Revisiting the Golden Era of Indian Advertising: The Focus on Children in the ’80s and ’90s

Since the 1950s, Indian advertising has consistently woven children into its narratives, creating a lasting impact on consumer perceptions. Advertisements portraying children have evolved significantly over the decades, particularly during the vibrant era of the 1980s and 1990s. Brands began to realize the potential of integrating child-centric themes into their marketing strategies, leading to memorable campaigns that still resonate today.

Detergent ads from the early years often showcased children triumphing in competitions, donning spotless white uniforms as they ran home, embodying innocence and purity. Popular milk food drinks like Horlicks and Bournvita further capitalized on this trend by demonstrating how their products could enhance a child’s performance. However, it was Complan that revolutionized the portrayal of children in ads, especially in the early ’80s.

Complan’s marketing strategy took a bold step forward by featuring child models who would later become household names in Bollywood, including Shahid Kapoor and Ayesha Takia. The iconic advertisement, with the catchy tune “I am a Complan girl, I am a Complan boy… and we love our Complan mummy,” not only highlighted the nutritional value of the product but also positioned the girl child as a central character, a significant shift in advertising narrative at that time. The ad depicted the young girl playing basketball and assisting her mother, subtly breaking gender stereotypes in advertising.

However, to avoid being pigeonholed as a brand exclusively for girls, the narrative included a boy character who declared, “I am a Complan boy,” thereby balancing the representation. This strategic move was crucial, as it catered to a broader demographic while still communicating the brand’s commitment to child nutrition. Along with Complan, Farex also played a pivotal role in changing the perception of child nutrition, being marketed as a weaning food for infants. Together, these brands helped reshape how parents viewed child health and nutrition in India.

The legacy of these advertisements extends beyond mere marketing; they reflect societal values and changing gender dynamics. By promoting both boys and girls in equal measure, these brands contributed to a more progressive narrative around childhood and nutrition. The focus on children in advertising during this period not only made for compelling marketing but also created a cultural touchstone that resonates with many who grew up in that era.

Source: scroll.in