“BUA, CAN you write a request to God from me?” asked my five-year-old niece Tanya. “You see Bua, five is my favourite number and I think I want to remain five.” Curiously I asked her to demystify the paanch ka funda. “Well you see that princess dress that I wore today? That’s my favourite, but the slip at the neck says for four to five year olds. So if I become six, how will I remain Daddy’s pretty princess?” Such innocent logic and such a guileless request, made me wonder — why couldn’t life be that uncomplicated? I can see most of you wistfully nodding in unison. Is it any wonder then that some of the most heart-warming and oft remembered ads are the ones that croon of bachpan ke din?
From Meri mummy sab se sunder hai...Pyare pears mujhe bhi mummy jaisa sunder bana do... My daddy is strongest...Mummy mummy bhukh lagi... Maggi Maggi Maggi to I love you Rasnaaaa and Lakdi ki kathi, kathi pe ghoda... These are still taglines and jingles that have an 80 per cent recall rate when one conducts a tag completion exercise. Re-gression to a beatific and uncomplicated childhood is therapeutic and has worked down the ages. Time and again the tried and tested garb of childlike guile and transparency is used by both related and unrelated children’s brands.
Foremost in the category for the last decade has been Surf with daag lagne se kuch accha hota hai to daag ache hain. The loving bhaiya who like a knight in shining armour gives the nasty muddy puddle a resounding wallop till it says sorry to his little sister, who fell into it and messed up her attire. The caring young student who is ready to wear a dead dog’s collar and impersonate the animal for his favourite Miss Rosy — who lost her pet. The selfless and pure love for a sister and the unquestionable esteem for a teacher are emotions that are untainted and in their purest form. The latest in the series, talks about the natural goodness in the young lad who, without malice or revenge, willingly lies to protect even the big bully who pulls down his pants. In an ugly materialistic and malicious world, the positive portrayals are so endearing that channel switching is never an option.
The untroubled cherub who does not know competition when he repeats Pa Pa…Ba Na Na is simply into imitation and just not interested when his ambitious dad wants him to repeat Czechoslovakia. Licking the last gooey chocolate from her Cadbury ‘silked’ fingers rather than making a cued entry in an illustrious classical dance performance is what makes the little dancer close her eyes with happiness. The unfettered and happy little girl and her loving Hutch pug meandering unshackled in their carefree world, make one yearn for those golden days when you sang Dil hai chotta sa chotti si asha.
In a world when your professors are telling you life is a race and you need to compete, murder and survive, there come the United Colors of Benetton, where togetherness and bonding is the motto. Black or White, rich or poor everyone is invited whether it is cricket time or Good Day Chocolate Cookies time. The innocent have no creed, caste or religion as they cheer in unison when a dyslexic Ishan Awasthi wins a painting competition or a hapless Stanley has to be protected even when he has no dabba to share. And the loving, sharing and caring are not cliché's that will get them a Miss Universe title.
So let’s examine the ABC to this path of innocence.
A is for Absolutely no worries — no worries as the brand promises cocooned care like a Goodnight, or Vicks or Johnson & Johnson. Thus, if it works as an armoured shield whether it is Dettol, Pepsodent or even an insurance plan, the brand can safely play the guardian angel of innocence.
B is for brand benefit. So rangeen Rasna and Tang; the movement from junior team to senior team with Horlicks, Boost and Complan and the sadiyon se chala aa raha — Mughali ghutti Panchsopachpan — all assure you that Phale phulega bachpan.
C is for the child or nostalgic in you. McDonalds, Pears and Amul are ageless and make your heart leap up to behold the rainbow in the sky like Wordsworth. Innocence here is the legitimate brand essence and the wistful yearning for bachpan ka sawaan, kagaz ki kashti and barish ka pani…

The writer is professor, marketing, International Management Institute
New Delhi