The Anchor: 7 ads that star sports and sportsmen

20 Oct,2011

By Hemant Kenkre


In no particular order – from the dancing girl on the cricket field to Sehwag’s Ma – there’s something about Indian ads and sports that hits the spot


#1 Palmolive Da Jawaab Nahi:The Haryana Hurricane, as Kapil Dev was known, endeared himself to millions of Indians (not just cricket fans) with the line from the Palmolive Ad – ‘Palmolive Da Jawaab Nahi. ’ Kapil’s earthy personality and toothy smile in the ad will always be remembered as much as the “Kitne Aadmi The” dialogue from Sholay.
#2 Cadbury – Asli Swaad Zindagi Ka:Can anyone forget the Cadbury TVC where the lady friend of the batsman prances out on the field and dances her way into the arms of her hero, who has just hit a six? Kucch Khaas Hai Is Ad Main!
#3 Josh Ka Rang – Coca-Cola 1996 World Cup:In 1996 when Coca-Cola won the pouring rights for the ICC World Cup (India. Pakistan & Sri Lanka), they announced their return into India with a super TVC – Josh Ka Rang –that ‘played’ around the colour red, showed youngsters from the Indian sub-continent playing on the streets, on the banks of the Jamuna, with the Taj as the backdrop, running among red-chillies laid out to dry. All peppered with the awesome ‘Dum Mast Kalandar’ track by Nusrat Fateh Ali Khan
#4 Nothing Official About It – Pepsi 1996:While Coca-Cola’s TVC and strong PR campaign for the 1996 ICC World Cup was going great guns, rivals Pepsi  pulled the rug from under their feet by launching their campaign ‘Nothing Official About It,’ which featured most Indian and international cricketers who were playing the World Cup and cocked a cheeky snook at Coca-Cola’s ‘Official beverage of the Cup’ status
#5 Aila Plane – Pepsi  2003 ICC World Cup:This Pepsi campaign, where Shane Warne and Carl Hooper kidnap Sachin Tendulkar – ostensibly to put him out of action from the tournament – is hilarious. Especially Warne and Hooper mouthing Hindi words like ‘Iski Toh Gayee’ and when Sachin sees an aircraft and says ‘Alia Plane’
#6 Nike 2007 Cricket:The 2007 edition of the ICC World Cup saw Nike, the official apparel sponsor of the Indian team produce a superb TVC where young cricketers atop a bus stuck in a traffic jam, playing the game with passion, smashing tea cups from the hands of innocent bystanders all spiced with the Goan folk song ‘Yo Baile Yo’ playing in the background.
#7 Karlo Duniyaa Mutthi Main, Sehwag Ki Maa – Reliance Mobile:This TVC was probably inspired by a Bollywood blockbuster where the Najafgarh’s hero (Virendra Sehwag) cannot connect bat to ball and gets a call from his Mother who tells him ‘Karlo Duniyaa Mutthi Main.’ Our hero tosses off his helmet and the ‘villainous’ bowler is promptly whacked out of the park by Viru!

A communications professional, Hemant Kenkre played cricket for Bombay University and has captained the Cricket Club of India.

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