I never forgot Lalitaji: Ramesh Narayan
Ramesh Narayan, Founder of Canco Advertising, Director Strategy, Asian Federation of Advertising Associations and Mancom Member India Chapter IAA, remembers Kavita Chaudhary as Surf’s Lalitaji
It was around the mid-eighties. Nirma has used one single, rather long TVC to hammer the message of an inexpensive and good washing powder into the collective conscience of the target group.
The savvy Karsan Bhai from Ahmedabad had clearly rattled the multi-national behemoth Hindustan Lever (as Hindustan Unilever was called then).
It needed immediate action.
And Lintas came to the rescue with a brilliant idea.
Position the buyer of Surf as someone, who was intelligent and knowledgeable. Someone who would know the difference between what is cheap and what is good.
And to communicate this message, they created Lalitaji.
The TVC was a winner in every way.
It showed Lalitaji as the lady-next-door, with her mischievous little son shopping for vegetables and making sure the vendor gave her the right quantity at the right price.
And then the comparison with Surf flowed very smoothly.
The way she tapped her temple with her index finger when she said Surf ki kharidari may hai samajhdari was a legendary imagery that people never forgot.
The late Kavita Chaudhary was a great fit with the image of Lalitaji. Well-dressed without being flashy. Well made up without overdoing it. Manicured nails and a dialogue delivery that was authoritative without being preachy.
Clearly an aspirational figure for the target group.
And the advertising worked.
I never saw Udaan.
I never forgot Lalitaji.
