The advertising journey of Ujala has an ever-present legacy in the hearts or minds of millions of people around the globe, due to its traditional tune “Chaar Boondo Wala Ujala”. This exceptionally defined and recognizable melody went hand in hand with the fabric whitner brand Ujala and it is still able to assist audiences today with recalling the terms brought in the uu’s. The list of the best and most compiled lists of ’90s ad jingles does not fail to include this one.
From Jyothy Laboratories, Ujala is a product that has a history. However, it became introduced to the market amidst competition from monopolistic companies which included Robin Blue from Hindustan Unilever. With the brand’s sharp focus and efficient marketing, the Ujala brand was able to enjoy visibility for over thirty years. Its tagline not only launched Ujala as an innovative fabric whitener but also caused Ujala to lead the fabric care brand in terms of product sales.
The advertising of the company began from the regional markets and expanded to the entire nation. In 1987, Ujala entered the Indian market and launched its now-famous slogan “chaar boondo wala Ujala”, and it instantly challenged the market, grappling with Robin Blue. It was this jingle that dawned on every horizon of a competing brand, the principle of Looking-Before-Leaping.
Over the years, Ujala continued to grow its campaigns. The brands’ flagship contract was the catchy phrase ‘Safedi tujhe salaam’, later push was Vidya Balan and Sachin Tendulkar and Ujala thanks and praises it is for purity and whiteness. Ujala then ventured into the washing powder market and shifted its brand image towards the youth. Even in this change, the tagline ‘Chaar Boondo Wala Ujala’ stuck throughout its communications reminding the consumers the primary benefit of the product which is whiteness.
Lately, this product has been most successful amongst the competitors, preserving its foremost position in the fabric care market and venturing into futuristic advertising techniques too. However, the jingle has a tinge of warmth and trust in every house, even a Sur is deeply rooted to the brand and a recall is developed which reinforces that decent advertisements do work and in fact work better when they are nostalgic.
