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Tuesday, September 7, 2010

The Ads of the Fore


Television has been such an integral part of growing up, especially for those of us born is the latter half of the 80s. Computers were confined to the labs and phones which could be carried in the pocket were science fiction. Hence, television was the chief form of visual entertainment for a notable period of growing up.

What stands out about “that” era of television were the advertisements. Unlike today, there were a few advertisements and they went on for years. So much so, that television viewing wasn’t complete without humming the tunes and mouthing the lyrics of the ads as they played out. Today, the advertisements are treated with contempt but back then the ads boasted of as much importance as the shows itself.

Some of these ads still play today and are a subject of fond reminiscence and ridicule. One such ad which stands out is that of “Vicco Vajradanti”, which still airs on Doordarshan and some of the theatres. In college, we use to sing the entire song that played with the ad, as loudly as we could, in chorus and have a hearty laugh at the end. Not surprisingly, everybody remembered the lyrics. Pepsi might have changed its tagline many a times in the last 2 decades but “Yeh dil maange more” which ends with the satisfying “aaaaaa hhhaa” will always remain special. Even today, when I’m extracting the last few drops of ketchup from the bottle I implicitly start saying “Aaja, aah aah aaja, aah aah aaja....aah aah aaaaah”.

“Those were the days”, I think smiling stupidly, and feeling like an 80 year old stuck in the body of a 21 year old. At that moment somebody switches the television on and I snap out of my reverie.

13 comments:

Shalini Gowrisankar said...

Ash .. I so remember those times .. When discussing about the ads used to be the main topic in the school bus and during the break times in primary school :) :)

Varshaa said...

Reminiscing..!

Ujala sottu neelam..Since then Ive wanted a white frilly frock.

Ashish Kalsi said...

@Shalini --- Yeah absolutely agree. I remember our group at Guindy used to suddenly break into singing those old songs which used to come with the ads.

Ashish Kalsi said...

@Varsaa --- Ujala...4 boondo waala...ha ha ha how could I forget that. So did you get the frock?

X said...

I always think of "hamara bajaj" and the ring tone dharani had during saarang! That jingle was quite memorable too!

Ashish Kalsi said...

Oh yeah. She bugged us all with that ring tone of hers. And reveal your identity X.

ABI said...

Washing powder Nirma
washing powder Nirma
doodh si safedi Nirma se aaye
rangeen kapde bhi khil khil jaaye
Sabki pasand Nirma...
Washing powder Nirma
washing powder Nirma
NIRMA!!!
dis is prolly d first hindi song dat i learnt .. :P

Ashish Kalsi said...

@Abi--- ha ha ha ha...the accuracy of the lyrics is making me curious....U and so much Hindi?? Did u google the lyrics?? :P

ABI said...

woooooow yeah..i had trouble spelling it tho'...lol and how els can i get 2 know "bhi" & "khil" ts "bi" & "kil" 4 me..:P
and "i'm feeling lucky" comes handy 4 such trouble. ;)

Ashish Kalsi said...

Ha ha ha ha...appreciate your honesty :D And I doubt if half the people even know what that "I'm feeling lucky" button does...u seem to have mastered it though :P

Ashish Kalsi said...

Ha ha ha ha...appreciate your honesty :D And I doubt if half the people even know what that "I'm feeling lucky" button does...u seem to have mastered it though :P

Ashish Kalsi said...

@Abi--- ha ha ha ha...the accuracy of the lyrics is making me curious....U and so much Hindi?? Did u google the lyrics?? :P

Ashish Kalsi said...

@Varsaa --- Ujala...4 boondo waala...ha ha ha how could I forget that. So did you get the frock?