War of billboards: How new year promo ads turned political | India News
Indian online shopping company blinkIndian food delivery company tomato and an American video-on-demand (OTT) streaming service provider Netflix tagged each other on social networks to promote products on the occasion of the new year.
Blinkit’s post on Twitter said, “New year, new billboard. Doodh mangoge, doodh denge (Ask for milk, give milk).”
New year, new billboard https://t.co/1I29itCz4a
– Blink (@letsblinkit) 1672811018000
Captioned ‘New collab (collaboration)’, Zomato added its own tagline to Blinkit’s tagline and said, “Kheer mangoge, kheer denge (Ask for sweet rice pudding, we will deliver rice pudding) sweet).”
new collaboration 💛❤️ https://t.co/AZtBgoGPwv https://t.co/i0fiOZuF3S
– zomato (@zomato) 1672811094000
For its part, Netflix’s post includes billboards by Blinkit and Zomato in addition to its own billboard. Captioned “What a great day to go out and see the billboards,” it said, “Friday mangge, wednesday denge (Ask Friday, will deliver Wednesday.”
Wednesday is a hit English TV series currently streaming by Tim Burton starring Jenna Ortega, Gwendoline Christie and Riki Lindhome among others.
Essentially, all of these slogans from Blinkit, Zomato, and Netflix are adapted from the popular dialogue “Tum doodh mangoge hum kheer denge, tum Kashmir mangoge hum cheer denge (You ask for milk and we will give it to you). sweet rice cakes. But if you demand Kashmir, we’ll tear you apart.)” Sent by an Indian to a Pakistani, dialogue from the 2002 Bollywood film ‘Maa Tujhe Salaam’ starring by Sunny Deol, Arbaaz Khan and Tabu and others.
Blinkit responded to viewers of Netflix shows: “Watch karoge, popcorn hum la denge (If you watch multiple episodes of a show in a row, we’ll give you popcorn).
In a pun, Netflix said, “Recommended to us: Hum Aapke Hain Corn.” To this, Zomato responded by saying, “Yup, it’s ‘Wednesday’ anyway.” Most of the tweets were exchanged on January 4, which is Wednesday.
Travel agency company Yatra joined, and with the hashtags # ‘Book now pay later’, said, “Hotel mange, Re 1 mein denge (Ask for a hotel, we will provide Re first).”
@letsblinkit #Hotels mango, ₹1 mein denge #BookNowPayLater https://t.co/k5o7rtEswh
– Yatra.com (@YatraOfficial) 1672940757000
Food and beverage company Kulhad Biryani, which calls itself ‘India’s first jhatka biryani brand’, used the original dialogue in the film as the tagline to say “Kashmir mango, cheers”.
@letsblinkit Kashmir Mango,Cheer Denge https://t.co/xqAd0f2f6Z
– Kulhad Biryani (@KulhadBiryani) 1672850102000
The advertising war turns into politics
Then the advertising war, which had been amusing until then, became political. The Conference and Delhi Chief Minister Arvind Kejriwal Aam Aadmi Party (AAP) attacked the Bharatiya Janata Party (BJP) using advertising as their template. The BJP responded but belatedly and weakly.
Youth Wing of the Opposition Parliament – Indian Youth Congress (IYC) – posted over half a dozen slogans to hit Narendra Modi government at the Center.
The party, referring to the BJP’s alleged ‘Operation Lotus’ in states such as Karnataka, Madhya Pradesh and Maharashtra, said, “Jahaan sarkar nahin banehi wahaan vidhayak khareed lenge (Will buy MLA in those states where we are going to buy MLA) I cannot form a government).”
So great! https://t.co/2OjPTRo160
– Indian Youth Congress (@IYC) 1672990885000
The IYC posted a tweet with two taglines that read: “Jobs mangoge, jumla denge (If you apply for a job, we’ll give you rhetoric”) and former Union Finance Minister Nirmala Sitharaman’s statement ” weak rupee nahi hua two, strong dollar two (Rupee has not weakened but dollar has strengthened)”.
Got it, Mitron! https://t.co/qzvRdWCTSC
– Indian Youth Congress (@IYC) 1672992431000
Referring to the Ministry of Defense aphrodisiac The employment plan caused unrest and violence in some parts of the country last year, the IYC said, “Sena me bharti mange, Agniveer denge (You request recruitment into the self-defense force, we are here to stay, we have been asked to be recruited into the self-defense force). I will give you Agniveer).”
The IYC requires Agniveer plan creators to retire as well.
Make sure you’re ready! https://t.co/BcMefDYlFq
– Indian Youth Congress (@IYC) 1672996059000
Another tweet from the IYC said, “Freedom of Speech, UAPA [The Unlawful Activities (Prevention) Amendment Act] denge (You claim freedom of speech, we will give you UAPA)”.
In criticizing Modi, who has not held any structured press conference since he became Prime Minister in 2014, the IYC said, “The press conference before the interview follows the denge script (If you love it). request a press conference, we will provide you with a scripted interview).”
Got it, Mitron! https://t.co/NVQVuA0rQj
– Indian Youth Congress (@IYC) 1672998448000
The IYC also mentioned the ongoing Bharat Jodo Yatra led by Congressman Rahul Gandhi. With the caption ‘put down the hate, praise the love’, it said, “Tum desh todoge, hum Bharat jodenge (You break the country, we will unify it).”
In quote Rahul’s statement and say, “Nafrat ke bazaar me, mohabbat ki dukan khol raha hu mai (I’m opening a shop of love in a market full of hatred)!”
Down to hate, hail love! https://t.co/RVoDof2cpR
– Indian Youth Congress (@IYC) 1673021111000
In another tweet, the IYC said, “Agar sarkar par sawal uthaoge, anti-national declares denge (If you question the government, we will declare you a traitor).”
Another billboard reads, “BJP join karoge, toh clean chit denge (If you join BJP, we will give you a clean life).”
Hmmm! Actually… https://t.co/XIU2tpCXpR
– Indian Youth Congress (@IYC) 1673077948000
Finally, a tweet attacked the Center’s alleged privatization moves and said, “Vikas mangoge, rashtriya sampatti bech denge (If you ask for development, we will sell national assets). “
– Indian Youth Congress (@IYC) 1673082547000
The AAP, which is in power in Delhi and Punjab, also lashed out at the BJP through its advertising war. It said, “We found another billboard. Doodh, kheer ya maango tea, sabme laga diya GST (Ask for milk, sweet rice pudding or tea, we applied GST to all of them).
we found another billboard https://t.co/5N1JzuwKlN https://t.co/YtdxfS35zf
– AAP (@AamAadmiParty) 1672929801000
In response to more than half a dozen tweets from Congress and the AAP, the BJP’s Bihar unit posted just one tweet. It is a criticism of the recent prosecution in Patna against students who are protesting on January 4th over the leaking of documents from the Bihar Staff Selection Committee (BSSC).
Several aspirants were injured in the police action. The BJP condemned the JD(U)-RJD-Parliamentary Mahagathbandhan coalition government and called it the state government’s brutality towards students.
BJP Bihar’s tweet read, “Rozgar mangoge, lathiyon se peet denge (If you ask for a job, we’ll hit you with a stick).”
“लठ’ ” https://t.co/MNfRPnYWSW
– BJP Bihar (@BJP4Bihar) 1673262002000
Meanwhile, in a similar ad, but this time on New Year’s Eve, Indian food delivery company Swiggy and condom maker Durex also posted humorous and unique tweets.
Swiggy posted a tweet that read: “So far, 2757 packs of @DurexIndia condoms have been distributed by @SwiggyInstamart. Please put in another 4212 to make it 6969, so we can all say ‘good’.”
Durex India responded to Swiggy and said: “Thank you for ‘delivering’ them an O. We know at least 2757 are having a good new year. PS: We hope they will order coffee together tomorrow morning.”
In a quirky reply, Swiggy Instamart said: “@durexindia, the people who ordered 2757 of these condoms probably didn’t read this (right now).”
@DurexIndia @Swiggy @durexindia those who ordered 2757 condoms probably didn’t read this rn
– Instamart Swiggy (@SwiggyInstamart) 1672503225000