Hello, readers! We, team BUSFAM, a premier creative advertising agency, are once again back with our popular #BreakingtheAds segment, where we take you through trending campaigns in the advertising world.
Today, we are going to discuss one of India’s most loved advertisement anthems, Nirma Washing Powder.
Did the jingle start playing in your head the moment you read the headline? Well, we are not surprised. Because that’s the magic of the Nirma Washing Powder campaign – a jingle that became every Indian’s favourite and that even echoes decades later.
The jingle became so popular that the advertisement did more than just sell detergents. Rather, it just reshaped the way Indians connected with commercials.
Back in the 1970s, when using detergent was still a luxury for the middle class, a homegrown brand named Nirma entered the market and successfully made its way into the hearts of consumers through its memorable advertisement.
The story began in 1969 when Karsanbhai Patel, a chemist from Gujarat, started manufacturing the detergent and sold it from door to door. He named the washing powder “Nirma” as a tribute to his late daughter, Nirupam, who tragically passed away in a car accident.
The brand came with a simple promise — offering quality detergent at an affordable price. But what made the adventure steal the spotlight is its catchy jingle.
“Washing Powder Nirma, Washing Powder Nirma
Doodh si safedi Nirma se aaye,
Rangeen kapda bhi khil khil jaaye,
Sabki pasand Nirma, Washing Powder Nirma.”
The jingle was played everywhere, be it on the radio or on television, and the brand became a success.
Even today, when someone mentions Nirma, the tune starts jingling in the ears.
The Washing Powder Nirma campaign was not just about selling the product. It was about creating an emotional connection with the consumers that lasted for years.
The ad, the jingle, the characters, and the cultural touch did wonders for the brand. The campaign mainly featured four women — Hema, Rekha, Jaya, and Sushma, representing the multitasking homemakers.
There were no expensive cars and fancy locations in the advertisement; rather, it showcased women in real-life scenarios who managed the household, cared for their families and found joy in wearing freshly washed clothes. This approach resonated with the audience, especially the women who associated themselves with those characters.
Adding to the emotional impact was the repetition of the brand name throughout the campaign, which ensured maximum brand recall.
Washing Powder Nirma was indeed a genius of advertising. It was simply interesting and relatable.
In today’s era of advertising, where brands compete for 5 seconds' attention with massive investments, the Washing Powder Nirma campaign is still the benchmark.
So, next time you hear the Washing Powder Nirma jingle, remember that great advertisements are not just created to draw the attention of the audience. It’s about earning a place in their hearts that they will remember for years.