{"id":2410,"date":"2021-07-13T16:00:06","date_gmt":"2021-07-13T10:30:06","guid":{"rendered":"https:\/\/onlykutts.com\/?p=2410"},"modified":"2021-07-13T16:00:06","modified_gmt":"2021-07-13T10:30:06","slug":"mdh-asli-masale-sach-sach","status":"publish","type":"post","link":"https:\/\/onlykutts.com\/index.php\/2021\/07\/13\/mdh-asli-masale-sach-sach\/","title":{"rendered":"Iconic Ads: MDH &#8211; Asli Masale Sach Sach"},"content":{"rendered":"\n<p>For many years, housewives ground the spices and masalas at home. One of the pioneers of packaged, ready to use masalas was MDH \u2013 Mahashian Di Hatti.<\/p>\n\n\n\n<p>Dharampal Gulati, the MD of the company, decided to advertise much before others thought about it. The objective was to build awareness for the brand and drive the authenticity of the masalas, quality and flavours, similar to the homemade ones.<\/p>\n\n\n\n<p>In 1959, he started with printing his face on the packaging, and with time it became one of the most recognized faces in India (the packaging has remained the same with some small changes). MDH used point-of-purchase and store branding extensively.<\/p>\n\n\n\n<p>In 1984, MDH started advertising on television with an ad that featured Neena Gupta and Shafi Inamdar. In one of the ads, Dharampal was also a part of it being welcomed by the couple!<\/p>\n\n\n\n<p>Ever since, Dharampal aka Dadaji has featured in most advertising \u2013 press, outdoor or television.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-4-3 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Iconic Ads - MDH\" width=\"768\" height=\"576\" src=\"https:\/\/www.youtube.com\/embed\/QzJcwWuw6wo?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>Contrary to the trend of using celebrities, Dadaji became the ambassador\/ mascot. Dadaji said, \u201cPeople ask me why I don\u2019t get Shah Rukh Khan or Amitabh Bachchan to promote my masalas. Why should I ride on their success to promote my brand? I am the man behind the success of my product, so shouldn\u2019t I be promoting it?\u201d<\/p>\n\n\n\n<p>Interestingly, MDH did not hire an advertising agency, everything from creatives to packaging was done in house.<\/p>\n\n\n\n<p>The line \u2018Asli masale sach sach, MDH, MDH\u2019 has become very famous too<\/p>\n\n\n\n<p>Today, everyone knows with the moustached, spectacled figure in a red turban, coloured sherwani, and a pearl necklace.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Dadaji became the face of the brand because he was responsible for its success. He did not want to ride on a film star&#8217;s success.<\/p>\n","protected":false},"author":1,"featured_media":2411,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[797,798,796],"class_list":["post-2410","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","tag-asli-masale-sach-sach","tag-dadaji","tag-mdh"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Iconic Ads: MDH - Asli Masale Sach Sach Point of View<\/title>\n<meta name=\"description\" content=\"Dadaji became the face of the brand because he was responsible for its success. 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