Iconic Ads: NDDB — Doodh Piyo Glassful

In the early 90s, milk faced a surprising challenge from soft drinks. Thanks to liberalization, people got access to colas, sodas and chocolates, etc.

The National Dairy Development Board (NDDB), along with founder Varghese Kurien looked for a solution. (Many attribute this to Amul when it was NDDB that commissioned this project)

Apart from children that needed the benefits of milk, the adults needed it too.

Before liberalization, people had job security resulting in a stable life. But with privatization, Indians had to jostle with each other for higher paychecks.

With an increase in income came stress. Plus aspirations like maintaining a higher standard of health — jogging, exercising etc. Indians wanted to be fit.

There was a one-line brief from Dr Kurien. He told FCB Ulka to showcase the benefits of milk for the urban Indian — make it relevant.

Ulka researched and found that the image of milk had taken a beating in comparison to the exciting campaigns of the colas. Milk was seen as something forced down your throat by moms.

Shashi Sinha led the team and Haresh Moorjani (who led the creative team of Gayatri Chauhan & Jovan John) had the clever idea of making a Hinglish campaign (not done then) creating imagery similar to colas. It was Haresh who gave the creative idea of making milk hip. His brief ” What if milk was a cool, hip drink which came in trendy bottles/ tetra packs? How would we approach it then?”

Haresh, Gayatri and Jovan wrote the lyrics which were derived from each benefit of milk. And as Haresh recollects “But just so that it didn’t sound like a manual on milk, we added an English word at the end of each line, just for fun, to give it attitude and personality.”

[embed]

Jovan who was musically inclined strummed a few lines of the song which was then given to Leslie Lewis to build upon, along with the lyrics. The reggae based music which is integral to the commercial had the Caribbean feel, conveying something tropical, fun, beaches, good times etc. Leslie took the idea of the doodh doodh sound, the lyrics & gave it form.

The word Doodh was repeated in the Kunal Ganjawala sung jingle to drive it home and for people to learn and sing along easily. Hence, you hear — Doodh, doodh doodh doodh; doodh hai wonderful, pi sakte hain roz glassful; Doodh doodh doodh doodh!”

TO READ THE REST, DO VISIT — https://onlykutts.com/index.php/2021/07/09/nddb-doodh-piyo-glassful/