Seven Indian brands' advertising history through the years

As India celebrates 76 years of Independence, we take a look back at some iconic Indian brands' advertising history through Social Samosa's Brand Saga that traces the journey of these brands.

This year, India celebrates 76 years of independence. Many Indian businesses that were launched before Independence have survived to date, making it through many challenges that maco-economic and socio-political factors have thrown at them. A few have fizzled out, too, failing to keep up with the evolving landscape. 

A few Indian companies even appeared during the British Raj and continue to have a strong grip over the market. Some prominent names include Tata Group (1868), Dabur (1884), Godrej (1897), Vadilal (1907), and Parle G (1929). These Indian brands have played a significant role in shaping the narrative of India’s journey. Not only did they stand the test of time in India they developed a deep understanding of the country's diverse cultural landscape. 

Advertising, especially, has played a prominent role in establishing India as a leading land of businesses across the world by giving a medium to express. From Dabur to Parle G, Indian brands tailored their marketing strategies to resonate with local traditions, festivals, and customs. This cultural relevance helps in building a strong emotional connection with consumers.

Social Samosa’s Brand Saga, which traces the progress and advertising journey of brands since their inception, is a minefield for marketers curating learnings from many of these iconic and legendary brands. 

Also Read: Expert Speak: Evergreen Independence Day campaigns that became a defining moment for the creative industry 

Here’s a list of some of those home-grown Indian brands that have stood strong through the years, adapting to changes yet staying relevant without compromising on the brand's identity and principles:

Air India

A big part of Air India’s communication drives through their mascot – Maharaja, which stayed relevant through eight decades. While the brand recently went through a rebranding exercise, this mascot has been retained. Apart from that, print advertising played an important role for Air India in building its image. Despite adopting digital as a medium of communication, the brand still continues to have a strong hold over print. It took an aggressive mode of marketing in their initial days, here’s a closer look at their journey:

Brand Saga: Air India, eight decades of being the ‘Maharajah’ of advertising

Brand Saga: Redefining ‘old is gold’ the Air India way…

Raymond 

Raymond India’s iconic tagline ‘The complete Man’ was reflected in their communication across mediums, which eliminated the ‘Angry young man fad’ in the mid-80s and early 90s. From ‘The Ultimate Man’ to ‘The Complete Man’ to ‘Raymond ReImagined’, the brand has revived with time. Time and again, Raymond has shifted the focus to what is the need of the hour and consumer behavior. Here’s how their communication has changed across mediums over the years:

#BrandSaga: Raymond: The brand that redefined masculinity

Brand Saga: The era of ‘The Complete Man’ ft Raymond

MDH 

Serving as the company’s mascot since its inception, MDH Masala was equipped with a strong marketing strategy with Mahashay Dharampal Gulati – the brand’s owner at the helm. Later becoming one of the most recognized personal brand faces in India. The primary objective of MDH Masala's advertising journey was to make the brand known for its quality, distinct flavours, and traditions.  

With catchy jingles and visually appealing communication the brand aimed to become familiar brand to the masses, here’s how they did it:

Brand Saga: This one’s to Dharampal Gulati’s – the man, the legend, the brand

Dabur Chyawanprash

Chyawanprash already enjoyed a huge fanbase in India. Backing on this fandom, the brand gave India its first-ever branded Chyawanprash. Targeting the kids and the old, Dabur kept its communication revolving around how its of utter significance for the generations to consume Chyawanprash on a daily basis to boost immunity.

The brand witnessed many ups and downs in their journey and was one of the first brands to explore television advertising. There are many lessons one can learn from their marketing journey:

Brand Saga: Dabur Chyawanprash, the age-old concoction that stood the test of time

Wagh Bakri

A brand that came being in 1934, Wagh Bakri didn’t initiate its advertising journey until 2007 when the brand started creating TVCs and promoting its range of Mili Tea. In 2015, Wagh Bakri too latched onto the storytelling trend in advertising to connect with consumers on an emotional level. In spite of its tantalizing advertising history, the brand’s digital presence is rather restrictive. To know more, click on the image below:

Brand Saga: Wagh Bakri adding warmth to relations

Bajaj

Back in the 1960s, Bajaj chose to come under the spotlight by launching the very first scooter Vespa 150 and started to settle into advertising terms while doing its bit on print and radio. Their ‘Hamara Bajaj’ became a pivotal part of the brand’s communication, making it synonymous with the sentiments of the country, evoking a bit of patriotism. In 2007, Bajaj announced its new slogan and moved on from ‘Hamara Bajaj’ to ‘Distinctly Ahead’ with a vision of being ahead in all aspects. 

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