10 CREATIVE & EVERGREEN PUNCHLINES FROM INDIAN ADS|CAMPAIGNS|ADVERTISEMENT|CEROFI|INDIA|2020

Coming up with a catchy slogan, or crafting the right tagline that defines your brand and really solidifies it in the minds of your customers, is difficult to assign a true value to.

That’s not to mention the positive impact a catchy slogan or tagline can have in terms of driving more consistent repeat business from the customers who’ve already experienced your brand.

Either way you look at it, there’s an undeniable value to be claimed if you can create a memorable slogan that people want to share, can’t forget — or that they mentally connect to a specific need in their lives.

What is a tagline?

In the context of branding, a tagline is a memorable motto or phrase that’s designed to serve as a permanent expression of your company’s greater purpose and mission. Taglines are long-lasting, instantly recognizable with your brand and have the goal of both attracting customers & remaining top of mind with your existing audience.

How is a slogan different?

Similar in form to a tagline, typically a few words or a short sentence, a slogan is most often used to represent a specific product line or individual marketing campaign. Slogans are designed to be less long-lasting than a brand’s tagline as they can adapt over time, but still serve the purpose of bringing your company to mind with consumers.

Here are few examples of Evergreen & Creative Slogans or Campaigns which helped the brands making there presence in everyone’s life :

Surf Excel : “Daag Achhe Hain”

The Daag Acche Hai proposition offered a different take in the detergent category. While other players harped on the need to remove stains and giving spotless cleanliness, here was Surf Excel saying that stains are good. It urged the consumers to celebrate stains because it isn’t difficult to get rid of them. Their competition on the other hand, had other detergent brands like Nirma, , Tide and others which were mainly focussed on the product features and cleanliness that they brought.

Over the years Surf Excel has managed to synonymize themselves with Daag Acche Hai — a campaign that has managed to engrave itself in consumers’ hearts and minds with perceptive storytelling imbibed with subtle branding.

Two of the main highlights of the campaign would be — using children as protagonists, narrating stories with an innocence and charm that other detergent brands could not replicate. Second would be the choice of stories and causes Daag Acche Hai associated itself with.

Center Fresh: “Zuban Pe Rakho Lagam”

Commenting on the campaign, Nikhil Sharma, Director-Marketing, Perfetti Van Melle India said, “Center Fresh has been positioned as a product so tasty, that one would rather chew than talk. This insight was the genesis of the tagline “Zubaan Pe Rakhe Lagaam” (Keeps your mouth shut). We have been on this positioning platform since 2007.

On the idea behind the campaign, he added, “Our intent is not to make fun of marketing techniques. This commercial is a funny take on how different people are. There are people everywhere who tend to talk more, and advertising is no exception.”

Thums Up : “Aaj Kuch Toofani Kartey Hain”

Thums Up fuels its consumers to ‘Live the Thunder’ and unlock the new code of masculinity with its latest ‘Aaj kuch toofani kartey hain’ campaign. Through this campaign, Thums Up — India’s most iconic and largest soft drink brand, is once again leading the pack by encouraging its loyal consumers to adopt Bold Leadership and push boundaries, promising them some power packed action, dazzling energy and inspiring leadership with its exciting ensemble cast.

This campaign marks the evolution of the Thums Up man from being the ‘Angry Young Man’ to the ‘Cool Risk Taker’ then the follower of ‘Playful Mastery’ and now the advocate of ‘Bold Masculine Leadership’.

Mountain Dew : “Darr ke Aagey Jeet Hai”

Anyone who’s ever gone white water rafting would know the thrill and fear while hurtling down foaming water and the rapids. JWT’s new ad for Mountain Dew seeks to drive home the soft drink brand’s association with the adventurous spirit of the youth. The creative director behind the campaign, which has been shot in South Africa, is Surjo Dutt.

The ‘Darr Ke Aage Jeet Hai’ campaign showcases that in the face of challenges, only by moving beyond one’s fears can we truly achieve what we are capable of.

Mountain Dew believes that in the face of any challenge there are two choices; either succumb to fear and turn back or overcome the fear and move ahead — it is this choice that set’s the real heroes apart from the rest.

Colgate Salt : “Kya Aapke Toothpaste mein Namak Hai?”

Toothpaste have come a long way from its inception when they were made from varied materials such as crushed eggshells, ground hooves and spices. If you walk down the supermarket aisle or your favorite local grocery shop, you will find lots of different variants of toothpastes. Some are for sensitive teeth, some contain fluoride while others are for whitening, however, the most promoted ingredient in an Indian toothpaste these days is ‘salt’. Colgate started the revolutionary trend with a simple question, Kya apke toothpaste mein namak hai?

“Kya aapke toothpaste mein…?” kind of question stirs a distinct memory of the old Colgate Active Salt ads, where celebrities playing reporters would pose the same question in a dramatic fashion. This question is now one of the iconic, most recalled taglines by consumers

Kurkure : “Tedha Hai Par Mera Hai”

Kurkure needed to step up its growth, ahead of competition by driving ‘In-Home consumption’ and building back ‘Advantage and Bonding’.

With ‘Tedha Hai Par Mera Hai’, Kurkure reclaimed its rightful place in Consumers’ minds as the most vibrant and exciting snack in the market…while ‘Tedha Hai Par Mera Hai’ began to seep into common parlance, regular day to day conversations, and mainstream (media)…people were heard (on TV) fondly calling their home cities ‘Tedha hai par…’, “we still love our city despite its imperfections’…terming their friends ‘woh Tedha hai par…’

In 2007, the company was caught off-guard when ITC Foods launched Bingo. “Their communication was gaining traction and the product caught consumers’ attention,” says Warrier. PepsiCo started the Tedha Hai Par Mera Hai campaign that allowed the company to win back attention of customers from Bingo, which had a variant called Tedhe Medhe.

Kurkure has been successful because it offered alternatives that appealed to the Indian consumers’ preference for spicy snacks in an innovative form.

Airtel : “Har ek Friend Zaroori Hota Hai”

The ‘Har Ek Friend Zaroori Hota Hain’ campaign was first released in 2011 and it was the Taproot Denstu agency’s first piece of communication made for the brand. The song instantly connected with the youth, which was also the target of the brand.

Har ek friend zaroori hota hai’ advertisement is clearly the best Airtel has expressed itself in a long time.They came with the friendship campaign and it brought Airtel back in the limelight.

With the success of ‘Har ek friend zaroori hota hai’, gradually, Airtel moved its telecommunications creative mandate to Taproot Dentsu altogether. Airtel campaigns were always very creative and innovative but since then, there has never been a low moment in any of the creative campaigns of the brand.

Tata Sky : “Isko Laga Dala To Life Jhinga Lala”

“Isko laga dala, toh life Jingalala” is one of the most popular slogans after radio days. A slogan, that may not make any sense but because of its phonetics, it has caught onto the imagination of everyone. It became so popular that even an Amul Hoarding was made for it!

It was also used in a Salman Khan movie. I feel, it became popular due to its sheer weirdness. “The once upon a time” of this ad starts, when Tata Sky was coming up with a new way of watching television. This was during the times, when people had cable connections, which aired seventy to eighty channels and were happy with it.

Mentos : “Dimag ki Batti Jala De”

“Dimaag ki batti jala de has become a part of the physicality of the brand and it instantly plays back the minute Mentos is mentioned. The idea was to create two parallel worlds and show how Mentos helps people navigate through the same situation, but, smartly.

Most ads in this category generally talked about fresh breath but the Mentos ad deviated from the other ads in this category. Mentos doesn’t talk about the functional benefit at all — it works on a psychological level, where people associate the brand with the imagery of ‘smartness’.

After such an innovative advertisement, the company PerfettiVan Melle found a huge surge in purchase behavior of the mintflavoured candy. The ad has helped the brand to increase its market share in the soft mint category from 33% in 2005 to 48%in 2007.

In overall the ad proved to be successful as most of new purchaser of Mentos, prompted by the ad to purchase it, were satisfied with the product.

Amul Macho : “Bade Aaram Se”

Innerwear is no longer a product of necessity but even a lifestyle marker. While the industry only has five major players — Lux, Amul, VIP, Chromozome and Jockey, — in the organised sector, there is still potential for them to tap the untapped consumer who is fickle and changes products as and when there is a new disruptor in the market

The creative thought of ‘Bade aaram se’ captures both the comfort the garments offered by way of fabric, feel and design as well as the effortlessness of the ‘Amul Macho Life’.”

Abhijit Awasthi, National Creative Director, Ogilvy India says, “The task was to up the imagery of Amul Macho and make it young and youthful. We thought it would be nice to have a cool, easy-does-it attitude for the brand as opposed to the rugged, high-topterone positioning that most other innerwear brands have. Saif, who has recently been signed on, has a similar persona so we wanted to make the most of it.”

If you want to craft a memorable slogan for your upcoming campaign — or connect a new tagline to your greater brand, you’ll want to start by first digging deep into your company’s values and overall mission