In the wonderland of toothpastes

Long before the advent of TV ads, there used to be simple ads of various products that ranged from toothpaste to footwear and even a few popular medicines for headaches. Those used to be print based and, a few graduated to audio visual ads on the huge silver screens.
I wonder of any can recall ads of a brand of toothpaste that went ‘half an inch on a dry brush is enough’ – today ads of toothpaste have groups of young boys and girls gyrating to hip-hop music and blowing kisses to prove to the world at large that the breath is indeed fresh.

There was a brand of toothpaste that was a favorite of children of the 1960 and even the 1970s – it used to come with tiny trinkets which used to be exchanged among friends. And, to top it all, there used to be a very popular music session of an hour’s duration on Wednesdays. The geetmala bore the name of the brand. Interestingly, that concept is now returning to the Indian Railways who will rename important trains like the Rajdhani and Shatabdi with brands – to earn revenues.
Talking of toothpaste, there is another very popular ad that has an actress who drops from the sky to ask – ‘does your toothpaste have salt in it?’ Then she is whisked back into the sky!
And, the latest entrant into the ad world of toothpaste is the one created by the yoga guru - it promises to be created from a mixture of charcoal, salt and innumerable ingredients and is a totally Indian product. It has thrown a challenge to the MNCs who are reported to be exploring alternate markets and products.


Image courtesy wikimediacommons.org

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The ringing of the phone startled Moody. It was Tressa May on the line – she loves the saree - an Indian attire. So, she loves Indians.
‘My dear fellow, I hear that you have lost your sound box. Is it true?’ she asked.
‘Not really,’ Moody spoke softly. ‘It was a passing phase.’
‘Did it have any link to black money? Don’t get me wrong – but, have you bitten off more than you can chew?’
‘No, nothing of the sort. Black money is not a problem. I have stopped all avenues of generating the evil. I have plugged all loopholes.’

‘I see,’ Tressa May lowered her voice. ‘I read in the media that your people are not happy. Business is in the doldrums. How will your vison take shape?’
‘I think you are misinformed,’ Moody was calm as cucumber. ‘I don’t get rattled easily.’
‘I knew as much,’ Tressa said. ‘I have heard you speak. You are a fine orator. Your decibel levels are fantastic.’
‘I have come up from the ranks,’ Moody said. ‘You know I used to sell tea. And, unless you raise your voice, you just cannot survive as a tea seller.’
‘Yes. I have heard about your humble beginnings. It’s all about selling tea clad in half pants.’
‘And with the fifty six inch chest. That is my trademark.’
‘Then why did you maintain such a silence? I know silence is golden but, it depends on the situation. When the opposition bays for your blood, you must growl if not bark.’
‘My dear lady,’ Moody said. ‘The silence was forced upon me.’
‘Any blackmail in the background?’
‘No, no – nothing black can tarnish my image. I have a clean slate.’
‘Then why did you go on the silent mode?’
‘It was black of another kind – related to coal. It is difficult to explain.’
‘Have a try,’ Tressa coaxed him.
‘It was all because of Baba Someday and his Pat & Jolie outfit.’
‘You mean the Yoga guru? He tripped you?’
‘Yes. I had a toothache and he wanted me to try out his latest toothpaste. I paid the price. It was a coal based affair and left a black mark on my teeth. So, I had to keep my mouth closed.’ (to be contd …)


Image courtesy wikimediacommons.org

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