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The ‘Things Don’t Judge’ Campaign: Indian Advertising Finding Its Way Back To The Glory Days Of Old

Published on 30 September, 2016 at 9:49 pm By

Indian advertising used to be a sight to behold, back in the day. When Western AdMa campaigns were becoming superficial and not even bothering with establishing an emotional connection with its viewers, Indian advertising was making the world sit up and take notice. If only for its ability to connect with its audience.

From this 70s print ad:


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To this 90s TV campaign:

There was a time Indian ads used to have a generous dose of humanity, sprinkled with a dash of humor. Over the last decade or so, AdIndia lost its way and ads became forgettable, even annoying.

A recent ad campaign by BBDO India proves that all hope is not lost. They’ve created an ad that has staying power. Its message is poignant, and simple.



It questions, and deconstructs, crystallized notions of gender and gender roles. It challenges the limitations we put on religious identity. It debunks the notion of age being a handicap. It urges us to stop judging books by their covers.

This ad gives me hope that there will come a day when people will be judged only on the content of their character. And nothing else!

Don’t just watch. Really see it!


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