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ECHOES OF TRADITION: CULTURAL VALUES AND THE EVOLUTION OF INDIAN ADVERTISING IN THE 1980S AND 1990S

Identification

Clé publique

radar:r-b26beac596ded63b8762e9c3b6f70fbe

Auteurs

Deepa Joshi

Année déclarée

2026

Langue déclarée

en

Type source

article

Première détection

2026-11-14T02:15:15.734720+00:00

Dernière observation des métadonnées

2026-11-14T02:15:15.734720+00:00

Dernière vérification HTTP

Non effectuée

Résumé documentaire — langue originale

The decades of the 1980s and 1990s marked a transformative era in Indian advertising, reflecting the nation’s evolving socio-cultural landscape amid economic liberalization and technological progress. Advertising during this period became more than a tool for commerce it emerged as a mirror of India’s collective consciousness, negotiating between deep-rooted traditions and the allure of modernity. Campaigns such as Surf’s “Lalitaji,” the Dhara Oil advertisement depicting the bond between a domestic helper and a child, Rasna’s portrayal of children attending to guests at home, Bajaj’s “Hamara Bajaj” campaign with its tagline “Buland Bharat ki Buland Tasveer” (a proud image of a proud India), and Amul’s witty topical hoardings and timeless “utterly butterly delicious” campaign, demonstrated how Indian brands embedded Dharma-based ethics, familial bonds, and emotional appeal into their narratives. The portrayal of women, children, elders, neighbours, festivals, rural life, and family values highlighted the continuing strength of cultural heritage even as urban aspirations grew. Drawing on the framework of Indian Knowledge Systems (IKS), this study analyzes how advertising functioned as a site of cultural negotiation, integrating Rasa (aesthetic emotion), Dharma (moral duty), and Samskara (cultural imprint). Through a qualitative analysis of print and television commercials from the era, supported by secondary literature, the research identifies a distinct communication paradigm that blended ethical persuasion with cultural symbolism. The findings suggest that the success of Indian advertising in the 1980s and 1990s lay in its ability to reinterpret tradition rather than reject it, thus shaping a form of modernity rooted in indigenous ethos. This paper highlights the continuing relevance of those cultural strategies for contemporary advertising seeking authenticity in a globalized media landscape.

Identifiants

OPENALEX

https://openalex.org/W7207714286

DOI

10.56975/ijrti.v11i8.300159

Repères documentaires

Famille documentaire

article

Types déclarés par les sources

article

Les mentions d’entités ne constituent pas une preuve de reconnaissance juridique. La juridiction étudiée est distincte du pays d’affiliation des auteurs.

Sources

OpenAlex · Document 1

• Document · https://doi.org/10.56975/ijrti.v11i8.300159

Statut documentaire

Pertinence à examiner

Bibliothèque

Cette identité n’est pas encore intégrée à la Bibliothèque juridique.