It's the time to retro!

On the Holi eve, NDTV India had Prasoon Joshi, the man behind the Coke campaign, speaking on the advent of humour in advertisement on the Indian telly. He cited that people today wish for “instant gratification” and “entertainment everywhere”, hence the campaigns such as “Kya aap close-up karte hain?“, Alpenliebe's (the jingle so reminiscent of S.D.Burman). Besides humour I see a distinct mix of retro in these commercials, jingles being sung in archaic Hindi filmi-style. Look at the costumes and hairdo in these advertisements, bell-bottoms are back. Alpenliebe's set looks like the typical middle-class home straight from a Satyajit Ray flick. What's more Karan Johar's latest movie “Kal ho na ho” has a song bringing back the memories of disco, the popular dance music of late 70s. Have we come full circle?

Debashish Chakrabarty

Debashish Chakrabarty, a Software Consultant based at Pune, has been on the Internet since the “geocities” days but opened his Blogger account in October 2002. Apart from this blog he also maintains a Hindi blog NuktaChini.

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11 Responses

  1. vara prasad says:



    here is prasoons ID

  2. rohit says:

    guys i found prasoon joshi’s e mail id in fact he replied to me his id is;

  3. mauj Swarup kohly says:

    Yes rashmi a man like prason is difficult to find. He has a great crativity that can be seen his ads and poetry. if u find his id pl forward me to.o

  4. rashmi singh says:

    Yes Mahesh even i love Prasoon Joshi’s work and I find it amazing that the same guy who creats those wnderful ads and is considered the new age ad guru of India aslso writes on women issues,albums like man ki manjire,we need more talent like Prasoon.Can someone give me his e mail id please.

  5. mahesh murthy says:

    I agree with kewal Prasoon Joshi has always impressed me too and in fact I was so very impressed with his poetry,Its great to know that in the glam world of ads we have guys like him too.

  6. Alka says:

    These media people have suddenly become conscious of their visibility and PR. Another high visibility media personality keep appearing on NDTV and when pitted against any real intellectual he tends to lost his cool and becomes personal. But maybe they tend to get some new assignments due to all this gimmik.

  7. kewal says:

    Whatever you say this guy Prasoon Joshi is very impressive,I agree with all his points.

  8. Punit Pandey says:

    What they want to show is not a retro look but a silly look. You can call it “start of Jassi cycle”

  9. Charu says:

    The TOI says such jingles introduce today’s kids to the likes of K.L.Saigal… but I seriously doubt that,… while retro might be cool, few people would appreciate the ‘original’ if you know what I mean….

    and it is true… what goes away must come back… law of full circles!

  10. Sanjay Vyas says:

    Not to forget Aaj Tak New channel which I think kicked off the retro-look in its commercials. I think everyone loves those commercials “आँखें खोल दी”

  11. Ravages says:

    The retro look has been around for some time now in Indian Advertising. )&M the agency has been trying to experiment with executions style for their TV films, so as to make them different.
    Remember the M Seal commercials, Centre Shock and the now running Close Up.
    Also, they were the people to introduce clay animation and stuff to break clutter.
    Prasoon Joshi, having spent sometime in O&M might be influenced the same way too