Everyday Icons: 10 Trailblazing FMCG Ad Campaigns in India

Fast-Moving Consumer Goods (FMCG) dominate India’s media landscape with some of the most iconic, emotional, and memorable campaigns. These brands enter homes, hearts, and habits—making advertising in this space deeply competitive and culturally rooted. From nostalgia to humor to social change, these FMCG ad campaigns in India have left a permanent mark.

1. Amul – “Utterly Butterly Delicious”

India’s most beloved campaign, running since the 1960s. The Amul girl continues to offer witty takes on current affairs with hoardings that are as much commentary as branding.

2. Surf Excel – “Daag Achhe Hain”

A brilliant emotional narrative that flipped dirt into a symbol of goodness. This campaign has evolved across generations with heartwarming TVCs.

3. Colgate – “Smile Karo Aur Shuru Ho Jao”

Focusing on morning routines, this campaign connected smiles with confidence and daily success—integrating BTL activations and regional adaptations.

4. Maggi – “2-Minute Noodles”

One of India’s most emotionally connected brands. The comeback campaign post-ban was a masterclass in regaining trust using nostalgia and mass-media love.

5. Tata Salt – “Desh Ka Namak”

This campaign tied patriotism with purity, creating a powerful association of national identity with a simple household item.

6. Lifebuoy – “Help a Child Reach 5”

A socially conscious campaign that promoted hygiene while saving lives. The storytelling from rural India created empathy and measurable impact.

7. Dove – “Let’s Break the Rules of Beauty”

Targeted at self-esteem and body positivity, Dove’s campaign empowered women across India with bold OOH, influencer voices, and emotional films.

8. Fevicol – “Jod Ke Rakhe Hamesha”

Known for its legendary humor, Fevicol’s creativity has kept audiences glued—from truck branding to print to digital memes.

9. Nirma – “Sabki Pasand Nirma”

Dance, jingles, and housework pride made Nirma’s women iconic. Their ad films built brand loyalty through rhythm and relatability.

10. Patanjali – “Swadeshi Apnao”

Positioned as a nationalist FMCG revolution, Patanjali’s aggressive media presence combined Ayurveda with affordability and a self-reliance appeal.

Why It Matters

FMCG brands don’t just sell—they create culture. These campaigns shaped habits, built emotional bonds, and taught marketers the power of consistency, relatability, and storytelling in everyday products.

MyHoardings

At MyHoardings (www.myhoardings.com), we help FMCG brands scale across India using retail branding, transit media, society activations, and multilingual DOOH to ensure mass-market impact with local relevance.

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