The Ads Of Our Childhood Past

Pop Culture

The Ads Of Our Childhood Past

Illustration: Akshita Monga/Arré


on’t those “You Know You Grew Up in India in the ’80s” lists swell your heart with love and longing for the time of pre-lib India? They peddle the sap of Ek Titli and pap of Parle-G, and pay an ode to a glorious childhood unfettered by the constraints of consumer choice.

In a fast-changing world today, nostalgia is a bug that bites us in the form of old films and bad remixes from the ’80s and ’90s, Michael Jackson posters, and the vast landscape of Indian consumer advertising. That leather-strapped Titan watch, the red Maruti 800, or the Atari 2800, the non-options of Doordarshan… Fevicol is the glue with which our common past is cobbled.