The Evolution of TV Commercials: From Jingles to Storytelling
The Evolution of TV Commercials: From Jingles to Storytelling
There was a time when watching TV wasn’t just about the shows—it was about the ads. Yes, those one-minute wonders in between Ramayan or Chitrahaar that somehow stayed with us long after the episode ended.
If you grew up in India in the ’80s or ’90s, you’ll know what we’re talking about. One jingle, and boom—you’re back in your childhood home, sitting cross-legged on the floor, eyes fixed on the bulky TV.
“Washing powder Nirma…”
“Vicco Turmeric, nahi cosmetic…”
“Hamara Bajaj…”
They weren’t just ads. They were part of growing up. And that, right there, is the beginning of the evolution of TV commercials in India.
Jingles: Our First Love Affair with Advertising
Before high-tech cameras and social issues took center stage, commercials were all about being catchy. They had one job: be remembered.
And oh, they did it well.
How many of these live rent-free in your head?
- Lijjat Papad’s talking bunny and that unforgettable chorus
- Amul Doodh – making every kid feel like a superhero
- Nirma’s dancing sari-wali bai
These jingles weren’t background noise, they were mini musical memories. Everyone knew them, sang them, and acted them out during Antakshari.
The Shift: When Ads Got Feelings
Then came the ’90s. Liberalization hit. More channels. More brands. More competition.
Suddenly, shouting a product’s name wasn’t enough. Ads had to mean something. They had to feel something.
Remember the girl dancing on the cricket field? That Cadbury ad wasn’t just about chocolate—it was pure celebration.
Then came Surf Excel’s “Daag Ache Hain”. A little boy rolling in the mud—not just for fun, but to help a friend.
That’s when the tone of advertising shifted. Products took a backseat. Emotions took the wheel.
Ads Today: Mini-Movies with Maximum Emotion
Fast forward to now. Modern TV advertisements are like short films. Crafted with cinematic precision, built around narratives that hook you emotionally.
Think of:
- Google India’s “Reunion” — Two childhood friends from India and Pakistan, reunited decades later
- Tanishq’s interfaith wedding — Breaking barriers through one beautiful wedding ceremony
- Ariel’s “Share the Load” — Calling out unequal domestic responsibilities, softly and powerfully
- Fevikwik’s fisherman and soldier — Not a single word spoken, yet it said everything
These aren’t just ads. These are TV ad campaigns that tell stories—stories we relate to, cry over, and most importantly, remember.
Retro vs Modern: Who Wins?
Retro ads were like old-school charm—simple, innocent, and unforgettable.
Modern ads are thoughtful, layered, and socially aware.
We miss the old jingles, sure. But we also admire today’s courage to speak about things that matter. Gender roles. Mental health. Unity.
One gave us melodies to hum. The other gives us messages to hold onto.
Both matter. Both belong.
Why Stories Stick?
You know what’s funny? We don’t remember specs. Or price points. Or ingredients.
But we do remember that one ad that made us cry. Or laugh. Or pause.
Because stories stick. That’s why storytelling is the future of advertising.
People don’t want to be “marketed to.” They want to feel seen. Heard. Understood. And that’s what a good story does.
Let’s Tell Yours
At Creative Splash, we get it. We grew up humming those jingles too. And now, we help brands create the same kind of magic—ads that make people feel something real.
Whether it’s a nostalgic nudge or a bold new voice, we help your brand speak human.
Ready to create your story?
Let’s chat. Let’s create.
