“Sasti cheez aur achi cheez mai fark hota hai.” This iconic punchline by Alyque Padamsee's Lalitaji in a Surf Excel ad in the 1980s played a crucial role in shaping Indian consumer attitudes and creating a solid market for HUL's higher-priced detergent at a time when Nirma dominated India's cost-conscious households.  

Kavita Chaudhary, who played Lalitaji in the Surf Excel ad, passed away on February 15, 2024. Her character of a cost-conscious housewife with the smarts to value quality over price with the "Surf ki kharidari mein hi samajhdari hai" campaign remains entrenched in my memory as an 80s kid.

Kavita's Lalitaji, a character whom Padamsee based on his mother, came at a time when Indian advertising was beginning to gain popularity and was a refreshing change from celebrity endorsements of products by film and sports stars. While celebrity endorsements make the product more credible and the message more persuasive, Lalitaji sparked the era of advertising targeted at homemakers.

It slowly began to resonate in many households, and it is one of the ads I fondly remember growing up.

For almost a decade, this advert was a reflection of every Indian household. And the face that facilitated all this was the relatable Lalitaji, with her simple attire and optimistic outlook she depicted the perfect Indian housewife. She represented every Indian mother and decision-maker. Bringing their daily household discussions to the television screen, she spoke for them, for once someone more real and practical rather than glamourous.

I remember how cost-conscious each middle-class household was, with strong accountability for every rupee spent. To seed the thought "Sasti cheez aur achi cheez mai fark hota hai" was not an easy task. The device of breaking the fourth wall in an advert wasn't usual. But that was attempted, allowing Lalitaji to address the homemaker directly, making it personal and allowing for firm persuasion. It made them rethink their notions and doubt what they were doing. It worked wonders. Lalitaji became every woman, and her character transcended time and was memorable much after the ads stopped. She became an iconic face that built great trust and made advertising believable, made it real.

Besides Surf, Kavita's role as IPS officer Kalyani Singh in Udaan also deeply impacted me. It is truly the end of an era.