right perception in the consumer’s mind that when an opportune moment of happiness arrives, having Dairy Milk is the perfect way to celebrate it. This ad also paved the way for the product’s recent successful campaign “Kuch Meetha Ho Jaaye”.
Fun Fact: This ad was inspired by a real-life incident at Ogilvy! Read what Twitter user @Shambha_v writes about the incident.
Suzuki Samurai: “No Problem”
In the 90s, India underwent a cultural shift to modernism. With advancements in technology, the general target audience of nearly all brands was the youth. But one brand that captured it perfectly was Suzuki for its new bike “Samurai”.
After the ad aired, the bike became an instant hit and was the new youth icon. It had all great specifications too. It was powerful, fuel-efficient and had a great top speed. All of which were showcased effortlessly in the ad with just two words: “No Problem”!
Pepsi: “Yeh Dil Maange More”
Long before Marvel’s Cinematic Universe & Coca-Cola’s dominance in India, Pepsi released an ad in 1999 that had both the elements which were executed perfectly! The ad had a star-studded cast of Shahrukh Khan, Rani Mukherjee & Kajol. But the spotlight was definitely on the lesser-known actor at that time: Shahid Kapoor.
Pepsi’s popularity in the 90s was unparalleled. This ad helped the brand maintain its numero uno rank in the market. Until Coca-Cola collaborated with Prasoon Joshi & Aamir Khan to create the “Thanda Campaign”. But we won’t give you any spoilers now! That’s a story for another blog.
Pidilite: “Fevicol ka Kamaal”
Fevicol is the undisputed king of hilarious ads and it has proved its title time and again. This whole ad saga for Fevicol has been going on for ages. But the ad that stood out for us was the tale of the unbreakable egg!
Pidilite, the company that makes Fevicol also makes an instant adhesive named “Fevikwik”. A particular ad by Fevikwik has been crowned as one of the hysterical ads of the 90s. So, here’s a bonus ad for you!
Nirma: “Soundrya Sabun Nirma”
In 1990, Popular detergent brand Nirma ventured into the toilet soap segment with Nirma Beauty Soap. But the industry leader in beauty soap at that time was Lux. So, they needed a creative ad that would cement their strong brand presence and prove a worthy competitor challenging Lux.
An expandable team was created. With 3000+ ad films to his credit, Kailash Surendranath was appointed the director while famous poet Rajesh Johri penned the script. Ranjit Barot composed the music, and famous vocalists Hariharan & Kavita Krishnamurthy were hired. But the star of the show was talented Sonali Bendre who was seen on a world tour from a safari in the lush grasslands of Africa to train rides in Europe. The ad was very exotic in its time & gave Nirma the much-needed brand awareness.
These ads from the 90s were more than just to refresh your memories and give you a nostalgic shot. These ads can also serve as great pointers to determine the target audience, find unique concepts and add interesting elements to your brand ads. But if you want experts to handle your communication for better results, look for a top TVC advertising agency that will automate your video marketing activities with the perfect touch.
About Author
Sandeep Hati is a copywriter at Sanket Communications. He is passionate about advertising trends and stories. He aims to explain the many intricacies that run the advertising and marketing world. When he’s not working, you’ll find him buried in a book or watching period cinema or failing gloriously on the same level of video game infinitely.
