Advertising, Brand and Consumer Behaviour (The Indian Context), Ist Edition by Pearson

15

Closeup

‘Smile for me with the Closeup smile…’ was the advertising jingle that echoed in the cinema halls of India during the mid-1970s (HUL, n.d.). The toothpaste category has been in the Indian context for several decades. Forhans was a brand that concentrated on the proposition of gum care. Forhans used to be a leading brand during the 1960s and the 1970s (The Economic Times, 2003). There were also other brands like the market leader Colgate. Even so, at that time, there used to be very few advertisements from the toothpaste category. Closeup was a brand that created a new subcategory related to toothpaste. It was the first toothpaste-cum-mouthwash brand and was offered as a gel offering (Superbrands India, n.d.).

The 1970s were associated ...