Top 3 Iconic Advertisements by Prahlad Kakkar: Creativity That Defined an Era

Prahlad Kakkar, the legendary filmmaker and the founder of Genesis Film Productions, revolutionized the Indian advertising landscape with his bold, witty, and memorable campaigns. Known for his storytelling expertise, he created some of the most iconic commercials that left a lasting impact on Indian audiences. In his memoir Ad Man Mad Man – Unapologetically Prahlad, he recounted several experiences from his career and life that highlight how a master of advertising perceives the world and the perspective he applies to practical situations.

1. “Ye Hi Hai Right Choice Baby!” – Pepsi

“Yehi Hai Right choice Baby” was the slogan that Pepsi employed in its advertisement featuring various celebrities and sports icons, including Shahrukh Khan, Aamir Khan, Mahima Chaudhary, and Sachin Tendulkar.

In an interview with CNN News18, Prahlad Kakkar shared an interesting insight that he wanted the casting to be a key element that set his ad film apart from the reference commercial. This can be the reason he chose superstars like Aamir Khan and Shah Rukh Khan for the campaign.

 Watch it here!

Source: CNN News18

Aim & Objective:

The campaign aimed to position Pepsi as the youth’s ultimate soft drink, emphasizing confidence, coolness, and rebellion.

Impact:

With a catchy tagline, stylish visuals, and featuring Bollywood stars like Shah Rukh Khan and Juhi Chawla, this campaign struck a chord with young India in the 1990s. It established Pepsi as the “cool” brand and a direct competitor to Coca-Cola in the Indian market.

Key Takeaway: This ad successfully blended Western influence with Indian aspirations, making Pepsi a household name. Moreover, Prahlad Kakkar wonderfully knows how to present the whole story in just 30 seconds of an ad film.

2. “Everest Ka Tikha Lal” – Everest Spices

“Everest Ka Tikha Lal” is among the top advertisements that highlight Indian spices and the passion for flavors in the Indian food industry. To emphasize this affection, the ad sought to convince the audience that Everest Ka Tikha Lal is the all-in-one spice solution and that there is no alternative to Everest Spices.

After paying closer attention to Prahlad’s creative perspective, this campaign represented the whole Indian society and their craving for extra tikha and chatapata in their cuisine and this is something that helped that campaign connect with its targeted audience.

Years later, Everest Spices revitalized the “Tikha Lal” campaign by featuring Bollywood legends Amitabh Bachchan and Shah Rukh Khan. This refreshed advertisement played on the playful interaction between the two superstars, adding a contemporary twist to the classic campaign. The commercial, titled “Who’s Tikha and who’s Lal?”, showcased their charismatic performances, further enhancing the brand’s appeal.

Watch it here!

Aim & Objective:

The campaign aimed to highlight the superior spiciness and authenticity of Everest’s red chili powder, reinforcing its position as a must-have in every Indian kitchen.

Impact:

The advertisement used vibrant visuals, music, and engaging storytelling with the essence of Indian cooking to connect with homemakers. Emphasizing purity and spice quality strengthened Everest’s market presence in the competitive Indian spice industry.

Key Takeaway: The ad capitalized on the love for bold flavors in Indian cuisine, making Everest synonymous with high-quality spices.

3. “I Love You, Rasna” – Rasna

The advertisement aimed at building a fan base that adores Rasna and desires it. It highlights how this juice is a favorite among kids and holds a special place in their hearts compared to other similar products.

Do you remember the adorable Rasna girl who always at the end of this ad says “I love you Rasna”?  In 2011, Rasna decided to revive this beloved tagline to reconnect with a new generation of consumers. Prahlad Kakkar was once again brought on board to direct the refreshed campaign. This time, the advertisements featured Arzeen and Avan, the daughters of Rasna’s promoter, Piruz Khambatta. The idea to include the Khambatta children came from Kakkar himself. He believed that their natural charm would effectively capture the brand’s essence and appeal to the audience.

Watch it here!

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Aim & Objective:

This campaign was designed to establish Rasna as the preferred fruit drink for children while emphasizing affordability and taste.

Impact:

The adorable little girl saying, “I love you, Rasna” became a cultural phenomenon, making Rasna a beloved brand in Indian households. The ad played on emotions, nostalgia, and affordability, ensuring that Rasna remained a go-to summer drink for generations.

Key Takeaway: The emotional appeal and relatable family setting made Rasna a symbol of childhood and happiness.

Conclusion

Prahlad Kakkar’s advertising genius lay in his ability to craft campaigns that connected with audiences. Whether it was Pepsi’s youthful rebellion, Everest’s culinary connection, or Rasna’s childhood nostalgia, his advertisements have left an indelible mark on Indian advertising history.