{"id":1588,"date":"2016-05-12T05:19:22","date_gmt":"2016-05-12T05:19:22","guid":{"rendered":"http:\/\/13.201.39.237\/?p=1588"},"modified":"2016-05-12T05:19:22","modified_gmt":"2016-05-12T05:19:22","slug":"nostalgia-80s-90s-advertisements-tvc-commercials-nirma-fevicol-parleg-titan-lijjat-papad","status":"publish","type":"post","link":"http:\/\/13.207.105.184\/?p=1588","title":{"rendered":"The Ads Of Our Childhood Past"},"content":{"rendered":"\n

D<\/span>on\u2019t those \u201c<\/p>You Know You Grew Up in India in the \u201980s<\/a>\u201d lists swell your heart with love and longing for the time of pre-lib India? They peddle the sap of\u00a0Ek Titli<\/a>\u00a0and pap of Parle-G, and pay an ode to a glorious childhood unfettered by the constraints of consumer choice.\n\nIn a fast-changing world today, nostalgia is a bug that bites us in the form of old films and bad remixes from the \u201980s and \u201990s, Michael Jackson<\/a> posters, and the vast landscape of Indian consumer advertising. That leather-strapped Titan watch, the red Maruti 800, or the Atari 2800, the non-options of Doordarshan\u2026 Fevicol is the glue with which our common past is cobbled.\n\nProducts were the markers of the middle-class and jingles were the songs of our homes \u2013 the twirling Nirma girl, the nightmarish Lijjat Papad bunny bouncing about with a devilish cackle. The news of\u00a0the Rasna girl dying in a plane crash<\/a>\u00a0triggered a massive online wake and this is a testament to our collective nostalgia. These brands were at the top of their game for a wee while, but the competition ushered in by Dr Manmohan Singh<\/a> knocked them down.\n\nChange arrived and corporations put their money where our mouth is,\u00a0and the goodies managed to get a makeover, that is to say, they became aspirational. Malted drinks and schmaltzy noodles still stock supermarket shelves but they have expanded their base to the nouveau not-quite-riche or what Shashi Tharoor calls the \u201ccattle class\u201d. The spins, the spiels, the schticks have shifted. Nirma is no longer about the twirling girl or Jaya aur Sushma; it is about Hrithik Roshan<\/a> doing the waves to some funky music, with not a hair out of place. Rasna has given way to the intensely more aspirational Tang, and the Lijjat bunny has hopped into extinction. Malted drinks are no longer the secret to \u201cour energy\u201d. We\u2019re left with a landscape where whether you\u2019re Salman or Irrfan, agencies will find a biscuit for you to endorse and the jingle will change every quarter.\n\n

Products were the markers of the middle-class and jingles were the songs of our homes.<\/blockquote>\n\nThose old brands then are the poster children of the generation that coined the phrase. They\u2019re an ideological head-butt against today\u2019s \u201caspirational\u201d, a term that may well encompass the exact same stuff, minus the cache it once had. Chances are slim that today\u2019s kids will get nostalgic over the spanking new, millennially charged \u201ceverything is awesome\u201d campaign that tries so hard to connect. Back in the day, they had us with a 60-second footage of a man riding a horse<\/a>.\n\nThe poster children grew up and are left with memories of \u201cSwad bhari, Shakti bhari\u2026 Parle-G.\u201d<\/a> Meanwhile, the teenage girl next to you in the store is arguing with her mother about yoga bars.\n","protected":false},"excerpt":{"rendered":"

In a fast-changing world today, nostalgia is a bug that bites us in the form of Nirma detergent ads, Parle-G biscuits, and bad remixes from the \u201980s and \u201990s.<\/p>\n","protected":false},"author":30,"featured_media":1589,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[82],"tags":[2913,2914,2915,2916,2917,2918,2919,2920,2921,2922,2923,2924],"class_list":["post-1588","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-pop-culture","tag-80s-and-90s-ads","tag-ads-nostalgia","tag-fevicol","tag-lijjat-papad","tag-nirma","tag-nostalgia","tag-old-advertisements","tag-parle-g","tag-titan-watches-ads","tag-tv-commercials","tag-tvc","tag-tvc-nostalgia"],"yoast_head":"\nThe Ads Of Our Childhood Past<\/title>\n<meta name=\"description\" content=\"In a fast-changing world today, nostalgia is a bug that bites us in the form of Nirma detergent ads, Parle-G 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