Form of words:
New Delhi: Do jingles start playing in your mind when you read the title above? You are not alone – for more than four decades, the ‘Washing Powder Nirma’ jingle has been an earworm for millions of people who grew up in India and had access to TV or radio, regardless of their mother tongue.
Its simplicity is what made the jingle memorable – through various iterations of the ad, the phrase ‘washing powder nirma’, repeated twice, has given it a high recall value.
Pride over the whiteness of clothes washed in Nirma, jingle Tells Who All This Leaves Happy – ‘Hema, Rekha, Jaya’ Me and Sushma’, which basically means every housewife.
“I don’t remember much about it, but we used to sing jingles all the time in school. This is what made the brand,” said Gurugram-based marketing associate Pallavi Bahl.
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story behind nirma
In 1969, Dr. Karsanbhai Patel, a chemist and laboratory technician from Gujarat, started making a homemade detergent product which he distributed For people going to work. It was not harsh on clothing and was much less expensive than Surf, the leading detergent on the market.
As people started liking it, Patel started manufacturing it on a large scale. He started packaging the 10×10 feet room in his house and named the detergent powder Nirma after his daughter Nirupama. The girl in the white dress on the packaging was inspired by their daughter.
Soon after the release of the famous ad which started as a short advertisement but got lengthy. The four women in the ad – Hema, Rekha, Jaya and Sushma – merged into one ‘Nirma Girl’, which featured various Nirma detergents.
An early version of the ad also featured one of the top actresses of the time, Sangeeta Bijlani. And By 1985, Nirma washing powder was one of the most popular detergents in the market.
‘Earworm Jingle’
the jingle is still there Popular that people automatically associate the word ‘washing powder’ with Nirma.
Sumira Dhawan, an event planner from Delhi said, “My school friends and I will have a competition on who can remember the entire jingle and sing it in one go.”
“Vaseline is used for petroleum jelly, washing powder = Nirma,” tweeted Hemal K Jha
meme Advertisements based on Nirma have also made a splash online.
“You Can Forget Your School Assembly Prayer, But Never This Song,” reads one meme, while the other places ‘Nirma Girl’ in a different context.
a third meme proposes knowledge of song lyrics as a criterion for whether to be friends with someone
The most popular memes On the Nirma ad, there is a spin-off of the song with Sansad starring Hema Malini, Rekha, Sushma Swaraj and Jaya Bachchan – they were all MPs together.
The jingles have been recreated and remixed in other languages by other artists. For example, a 2017 Assamese song had the chorus ‘Washing Powder Nirma’. a video of a musician Singing a Nirma jingle in a restaurant, joining the recital with other customers, garnered many hits.
Aakriti Rana and Nimish Dubey both joined the world of advertising wrote An earlier article said that it is the jingle that does the advertisement.
“The simplicity of the ad is its biggest strength. It didn’t have a subtle message, but just kept reiterating that ‘Washing Powder Nirma’ was great for your clothes, didn’t cost too much and could be used by anyone ” wrote,
(Edited by Arun Prashant)
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