Gaye Soap – Return of the COW?
Fz | May 28, 2009 | Comments 11
It used to play soccer and used to run down the hills of suziland! And it has been extremely famous for shooting CANON BALLS … Yes everyone, I am talking about the one and only “Gaye Chalaye Toap, Yeh Hai Gaye Soap!”
The gaye is back in town and it seems to mean business… yet again! Nowadays the “Gaye” is at Allama Iqbal’s mausoleum. Although we know all talk about the crappy-ness of such ads but yet we seem to remember them with these weird grins and smiles on our faces.
The question of the day to trigger a discussion from my end would be that, why do we like such ads or the recall rate is so high even after so many years? Even without the current campaign, all of us did remember the “Gaye Chalaye Toap” campaign. And although we may not be the target market of that brand, yet we tend to recall it quite well.
And before signing off today, we all should be thankful guys. At least we are made to use the gaye soap for washing clothes only in Pakistan. It sometimes can be worse in other markets, for example I found this Cow “Beauty Soap” that is being sold in Japan. Don’t always be too negative about Pakistan, there are worse examples at other places too 
… and then it all depends on effectively marketing the product and selling it, which I believe Gaye Soap has been doing without even advertising.
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Filed Under: Brands
Like the Mod Girl Bleach Cream Ad – “Gori Gori in 15 min”
Everybody remembers it although mostly in fun but it too has a very high recall somehow.
That surely was a killer ad Zaira!!! haha… great recall.. people do connect to it … thanks to PTV at that time since all of us would have seen it!!
Then there’s dentonic too, i dont remember the location of their billboard/s but i guess that and the ad connected it all very well still have the grinning monkey at the back of my mind….and that music which ended like ‘daaayntoounic’
Guys the question is why do our masses/JANTA… connect with cheap tacky ads? FROM THE MAKERS of gori gori mod girl,to tibet snow,or recently Freshup ads. This shows we like tacky ads and their in high demand… but the crown goes to only one ad…0900-78601..kudos to the person who made this jingle…i can bet that this jingle has the highest recall rate…
!!
The Dentonic ad was an award winning ad by Mr. Jawed Jabbar as I recently confirmed with someone. It was probably the first of its kind, animated ad of Pakistan.Please correct me if I am wrong.There was a correction in the previous statement, the ad was made by Mr. Masood Hashmi and a freelance director who joined MNJ late.
Why do our masses connect to such ads? The answer is simple, we as the “educated” lot, have moved ahead of our culture and are tend to follow the global culture. Ads such as these are preferred and remembered by the masses because this reflects the culture of the masses one way or the other. And since we also belong to the local culture instinctively, we tend to have a good recall tendency. Why I say this is because at the time of PTV, the cultural and lifestyle differences were not that much between class groups. And that can be depicted from the famous drama serials of those that all people were crazy about.
hahaha..this sure brings back memories. Gai soap, Dentonic ads, Gori Gori…I think the JANTA feels they can relate to these brands which is very important for a brand to be accepted.
May be there is a Cheap Stuff likeness cell in the human brain that makes us remember and enjoy such tacky stuff. Or may in reality almost everyone has a bit of cheap element within whether they hide it or expose it is upto them
A research should be done to find it out perhaps. Otherwise I don’t really have any reason as to why I even remember the Mod Girl ad
there was hardly anything attractive in that ad.
funny ads
I’ve been trying to find the gaye soap on youtube… I CANT BELIEVE ITS NOT ON YOUTUBE!
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