Brands play an indispensable role in our lives; right from our childhood days when attractive freebies or a catchy ad jingle would shape our brand loyalties and purchase decisions to a more utilitarian approach now.
With the passage of time, there has been a meteoric rise in the number of products available in the market; each company vying for consumerâ€™s attention through differentiated and innovative marketing. However, in spite of the sea of products and services, there are certain brands that remain etched in our memory. These are the brands that have been part of our formative years and have grown and evolved with us. Some brands may cease to even exist now, but such is the impression they left on our young minds, that we still reminisce about them.
As part of its â€˜Celebrating Marketersâ€™ Anniversary theme, Pitch asked marketers to share the most memorable brands from their childhood. The brands which they fondly recollect-be it because of an unforgettable campaign, a certain television commercial or because of the product in itself.
With the number of celebrities that have endorsed the cola drink over the years and its punchy taglines that have always struck a chord with the youth, Pepsi has established an enviable brand loyalty over the years. â€˜Yehi Hai Right Choice Babyâ€™ when it comes to the most memorable brands for marketers.
Amul Butter is another name that crops up. The brand has been entertaining consumers since decades with its â€˜Utterly Butterlyâ€™ jingle and punchy campaigns featuring the Amul mascot. The other memorable brands include Liril soap (the Liril Girl remained one of the brandâ€™s strongest advertising properties for a long time), Colgate (the brandâ€™s long-standing Suraksha Chakra ads created quite a ripple), Nirma, for its iconic jingle, Bata-one of the oldest footwear brands in India and one which has become a domestic name- and Maggie Noodles to name a few.
There are several names from the beverages space too. While health drinks like Bournvita and Complan are remembered for their ads promising children increased height and faster growth, many still remember Campa Cola as being the only soft drink brand in India for several years. Anshul Punhani, CMO, Monster.com and Amol Dhillon, VP- Strategy & Planning, Woodland pen down Parleâ€™s Gold Spot soft drink as one of their personal favorites.
â€œBSA Champ- my first taste of wind in my hair, freedom and heroics, and Action Shoes, the first shoes with lights are my personal favorites,â€™â€™ said Ahmed Rahimtoola, Vice President, Marketing, ABD.
For Anisha Motwani, Director and CMO, Max Life Insurance and Gayatri Yadav, Executive Vice President, Marketing & Communications, Star India, Phantom Cigarettes (candy) remain one of the most memorable brands till date. For Motwani, Luna motorcycles and Binanca toothpaste are the other names while Yadav lists down childrenâ€™s author Enid Blyton and Doordarshan.
The iconic Murphy Radio, known for its print ads in the 70s and 80s was in news recently for its mention in the Bollywood movie Barfi. For Alok Bharadwaj, Executive Vice President, Canon India, it remains an unforgettable brand.
Certain television shows and movies also leave a lasting impact on us. Madhumita Dutta, Chief Marketing Officer, Pantaloons India fondly recollects shows like Diffâ€™rent Strokes, Yes Minister and the Star Trek movies from her childhood.