Adman Santosh Desai has this interesting little piece in Outlook about his the malted drinks of his childhood days – Horlicks and Bournvita. He says, rightly, that drinking Horlicks was an awful experience, especially given that the brand was sold aggressively in milk-scarce states as a substitute for milk, just Horlicks mixed with hot water. And then he also says this – Eating Horlicks straight out of the bottle was a different story. It was a rare joy that came one’s way only in times of extreme indulgence: as rare as the times when one got to eat a full bar of Cadbury’s chocolate.
In Tamil, kudikka venam, appadiye sappadalam – no need to drink, just eat it as is. And really what did the makers care what you did with their product once you had bought it?
(image courtesy – Outlook)
And then he talks about how advertising for the brand (on radio) came to stay in his mind as *the* sounds of the ’70s.
So, what brands do I remember – and their ads, jingles, models – from my growing up years? In no particular order and in no sense representative of what we used at home…
Gold Spot, The Zing Thing
Thums Up, Taste the thunder
Looking great and feeling good with Lakme
Vicco Turmeric, Nahi Cosmetic
I am a Complan boy
Washing powder Nirma
Liril – Laaaaa, la la la la la
Only Vimal
Hamara Bajaj
I love you Rasna
Titan’s fabulous music
Vicks’ Galey me kich kich
Surf’s annoying Lalitaji
And finally, my absolute favourite – Raymonds, The complete man (the print series)