A few days back, I noticed that the Ghadi Detergent TV Commerical has changed and a new Ad has come featuring Amitabh Bachchan and Divyanka Tripathi. It might have come on air some time back, but I was not watching TV last few months. Here it is [Link1]:
This Ad highlights that if we use Ghadi detergent, we do not need to keep the clothes soaked in water + detergent for 30 minutes before washing, a practice we are always used to. We can directly do washing and it will save time for us, something of importance in this high paced world.
Before this, there was a hugely popular Ad featuring both Amitabh ji and Divyanka ji. Here it is:
This ad talked about virtues like trust (bharosa), responsibility (jimmedari) and excellence (behtar ko aur behtar banane ki koshish), all of which are imbibed in the image of Amitabh ji. Amitabh Bachchan has a "grand old, elder family man" image now in the minds of the public. He also anchored KBC (Kaun Banega Crorepati), and his brand image consists of intelligence and wisdom. And never forget that he also represents excellence; being the greatest superstar of Indian cinema. I think these are the reasons why Amitabh ji was chosen for Ghadi detergent Ad.
In this Ad, Divyanka says, "mere paas bhi ghadi hai", as if symbolically she is asserting her own position as an expert and the fact that when it comes to awareness and expertise, women are now equal to men. She says, "ham sab ne mil kar banaya hai Ghadi ko..." and Amitabh ji completes it by saying, "Bharat ka number one detergent powder", and symbolically they taking the public along and the viewer gets an impression that we are also responsible for making Ghadi as #1 brand. This is a perfect example of "influencing" by TV commercials.
This TVC was so successful that the original tagline "Pahle istemaal karen, fir vishwas karen" was almost forgotten. This old, original slogan could have been relevant during the initial years, but not now, since Ghadi has been in the detergent market for years, it is not so relevant.
Ghadi detergent ads appear on TV so often and it is difficult to ignore those. But there are so many other ads which are also repetitive and those do not have the same "recall value". I had noticed some time back that I especially liked watching Ghadi detergent ads. I asked myself why it should be like that?
When I tried to analyze, I thought that my interest in this ad was mainly due to these two stars: Amitabh ji and Divyanka ji. Now, I am not really a diehard fan of either of them, but I liked this Ad since these two have made some kind of "magic" in it.
If we think about it, what is amazing is how Divyanka Tripathi being mainly a TV star, "matches" the huge charisma of Amitabh Bachchan. Finding a real "pair" opposite AB must always be a huge challenge. Somehow, she plays the role so comfortably, that it does not even feel surprising. It seems Divyanka's charisma complements Amitabh ji's charisma and that must be what makes this ad so magical. I think if any moviemaker makes a movie using them as pair, it would be successful too.
Also, somehow the portion in older Ad where Divyanka said, "ham sab ne mil ke bayana hai Ghadi ko...", followed by a flick of pause, and then Amitabh ji completes it by saying, "Bharat ka #1 detergent powder", has some "magic" in it. I wait every time she says "Ghadi ko.. and then AB says, "Bharat ka #1" as if this is some kind of a "game". This flick of pause between both their statements is tricky and my brain can't get over it. Hence, I find this ad interesting every time I watch. Both Amitabh ji and Divyanka also appear so cheerful and generate some positive vibes, which can also be a reason.
If you read the history of Ghadi detergent and the company which manufactures it, it is nothing less than a great Indian success story. And success is what is also naturally represented by Amitabh Bachchan and Divyanka Tripathi. Perhaps above all, that is what makes this Ad so wonderful.
- Rahul Tiwary
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