Recall value of a brand is a collective outcome of good visuals, logo, overall aesthetics and last but not the least...punchlines. Some punchlines are so crisp and apt that they become unique identity of a brand:
Maggie - Just 2 mins
-Just 2 mins conveyed a very strong message about Maggie being almost ready to eat breakfast/filler. This was a major breakthrough in times when indian housewives and moms used to spend atleast 15 mins to prepare stuff for kids. Visual (TV Commercials) did a great job by targeting the ad towards kids who need fillers frequently through out the day.


Bajaj - Hamara Bajaj
-This message conveyed the fact that it was "our Bajaj, very much Indian and admired by everyone in a typical Indian middle class family.

Walker - Keep Walking
-Story behind this punchline relates to those, who were not born great/rich ordinary but made it big in their life. It gives a strong "never-say-die" feeling.


Nokia - connecting people
-Connecting People almost became a synonym for Nokia.

Samsung Mobile - Next is what?
-This punchline refers to a series of campaigns rolled out by Samsung, when it was in a phase of "redefining" itself. This was a great launch pad for the advanced series of cell phones that Samsung rolled out subsequently.

Onida - Neighbours Envy, Owners Pride
-Classic example of getting everything right...the character, message, delivery. This punchline had one of the best recalls.

Hero Honda - Desh ki dhadkan
-This emphasized on the fact that this is the bike for every Indian.

HDFC Standard Life - Sir utha ke jiyo
-Excellent connect with working class which has to plan for retirement.

LIC - Jindagi ke saath bhi, jindagi ke baad bhi
-It highlighted the core benefit of availing an insurance policy

Amway - We are hearing

ICICI Bank - Hum hai na
-This punchline emphasized on ICICI's "customer first" and "service oriented" approach.

HP - Computers are personal again

Vimal - Only Vimal
-One of the most memorable punchlines with high recall value

Volswagon - curves are back
-This punchline created a "charm" around the curvy bug...Beetle

Tata Motors- More car per car
-This punchline best highlights the "value" of owning an Indica...you get more value (performance) for the money spent

Amul Butter - Utterly butterly delicious
-It made an impression that Amul is not just butter...its tasty butter

Kingfisher - King of good times
-Can we think of any better line to give us high?

Kelvinator - The coolest one

Videocon - Bring home the leader

LG - Life's Good
-This beautifully conveyed that "anything LG" will add happiness to your life!

Nike - Just do it
-It so very relates to the target segment...the sports people and their attitude of "just doing it"

Coke - Thanda matlab coka cola
-This punchline from one of the coke's TV commercials made Coka Cola a synonym for Thanda. This very strongly penetrated in the psychi of rural indians who would ask for "Thanda" when they meant cold drink.

Airtel - Express Yourself
-It beautifully connects with anybody "truely indian" who find talking as the best way to "express" or "convey".

Raymonds - The complete man
-It relates to the urban indian, who is classy, on the upward move and professional

Citibank - The Citi never sleeps
- It relates to the urban populace which is the core target segment for Citi Bank

CEAT - Born Tough
-It beautifully co relates to the Ceat Logo (Rhino) which "born tough"

McDowells - Cheers to life

BPCL - Pure for sure
-In India where people are concerned about the "purity" of oil they fill their tanks with, this punchline highlights the "core benefit" of "purity"

CNBC - Profit from it
- Its so well addresses the main concern of people watching CNBC - "Profit".

Reliance - Growth is life
- It goes so well with the way Reliance empire was built - by achieving growth "Year After Year"

Videocon - The Indian Multinational

Fevicol - Yeh fevicol ka majboot jod hai, tootega nahia

Ghadi Ditergent -Pehle istemal kare phir vishwas kare