Advertisement played its role in India’s freedom struggle

Advertising was informal in pre-colonial times. The economy was largely agricultural and village based, and the direct relationship between producers and consumers at the time eliminated the need for advertising as we know it. Of course, the tradition of street vendors advertising their wares is probably as old as the commerce itself.

Given the low level of literacy, early formal advertising was launched in India targeting Britishers, princely states and high-income groups. Such advertisements were for hotels, four wheelers, tea, gramophones, cotton goods, sewing shops, apparel and other types of daily use items. These were published extensively in English newspapers.

As our quest for freedom began to take shape, one of its underlying movements had a direct impact on advertising. This was the Swadeshi movement. It began as a reaction to the decision to partition Bengal in 1905. It sought to make room for Indian goods and curb foreign goods. At that time Kolkata was the capital of British India and also a major center of commerce, and early Indian advertising took root there.

Indian brands borrowed and in turn reinforced the swadeshi message. Many brands started using Swadeshi’s tag to pitch their indigenously produced goods and provide an alternative to imported goods. For example, Tata Oil Mills Company’s Hamam Soap announced that it was not only a big cake of soap, but also indigenous. Similarly, a Cipla advertisement for drugs encouraged its viewers to embrace the idea with this line: “India’s freedom demands that every Indian citizen be of Indian mind, shun inferiority complex and self-reliant.” Have faith, support Indian industries and take Cipla medicines.” The messages of the era were loud and clear in favor of nationalist Indian products. Broadly speaking, he urged Indian consumers to buy products that Indians produced and boycott foreign goods if they cared about the nation.

Rabindranath Tagore became a significant influencer as a model in the advertising of indigenous goods and as a writer of copy and lyrics for advertisements. One brand for which he provided a testimonial was Kuntalin Hair Oil, which endorses it for its ability to grow hair and its long-lasting scent. A clever activation idea deployed by the brand was the announcement of a literary award, whereby stories submitted were to mention ‘Kuntalin Hair Oil’ or ‘Delkhosh Perfume’ in the story. However, brand owner H. Bose insisted on a strict indigenous criterion, disqualifying stories that emulate European literature.

Tagore contributed his copywriting skills to strengthen the story of India. As for Kajol Kali, she wrote that it was “no less than any European ink”, she praised Dwarkin & Son’s flute as “more suited to Indian music than foreign flutes” and sculptor Karthik Pal. Told his work better than the work on his idol. of Europeans and Americans, who “wore them while posing for long periods of time. A clear ‘us-vs-un’ narrative was established, uniting Indian audiences against a common enemy. Tagore and Surendranath Banerjee Brands with other nationalist symbols like Lala Lajpat Rai and others did not shy away from calling users of foreign products “lack of self-esteem”.

Godrej Soaps also used several national figures of the independence movement such as Annie Besant and C. Rajagopalachari to endorse 100% vegetable-based soap. The advertisements contained testimonials from these leaders, comparing Godrej soap to European soaps, and declaring Godrej soap as much better. Tobacco, tailoring classes and tea advertisements all spoke of the “Made in India” story.

15 August 1947 was probably India’s first attempt not only with independence, but also with moment marketing. The brands sought to celebrate India’s independence through advertisements. The Indian tricolor was displayed with pride. Dalmia Cement asked Indians to build a “House of Freedom”, Eastman & Company paid rich tributes to freedom fighters, and Free India General Insurance offered a special “Free India Policy”.

Present day advertisements celebrate and take advantage of our Independence Day. Zomato proudly announced, “Sorry, we are no longer accepting orders”, referring to the instructions from the British Raj. We are well aware of all the advertisements for Independence Day discounts by major traditional and online retailers. In all the excitement and noise, some ads strike a different note and make us question whether our pursuit of freedom is a thing of the past. The Bajaj Avenger campaign asks, “What does freedom mean to you?” And talks of a permanent planet.

1947 was indeed an important milestone, but perhaps the independence movement is a continuous journey. While India has seen undeniable progress, the dream of freedom that can be experienced by every citizen remains elusive. Advertising, with its ability to excite, nudge, inspire, and inform, is an extremely powerful mechanism to push us toward a more meaningful and profound idea of ​​freedom—and fuel our quest for true freedom as a cause today. To qualify as it was 75 years ago.

These are personal views of the author.

Manisha Kapoor is the Chief Executive Officer and Secretary General of the Advertising Standards Council of India.

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