The Indian Ad scene has evolved from the glossy gauche statements to truly sophisticated spots in the past two decades. Here's a review of five of the best Indian Ad symbols that have endured over the decades. Of course some others may qualify too, but these 5 are still going strong and continue with their original theme since colour television made an appearance in India in the early eighties.

Surf Lalita Ji

One of the earliest classic advertisements, it showcased the middle income Indian housewife’s frugality and as well as her no nonsense attitude, principles and her continuous striving to get the best VFM. All these in a remarkably well made 60 sec spot! The tagline "Surf Ki kharidari main hi samajhdari hai" (it makes sense to buy Surf) was repeated over and over! It even spawned a TV serial Rajni as well as made Kavita Chowdhury playing Lalita ji famous. She later starred in a successful TV serial Udaan. Hindustan Lever's Surf meanwhile continued its reign at the top of the Washing Powder charts and still continues to be a generic name for detergents in India.

Onida Devil

Who doesn’t remember “Neighbour’s envy, Owners pride”? The Onida devil became a symbol of ownership and onus and everything from the latest car, house or boyfriend qualified for the phrase, neighours envy, owners pride

Colgate Surakhsha Chakra

The Colgate surakhsha chakra with the ting tong click has been a most enduring symbol. From Sangeeta Bijlani in early 80s to Divakar Pundir today, they have all helped in keeping colgate synonymous with toothpaste. And the ad has evolved with the times without sacrificing any of its essence

Hutch/Vodafone Pug

Oh the cute pug! Though not as old as the other Ads, the Vodafone pug has spawned more than its share of accolades and controversy! And last heard of, the owners of these pugs are appointing dog-guards to thwart pug-nappers. Seriously. This pug is the latest target of the kidnapping industry.

Nirma Dancing Girl

Nirma nirma nirma, washing powder nirma…so simple, easy and so melodious that it was easily caught by every child! And when a jingle is repeated everywhere, you know it's successful. Nirma still continues with the same strain of the jingle albeit the ad has undergone major overhauls. The commercial contributed in no small way to Nirma’s success in the eighties and kind of pulled the carpet from under Surf’s smug feet!