
About: Advertisement taglines, straplines-often with an attached logo- are short, memorable phrases that hope to capture a brand’s distilled essence; some becoming cultural touchstones. Many endure and linger for decades due to their simplicity, emotional resonance, aspirational tone, or clever wordplay. Others achieve massive cultural impact with strong emotional bonding or humorous recall. Here’s an exploration of some of the most iconic ones in India and the world, and also some that have gone horribly wrong. I’m not going too deep into the Agencies- with some exceptions- behind the creations, but the products they advertise. Let’s, Just Do It (credit: Nike).
Product advertisements are delightful examples of human ingenuity, and clever expression: like a juicy worm that draws a bird to swallow it whole, or perhaps pick it up and serve it as a meal to fledgling chicks; or, in these modern times, share on the ‘Bird WhatsApp Group’. Often the advertisement is better than the product itself. And we worm towards making buying decisions influenced by them in mysterious ways. Smell the coffee?
INDIA
Amul stands out with its cheeky one-liners, almost always showing a little girl dipping her paws into butter, cheese, or ice cream, with her tongue curled into the taste, and enjoying the moment. The Amul Girl is a staple mascot, since the 1960s, evoking national pride and buttery joy, and has become as epochal as the silent, watching-from-behind-the-scenes, ‘Common Man’ of the irresistible R K Laxman Cartoons.
The Amul Girl was created in 1966 by advertising executive Sylvester da Cunha and art director Eustace Fernandes as a witty, playful counterpoint to a competitor brand. Known for her red polka-dotted frock, blue hair, it was a response to rival, Polson’s more ‘proper’ butter-girl mascot. Amul’s then Chairman, Verghese Kurien wanted a mischievous child that was easy to draw, and memorable for outdoor hoardings. And he gave the creators complete slippery freedom to do mouth-watering campaigns.
Polson’s butter is no longer available in the market-disappearing in the early 1970’s- losing its monopoly to Amul. These days, Mother Dairy – ‘Like a Mother, and Happy Food, Happy People’- is one of Amul’s biggest rivals in the packaged milk and daily dairy segment.
Amul is an acronym for Anand Milk Union Limited, a cooperative society based in Anand, Gujarat, India, which has become the world’s largest milk producer through the White Revolution (Operation Flood). Amul was founded in 1946 and is the brand name used by the Gujarat Co-operative Milk Marketing Federation Ltd., (GCMMF), which is India’s largest dairy of its kind.
Its classic advertisement Amul -‘The Taste of India’ or ‘Utterly Butterly Delicious’-coined on a prompt by Sylvester da Cunha’s wife, Nisha, teases us to this day. Amul’s first advertisement showed the Amul Girl kneeling in prayer, ‘Give Us This Day Our Daily Bread’, alongside the slogan, ‘Utterly Butterly Delicious’ buttered on the pack.
These days Amul comes out with frequent advertisements, on various media, to reflect the times and events. I caught a recent one, ‘Your ODYSSEY to Great Butter Ends Here. Amul in Every Homer’. It showed film director Christopher Nolan and Actor Matt Demon (dressed as Ulysses) eating a slice of buttered bread, but sadly I missed the Amul Girl-they could have ‘peneloped her’ into the scene, showing her waiting at Ithaca -loaded with tons of butter.Despite being born in 1966, the Amul Girl has not aged at all. Wonder what is the secret of her youth? Your guess is as good as mine!
Adding salt to the butter, India’s sleeping giant, the Tata Group, came up with its iodised salt brand, plainly called Tata Salt, ‘Desh Ka Namak’- declaring it, ‘The Nation’s Salt’. It was simple patriotism tied to an everyday essential.
Evolving with the milk, Cadbury’s Dairy Milk Chocolate ran the line, ‘Kuch Meetha Ho Jaaye’ (Let Something Sweet Happen)- which linked chocolate to celebrations and everyday happiness. Mind the tooth!
In the days before Coca-Cola and Pepsi ‘cola-ed’ into India, Thums Up ruled with its slogan, ‘Happy Days are Here Again’. But when Coca-Cola entered (actually re-entered) India, it drank-up the brand – to counter Pepsi- and came up with the fiery slogan, ‘Taste The Thunder’ and its, ‘Aaj Kuch Toofani Akrte Hain’ (Let’s Do Something Stormy Today) kicked up many a nerve. Then, Coca-Cola swallowed success and rolled out fun and youthful punchlines such as, ‘Thanda Matlab Coca-Cola’ (Cold Means Coca-Cola). It made ‘thanda’ synonymous with refreshment.
If Coca-Cola is near, Pepsi cannot be far behind, and it yelled, ‘Yeh Dil Maange More’ (The Heart Wants More) and ‘Yeh Hai Right Choice Baby’ (This is The Right Choice, Baby)- making an energetic appeal to the youth of India.
After eating butter, chocolates, tasting thunder, and doing stormy things, eventually something spills on to your clothes. India’s washing detergent King, Hindustan Unilever’s, Surf Excel spotted the ‘dirty opportunity’ and actually said, ‘Daag Achhe Hain’ (Stains Are Good): clean reverse psychology that turned messy play into positive parenting moments (the advertisement showed kids returning home to their Moms, dirty from playing). It completely transformed detergent advertising by shifting the focus from a ‘cleaning power’ to emotional storytelling and positive values. Surf Excel became an enabler allowing kids to live freely, because the brand will handle the mess afterward.
Today, Surf rules again, but once upon a time, between the late 1960s and early 1970s, it was challenged by a brand new ‘dirt-cheap’ brand called ‘Nirma’.
Surf had positioned itself as premium, a high-quality, detergent powder and a convenient alternative to traditional washing soaps. It was expensive, making it unaffordable for most middle and lower-income households. Detergent powders were still a somewhat premium category, and Surf enjoyed a near-monopoly among those who could afford it…until Nirma walked in, well actually danced in.
Karsanbhai Patel, a chemist, founded Nirma in 1969 in his backyard-all great things happen in the backyard– in Gujarat. He named it after his daughter Nirupama, who died in a tragic road accident. Karsanbhai Patel developed a phosphate-free synthetic detergent that cleaned well, without being too harsh on hands, and was affordable for the low and middle-class.
The game-changing advertisement, ‘Washing Powder Nirma’, the classic jingle that first on radio in 1975 and Television in 1982, was a real disruptor. ‘Washing Powder Nirma, Doodh Si Safedi Nirma Se Aaye… (Milk-white Brightness Comes from Nirma) featuring a joyful, dancing little girl (in a white frock) and happy housewives spilling its benefits in an upbeat, filmy style with singing and dancing-completely different from Surf’s serious, functional advertisements. It made washing clothes look fun and turned Nirma into a cultural phenomenon. The jingle became one of India’s longest-running and most memorable advertisements, creating massive brand recall and emotional connection across all income groups.
Nirma dominated through the 1990s but declined later due to competition from Surf Excel, Tide, Ariel (better technology), and changing consumer preferences toward premium products including the advent of Washing Machines. Nirma stuck too long to its low-price positioning without enough innovation – missed many dance steps.
Moving to something more solid and stain-free.
The ‘Dimag Ki Batti Jala De’ (Light up Your Brain) campaign is one of India’s most celebrated and long-running advertisement series for Mentos, launched by Perfetti Van Melle-a global leader in the confectionery and gum industry. It transformed the brand from a simple mint into a cultural symbol of clever, quick thinking and witty problem-solving. Imagine the Amul Girl quitting butter, popping a Mentos, and suddenly growing-up!
Mentos entered India in 1999 as ‘The Freshmaker’-its global positioning- focusing on refreshment. It struggled initially in a competitive market. In 2003, the Advertisement Agency, Ogilvy, Mumbai, adapted the global idea into a locally resonant, famous slogan, ‘Dimag Ki Batti Jala De’ . This shifted the focus from physical freshness to mental sharpness.
The core concept became, ‘Aam Zindagi versus Mentos Zindagi’ (Ordinary life versus Mentos life): showing the same problem solved in a dull way, versus a clever, humorous way, after popping a Mentos. A catchy jingle and a glowing lightbulb visual reinforced the brain spark idea.
In the year 2005, it ran the brilliant classroom advertisement: a student arrives late to class and as he tries to sneak in, the teaches catches him and yells, “Coming Now? Get Out”! How often we, or our friends, typically in College, have been in this situation. The student leaves defeated by ‘Aam Zindagi logic’. In the exact situation the student pops a Mentos mint, sparking a moment of genius-Mentos Zindagi logic. Instead of walking-in forward, he walks backward in the classroom. The teacher spots him and thinking he is sneaking out (this time) shouts, “Where are you going? Sit down”! It went viral, boosted sales dramatically, and gave Mentos entry into many a mouth, in India.
Then in the year 2008, evolved another stunning Mentos advertisement, based on Evolution. A monkey, which is bullied by a donkey eats Mentos, evolves through human history (hunting, fire, wheel…), and returns smarter to make the donkey pull a cart. It perfectly captured, ‘Evolution Through Smart Thinking’.
Fevicol — ‘Fevicol ka Mazboot Jod Hai, Tootega Nahi!’ (Fevicol’s Strong Bond Won’t Break) — Humorous, unbreakable glue advertisements made this a household phrase for anything solid. The sticking 1999 Fevi Kwik (instant adhesive from Pidilite-same family as Fevicol) is the most legendary.
The setting is a peaceful lakeside showing a Camping Tent. A well-dressed, Urban-looking man with a fancy fishing rod, reel, bait, etc. sits patiently for a long time, looking frustrated and tired. He hasn’t caught anything despite all his flashy equipment. He even shushes anyone making noise to avoid disturbing the fish.
A simple, local villager-in dhoti and exposed torso with a towel strung on his shoulders, looking excited and carefree-arrives, humming to himself. This irritates the urban man who asks him to stay quiet.
The villager takes a steel rod-with a round at one end, pulls out a Fevi Kwik tube, which he had tucked behind his right ear, and applies four small dots on the rod while cheerfully counting, one, two, three, four… (in the vernacular). He casually dips the rod into the water. Within seconds, the rod starts vibrating wildly. He pulls it out-and four live fish are instantly stuck to the exact spots where he applied the glue! The sophisticated Urban guy looks on in complete shock and disbelief. The villager happily walks away with his catch. Tagline (voice-over): “Chutki Mein Chipkaaye, Fevi Kwik”! (Sticks In A Snap / Sticks Instantly, Fevi Kwik!)
Other stand-out taglines are: Raymond Suiting’s, ‘The Complete Man’- defined aspirational masculinity for generations. Life Insurance Corporation’s, ‘Zindagi Ke Saath Bhi, Zindagi Ke Baad Bhi’ (During Life And After Life Too), captured security and legacy perfectly. Hero MotoCorp (formerly Hero Honda)-‘Desh Ki Dhadkan’ (The Heartbeat Of The Nation) or ‘Hum Mein Hai Hero” (There’s a Hero in Us). Airtel’s, ‘Express Yourself’ or ‘Har Ek Friend Zaroori Hota Hai (Every Friend is Necessary) actually made people rush to stay connected. But Idea Cellular, captivated with its brilliant ideas, when it said, ‘An Idea Can Change Your Life’ or ‘What an Idea Sirji’!
Once there was a vibrant airline called Kingfisher Airlines, which called itself, ‘the King of Good Times’ with its Owner claiming that he personally selected every air-hostess. And no one doubted his extensive knowledge of women.
Most of these lines succeeded due to simplicity, cultural resonance-emotions, patriotism, humour-and consistent advertisement campaigns. Many, like Surf Excel and Fevicol, became part of everyday Indian conversation. Indian advertising excelled at blending wit, heart, and relatability, in just a few words.
Now, let’s look at how the world is doing.
THE WORLD
Without doubt, Nike’s catchy and inspirational ‘Just Do It’ instantly comes to mind when thinking about a global tagline. It’s a call to overcome inertia; one of the most recognized slogans ever, symbolising Nike’s global dominance.
Let’s swoosh into the interesting story of Nike’s logo and tagline.
Nike is the world’s largest supplier of athletic shoes, sports apparel, and maker of sports equipment based in Oregon, the United States of America. It was originally known as Blue Ribbon Sports (BRS) and was founded by University of Oregon track athlete Phil Knight and his coach Bill Bowerman, in 1964. BRS officially became Nike, Inc., in 1971.
Nike’s iconic ‘swoosh’ (often called the tick mark) logo was designed in 1971 by a graphic design student, Carolyn Davidson. Blue Ribbon Sports was transitioning from importing Onitsuka Tiger shoes-a Japanese luxury footwear brand started in 1949- to creating its own products. Phil Knight needed a distinctive ‘stripe’ (the industry term for a shoe side logo) that suggested motion, stood out from Adidas’s three stripes, and worked on a shoe profile. Knight, who was teaching an accounting class part-time at Portland State University, had previously hired Carolyn for freelance work after overhearing she needed money for an oil painting class. He ticked her for the job. Carolyn sketched several options, drawing on tissue paper overlaid on shoe sketches. One was a curved, wing-like checkmark that evoked movement and the wings of the Greek Goddess Nike. Knight reviewed them: none were loved, but the Swoosh was chosen as the ‘least awful’ due to tight production deadlines for a new shoe in Mexico. Knight famously said: “Well, I don’t love it, but it will grow on me.”
The ‘Just Do It’ slogan was coined in 1988 by Dan Wieden of the Advertising Agency Wieden+Kennedy for Nike’s first major TV campaign. It was inspired by the last words, “Let’s do it”, of convicted murderer Gary Gilmore before his execution by a firing squad, in 1977. Wieden adapted it by killing the “Let’s” and adding ‘Just’.
Nike, the name, comes directly from Nike, the ancient Greek goddess of victory in war and peaceful competition. She is often depicted as a winged goddess, symbolizing triumph in battle, sports, or competitions. In Green mythology, Nike is daughter of the titan Pallas and the underworld River Goddess Styx and famously ‘ran’ as Zeus’s charioteer.
While Nike was running its shoes, Steve Jobs had just returned to Apple in 1977 and wanted to revive its declining fortunes, especially with IBM thinking it ruled the world of computers. Apple’s, ‘Think Different’ celebrating rebels and innovators, helped to revive the brand.
Art Director Craig Tanimoto created the tagline as a playful contrast to IBM’s ‘Think’ (and ThinkPad) slogan. He paired ‘Think Different’ with black-and-white portraits of visionary people like Albert Einstein, Mahatma Gandhi, Martin Luther King Jr., and others who ‘changed things’ by defying the status quo.
Apple’s current logo is the simple, bitten apple silhouette (often in monochrome, today), designed in 1977 by graphic designer Rob Janoff, of the Regis McKenna Agency. The original logo of 1976-used briefly-was a detailed, old-fashioned illustration showing Isaac Newton sitting under an apple tree, with a quote from William Wordsworth: “A mind forever voyaging through strange seas of thought… alone.” It was created by Apple’s short-lived third co-founder, Ronald Wayne.
In 1977, for Apple’s first personal computer with a colour display, Steve Jobs commissioned Rob Janoff. The goal was a friendly, approachable, colourful logo to appeal to everyday people. Janoff bought apples from a market, sketched many versions, and simplified to a clean silhouette. The bite was added purely for scale-so it wouldn’t look like a cherry or tomato when small. The logo has evolved (e.g., rainbow until 1998, then simplified), but the core bitten apple shape has remained iconic for nearly 50 years. It’s a story of practical design choices rather than deep symbolism.
Much like the Coca-Cola and Pepsi of the cola-drink world we have the Nike and Adidas in the shoe and sports apparel world.
Adidas’s, ‘Impossible is Nothing’ emphasizes overcoming limits and is inspired by Heavyweight Boxing Champion Muhammad Ali. It has been used for years as the brand’s defining philosophy. Adidas’s current global slogan is ‘You Got This’, introduced in 2024 as a shift from the long-running ‘Impossible is Nothing’. The new slogan focuses on overcoming pressure, building self-belief, support from others, and reclaiming the joy in sports for all kinds of athletes.
Adidas was founded in 1949 by German shoemaker Adolf (Adi) Dassler in Germany. Adolf started Adidas after splitting from his brother Rudolf (Rudi), who went on to start Puma(formerly Ruda).
Adidas is a portmanteau derived from the Adolf’s nickname ‘Adi’ added to ‘Das’ (from Dassler) to make it Adidas. He experimented with leather straps on the sides of shoes for reinforcement and stability. After testing different numbers, three stripes showed up best in photographs-key for visibility from the stands and marketing. Adi even called his company ‘The Three-Stripes Company.’ The design wasn’t entirely original: a Finnish brand called Karhu Sports had used three stripes earlier. In 1952 Adidas bought the rights from Karhu, in one of the best deals in branding history.
People often joke that Adidas stands for things like: ‘All Day I Dream About Sports’ or the more sexy, ‘All Day I Dream About Sex’.
USA, McDonald’s, “I’m Lovin’ It” shows simple, upbeat joy that refreshed the brand globally. KFC’s “Finger Lickin’ Good” was sensory and indulgent. M&M’s (USA): ‘Melts in Your Mouth, not in Your Hands’ was practical humour about mess-free chocolate.
Another scintillating tagline is South Africa’s Diamond major, De Beers, with its, ‘A Diamond is Forever’ slogan. It transformed diamonds into symbols of eternal love; one of the 20th century’s forever best ‘shines’.
Driving back to Germany, BMW’s ‘The Ultimate Driving Machine’ highlighted performance and driving pleasure, while Mercedes-Benz said, ‘The Best or Nothing’ positioning itself on uncompromising excellence. Audi’s ‘Vorsprung Durch Technik’ (Advancement Through Technology) spelt technical superiority, kept in German for prestige. Then of course Volkswagen came up with, ‘Think Small’ — Honest humility that revolutionized car advertisements and was named the best campaign of the 20th century.
To buy big and small things we may need Credit Cards along with some cash, and Visa said, ‘Everywhere You Want to Be’ about ubiquity and convenience, while Master Card chipped-in with, ‘There Are Some Things Money Can’t Buy. For Everything Else, There’s MasterCard’, which valued priceless moments.
And finally, not to be left behind, Disneyland declared itself, ‘The Happiest Place on Earth’.
GONE WRONG: INDIA & THE WORLD
Some of the worst advertisement taglines and campaigns have backfired spectacularly due to poor taste, cultural insensitivity, bad translations, unintended double meanings, or tone-deaf messaging. These examples from India and the world often went viral for the wrong reasons, leading to bans, boycotts, sales drops, or brand damage.
Amul Macho (a popular Indian men’s inner-wear brand, and nothing to do with Amul butter) wore the slogan, “Ye Toh Dada Toing Hai”, which loosely translates to, “Wow, This Is Quite Bouncy”. In the advertisement, the phrase was used as a cheeky double-entendre to imply that the product enhances a man’s attractiveness and confidence. It featured a woman suggestively washing and stretching a man’s underwear with exaggerated ‘toing’ (repeated movement) sound effects and sensual expressions. It was widely criticised as being vulgar and objectifying, leading to bans and heavy backlash from customers.
Hindustan Unilever’s cosmetics brand, Fair & Lovely (now, Unilever’s Glow & Lovely) spent decades on promoting, ‘Fair Is Beautiful’, for success and marriage, reinforcing colourism and faced massive criticism for promoting harmful beauty standards.
Maruti Suzuki’s hatchback car, Wagon R Stingray was wheeled as ‘My Thing Everything’, which was awkward and vague and actually made no sense at all, as did, of all cars, Mahindra Verito Vibe’s (a non-sporty car) which tried a sporty, ‘Everybody Loves A Sport’. Toyota Etios called itself, ‘The Real Sedan’ – implying others are fake?
Nothing beats the Washing Machine brand Electrolux’s tagline, ‘Nothing sucks like an Electrolux’ – Intended to highlight vacuum power in the US market, but ‘sucks’ as slang for ‘terrible’ made it a punchline.The slogan highlighted powerful suction and worked as a pun in the UK market. In the US, ‘sucks’ commonly means ‘is terrible’, turning the boast into an accidental self-goal.
In China, KFC’s, “Finger-lickin’ good” was translated as, ‘Eat your fingers off’ (or similar cannibalistic phrasing). The iconic slogan became grotesque rather than appetizing. Banking giant, HSBC’s ‘Assume Nothing’, translated to ‘Do Nothing’ in multiple languages. The intended message of precision and diligence flipped into apathy. This reportedly cost the bank around $10 million to fix through rebranding.
When Ford launched its car ‘Pinto’ in Brazil, the car’s name became a running joke. ‘Pinto’ is local slang for small male genitalia. Hurriedly, Ford renamed it Corcel (horse) in that market.
Perfectionist, Mercedes-Benzalso messed-up big, in China. Initially its name was ‘Bensi’ translated roughly to, ‘Rush To Die’ or ‘Rush To Your Death’. It was quickly changed to something more positive, ‘Ben Chi’ (dashing speed).
While India is now grappling with Exam-Paper leaks, the most famous Parker Pen advertisement regarding leaks is a legendary 1980s marketing blunder. Aimed at the Mexican market, the campaign’s English slogan was, ‘It Won’t Leak In Your Pocket And Embarrass You’, but translators mistakenly used the Spanish word ‘embarazar’ (get someone pregnant/impregnate) leading to the tagline, ‘It Won’t Leak In Your Pocket And Make You Pregnant.’
In today’s tightly connected world-with social media amplifying gaffes instantly-what is emblematic or works in one place- in once culture, may not work in another. Getting into the skin of local languages and cultures is awfully important. Else, we may end-up remembering a brand and the tagline for all the wrong reasons. Here’s wishing that you, Think Different.







