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Feature

Campaigns That Built India

26 stories

Explore Indian advertising campaigns that shaped culture, influenced buying and became memorable parts of everyday life and brand history.

Halftone collage of a noodle block and a small clock on burnt orange, for Maggi's two-minute claim in India
Campaigns That Built India

How Maggi Sold A Category India Did Not Have

There was no instant noodles market to enter. The advertising had to explain what the thing was before it could argue that you wanted it.

Halftone collage of a jalebi and a small suitcase on deep teal, for the Dhara cooking oil film about a boy who comes home

How Dhara's Runaway Boy Sold Cooking Oil By Never Mentioning It

Halftone collage of a salt packet and a pair of scales on charcoal, for Tata Salt’s Desh Ka Namak positioning

How Tata Salt’s Desh Ka Namak Turned A Commodity Into A Claim

More

How Google’s Reunion Made A Search Box Feel Like A Border Crossing

How Ariel’s Share The Load Put A Chore At The Centre Of An Argument

How Mile Sur Mera Tumhara Became The Film India Cannot Agree On

How Onida’s Devil Sold Envy To A Country That Had To Wait

How Nirma’s Jingle Undercut Surf And Rewrote The Detergent Market

How Surf’s Lalitaji Made Thrift The Smart Woman’s Argument

More in Campaigns That Built India
Halftone collage of a bar of soap and a falling stream of water on charcoal, for the Liril waterfall campaign

How Liril’s Waterfall Changed What Indian Advertising Could Show

Halftone collage of an ornate chandelier of bare bulbs glowing in darkness, marking the Happydent Palace commercial

How Happydent's Palace Lit a Kingdom With Teeth

Halftone collage of a chilled glass soft-drink bottle beaded with condensation, marking the Thanda Matlab Coca-Cola campaign

How Thanda Matlab Coca-Cola Annexed a Hindi Word

Halftone collage of two pairs of hands overlapping on a shared umbrella handle, marking SBI Life's Main Se Hum campaign

How SBI Life's Main Se Hum Made Insurance Sound Like Growing Up

Halftone collage of an empty window seat looking out over clouds, marking MakeMyTrip's Dil Toh Roaming Hai campaign

How MakeMyTrip's Dil Toh Roaming Hai Sold the Wish Before the Ticket

Halftone collage of bridal bangles and a child's hand, marking Tanishq's 2013 remarriage wedding film

How Tanishq's Remarriage Film Changed What an Indian Bride Could Look Like

Halftone collage of a cutting-chai glass beside a small alarm clock, marking Tata Tea's Jaago Re campaign

How Tata Tea's Jaago Re Turned a Cup of Chai Into a Civics Lesson

Halftone collage of a ceiling fan mid-spin, marking the Havells Hawa Badlegi campaign

How Havells' Hawa Badlegi Used a Ceiling Fan to Argue With India

Halftone collage of a wristwatch in an open presentation box, marking Titan's Joy of Gifting campaign

How Titan Turned a Watch Into the Joy of Gifting

Halftone collage of a running shoe caught mid-stride, marking Nike's Da Da Ding campaign

How Nike's Da Da Ding Gave Indian Women Athletes a New Beat

Halftone collage of friends sharing a pair of earphones, marking Airtel's Jo Mera Hai Wo Tera Hai campaign

How Airtel's Jo Mera Hai Wo Tera Hai Turned Sharing Into a Friendship Anthem

A halftone knife spreading butter on toast beside a folded newspaper

How Amul's Topical Ads Turned a Butter Brand Into India's Sharpest Cultural Commentator

22

How Vodafone's ZooZoos Took Over IPL and Became India's Most Loved Ad Characters

23

How Asian Paints' Har Ghar Kuch Kehta Hai Gave Indian Homes a Voice

24

How Hamara Bajaj Became the Soundtrack of India's Middle-Class Dream

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Page 1 of 2 · 26 stories