In an era where digital platforms dominate marketing discussions, mainline media—comprising television, print, radio, and outdoor—continues to play a crucial role in brand building and mass communication in India. Many successful campaigns have proven that when executed strategically, mainline media can deliver powerful results, driving both brand recall and sales. Let’s explore some iconic case studies that demonstrate the success of mainline media campaigns in India.

1. Surf Excel’s “Daag Ache Hain” – Emotional Storytelling at Its Best

Medium: Television & Print

Surf Excel’s long-running “Daag Ache Hain” (Stains Are Good) campaign remains a benchmark in Indian advertising. Launched in 2005, the campaign focused on emotional storytelling, portraying children getting dirty for a good cause.

Key Strategy:

  • Emotional connection with families and mothers.

  • High-frequency ad placement across top TV channels and print publications.

  • Simple yet memorable tagline that reinforced brand philosophy.

Result:
The campaign strengthened Surf Excel’s market leadership in the detergent category, increasing its market share and deepening emotional engagement with consumers.

2. Amul’s Topical Billboards – Consistency and Cultural Relevance

Medium: Outdoor & Print

Amul’s witty billboard ads have become a part of Indian pop culture. The brand’s mascot—the Amul girl—has been commenting on current events with humor and insight for over five decades.

Key Strategy:

  • Topical content creation in real-time.

  • Consistent visual identity and brand voice.

  • Strategic placement in high-traffic outdoor locations.

Result:
Amul achieved one of the highest levels of brand recall in India, proving that traditional outdoor media can sustain engagement when creativity meets consistency.

3. Fevikwik’s “Todo Nahi Jodo” – Humor That Stuck

Medium: Television & Cinema

Pidilite’s Fevikwik commercials are known for their humor and instant recall. The “Todo Nahi Jodo” campaign cleverly positioned Fevikwik as a quick, reliable solution for everyday fixes through short, witty TVCs.

Key Strategy:

  • Use of relatable, everyday situations.

  • Short, impactful storytelling.

  • Heavy rotation across entertainment and sports channels.

Result:
The campaign helped Fevikwik dominate the instant adhesive market, turning a low-involvement product into a household name.

4. Tata Tea’s “Jaago Re” – Mainline Media for Social Awakening

Medium: Television, Print, Radio

Tata Tea transformed tea drinking into a movement for social awakening with its “Jaago Re” campaign. The ads encouraged citizens to wake up to issues such as corruption and voter awareness.

Key Strategy:

  • Strong social messaging through powerful storytelling.

  • Multi-channel approach with synchronized TV, print, and radio ads.

  • Use of emotionally charged narratives to inspire action.

Result:
The campaign not only boosted Tata Tea’s sales but also enhanced its reputation as a socially responsible brand.

5. Cadbury Dairy Milk’s “Kuch Meetha Ho Jaaye” – Tradition Meets Modernity

Medium: Television & Print

Cadbury successfully replaced traditional Indian sweets with chocolate as a symbol of celebration through its “Kuch Meetha Ho Jaaye” campaign.

Key Strategy:

  • Celebration-focused storytelling in relatable Indian settings.

  • High visibility through national TV networks and festive-season print ads.

  • Consistent brand messaging across multiple touchpoints.

Result:
Cadbury redefined India’s perception of chocolate, increasing its emotional relevance during festivals and family celebrations.

Key Takeaways for Marketers

  1. Emotional storytelling remains central to effective mainline media campaigns.

  2. Consistency across platforms builds trust and recall.

  3. Cultural relevance and timing enhance the impact of traditional media.

  4. Integration with digital channels can amplify reach and engagement.

Conclusion

These case studies prove that mainline media is far from outdated—it’s evolving with creativity, emotion, and strategic placement. In India’s diverse market, where regional sentiments and mass reach matter, traditional media continues to be a powerful storytelling platform that drives both brand legacy and business growth.


Elyts Advertising and Branding Solutions | www.elyts.in  (India) | www.elyts.agency  (UAE)