When TOI used the Statue of David to wish happy birthday | #72
Also everything you wanted to know about Battle of the sexes
It's Monday morning, you’re at work, discussing important strategies in a meeting, then randomly, out of nowhere, your brain goes, “Hema, Rekha, Jaya aur, Sushma, sabki pasand Nirma!” Now, that’s the mental soundtrack of your day. We probably have no idea but that person talking about world issues could be mentally humming, “Nima Rose, Nima Rose, roz roz Nima Roz,” in their heads.
That’s the strength of impactful advertising, their undeniable recall value, for good or bad. It’s almost heinous the amount of power advertisers yield. Architects of nostalgia for entire generations, their work goes beyond rings at the cash registers and awards. It lives surreptitiously in our everyday lives, as we hum the jingle to 2 minute Maggi at 2 am.
In this week’s issue we talk about some of the classics in the business.
Things we learnt this week 🤓
Known as the first Lady of Indian advertising Tara Sinha was the first woman to be appointed director at Clarions, a prestigious ad agency that she helped set-up at the age of 23. She also pioneered start-up culture in advertising in India by becoming the first woman to establish a national advertising agency called Tara Sinha Associates. She has been accredited for introducing the practice of agencies working on fixed monthly creative fees and splitting the 15% commission with clients. She started this with Videocon in 1991 and was penalized by the AAAI but by the late 90s it became an established practice.
Last week, the remake of what Piyush Pandey — the man behind the original Cadbury ad ‘Kuch Khaas Hai’— called a retake, engulfed the internet. Incidentally, Pandey is a Ranji Trophy Winner. Apart from his iconic contribution to Indian media through campaigns like Mile Sur Mera Tumhara and BJP’s Abki Baar Modi Sarkar, him and his friends Arun Lal and Amrit Mathur shared a concept very similar to IPL to Lalit Modi (the then head of Modi Entertainments) who pitched it to the BCCI. However it was rejected. It wasn’t until 2007 when ICL was launched that Lalit Modi ( the then head of Rajasthan Cricket Association) reworked the same concept to create the IPL.
When Pepsi lost the Cricket World Cup bet to Coke in 1996, they launched a campaign with the tagline, “Nothing official about it.” Prahlad Kakkar was the man that materialized the lost account into a branding opportunity with organic humor. He founded the production company Genesis Film Production Pvt. Ltd. in 1997 and claims they discovered Aishwarya Rai who was featured in one of the classic Pepsi ads with Aamir Khan and Mahima Chaudhry. Some of his other iconic ads include ‘I love you, Rasna’, ‘Everest ka Tikhalal’, and ‘Maggie Pichkoo’. Before diving into advertising he worked under the acclaimed filmmaker Shyam Benegal. He also established the first diving school in India called Lacadives in Lakshadweep.
While we're talking about advertising, here's one that caught our attention.
From IWTK with love 💌
Its been 8 years since the release of The Lunchbox - a wonderful tale of love, letters and loneliness. Our thread celebrating the movie.
One of 20th century’s most iconic moments was the Battle of the Sexes. Our post highlighting its significance.
Only in India 🇮🇳
Back in 2019, an unusual farting competition in Surat was expected to be a sinfully smelly affair, but the only thing criminal was the turn out. With only 3 out of the 200 entries that actually showed up, the hype turned out to be all gas.
Contest Alert 🏆
Last week’s contest was about Afghanistan. Shreyansh Amitabh proved himself the Badshah of Afghanistan by getting all answers correct. They were Salman Khan, Celina Jaitly, Warina Hussain, Aamir Khan and Kader Khan.
If you want to win some IWTK merch, here’s your chance. Answer these questions and the person with the highest correct answers wins. Try and guess the brand and product from these iconic taglines
Fresh ‘n’ Juicy
Char Boondo Wala
Taste Bhi, Health Bhi
The Indian Multinational
Made for each other
Reply to this email with your answers. Our interns are monitoring the mailbox even on the weekend 👩🏽💻
Stay safe & always hydrate