Tag: Throwback

How Fevicol egg advertisement was a ‘turning point’ in the brand’s creative journey

The ad film had consciously avoided driving home the over-the-top message: Fevicol has the strongest bond. Prasoon had left it to the imagination of the public to fill in the blanks and endorse its “strong bond” image. (Stills from the ad film)

Storyboard18 catches up with veteran adman Piyush Pandey and ad filmmaker Prasoon Pandey, who reminisce about the genesis of the 1996 iconic ad film and how it was run up to 12 times a year for a total brand recall.

How Pepsi’s ‘Nothing Official About It’ campaign stole the ‘thanda’ from Coca-Cola

The campaign is an example of ambush marketing, i.e., a marketing strategy where a brand associates with an event without being the official sponsor. Post its release, changes were made to the laws related to this. “For example, if a particular brand was sponsoring the World Cup, then the player couldn't do an ad for another brand. They tightened a lot of such loopholes in the law,” said JWT's former junior writer Anuja Chauhan. (Stills from the campaign)

Storyboard18 spoke to Anuja Chauhan, the copywriter who came up with the iconic tagline, about that carpe dieming slam dunk of a campaign.

How Pan Parag’s ‘Baraati’ ad catalysed brand endorsements among film stars

After more than 35 years, we still remember this ad as it dealt with a grave matter like dowry with a light touch and catalysed the trend of film stars starring in ads. (Stills from the ad)

Pan Parag’s famous ‘Baraati’ ad saw the presence of thespians Shammi Kapoor and Ashok Kumar. Storyboard18 reached out to the creative team, who talked about how the ad came to be.

Why Asian Paints’ Gattu continues to strike an emotional chord with the masses

The mascot, whose black hair dangled over his right eye, was dressed in half-sleeved shirts, half pants, had braces on his teeth, and carried a paint brush along with a dripping can of Asian Paints. (Image source: Wirally from LinkedIn)

Asian Paints’ Gattu is regarded as one of the successful mascots of Indian advertising . Storyboard18 looks at the birth of Gattu, his role in the brand’s marketing, and more.

When ICICI Prudential’s Chintamani eased the burden of taxpayers

In 2005, ICICI Prudential Life Insurance, a leading life insurance player, approached Lowe Lintas (formerly Lintas), with the intention of creating buzz around ULIP (Unit Linked Insurance Plans). This was initially for a radio spot. (Stills from the videos)

Storyboard18 delves deep into the birth of Chintamani, a claymation character, and how it contributed to the success of ICICI Prudential Life Insurance.

Parle-G & the baby face that launched a billion biscuits

Maganlal Dahiya headed the creative department at Everest, and directed the illustrators in his team to paint different versions of the mascot, one of which eventually became the Parle-G baby. (Image source: Parle Products)

The Parle-G baby, which has literally been the face of the brand for over six decades, has created a special place for itself in the history pages of Indian advertising. Mayank Shah, Vice President, Parle Products, talked to Storyboard18 about the iconic brand.

One black coffee, please: The ad that won India her first Lion at Cannes

As one can see in the film, Chopra’s face falls when Kapoor mistakes him to be the waiter and places her order, but he manages to beat a dignified retreat. The shot lasted seven seconds, which, as per Prasoon Pandey, is very long. To highlight that Chopra’s heart broke, there was the sound of glass breaking in the background. (Stills from the campaign)

India picked up 18 prizes at the recently-concluded Cannes Lions International Festival of Creativity. But how many remember the country’s first win at Cannes?

Lesser-known facts about the “soon-to-retire” Air India Maharaja

After Amul's' ‘Girl’, Air India’s Maharajah stands as the most successful mascot of the Indian advertising for having entertained India with its cheeky one-liners. (Image source: Forbes India)

After Amul’s’ ‘Girl’, Air India’s Maharaja stands as the most successful mascot of Indian advertising for having entertained India for decades with his global adventures. Last year, the airline brand, whose operations were taken care of by the government, came under the wings of the Tata Group. But, in a few months, the airline will bid a permanent goodbye to the mascot which once represented royalty and hospitality.

Throwback: How the Incredible India ad campaign made a global splash

The Incredible India campaign was successful and has remained so since its launch. The Indian states and union territories were included in the programme, so that they promoted their region and culture, all under the aegis of this programme. (Stills from the ads)

The global tourism scenario took a hit as a result of 9/11 and its aftermath. The international tourism industry was largely stagnating, and India was no exception.

How Pan Parag was positioned as a social product (much like coffee)

Pan Parag attempted to appeal to an “Indian” audience with an “Indian” product. In the 1980s, dowry was freely discussed and denounced in equal proportion in the cultural context of that time. Pan Parag explored how it could gently oppose the giving and receiving of dowry, while using Pan Parag as an ice-breaker and social lubricant between two families. (Stills from the ad)

A look back at advertising that echoes social concerns: from “Ghabraye nahi, Hume khuch nahi chahiye” to “Badal Life ki Raftaar”.