Doordarshan was the sole channel for our enjoyment and the only platform for brands to promote back in the 1980s and 1990s. Only color television was available in Indian middle-class families at the time. People used to love their favorite shows and movies, but they also loved these musical or hilarious commercials. The toothpaste brand Close up has a craze among youths and its advertisement commercials are always youth oriented since its arrival.
Close up advertisement and nostalgia
Not only in the United States but in many other countries like India, Bangladesh, Sri Lanka, Brazil, Russia, Indonesia, Nigeria etc. The Close-up ads were admired by many Indians and still the close-up ads are awaited and watched for fun by youths.
First close-up ad that caught the attention of viewers was the ad featuring cricketer Ajay Jadeja and Bipasa Basu. Cricketers and the advertising sector were a good match, and who hasn’t used red close-up toothpaste? Bipasha Basu, the Bollywood star, may have gone unnoticed at the time.
The Close up brand and it’s advertisement
Close-up is an American toothpaste brand that was introduced by Unilever in 1967 as the first gel toothpaste. Unilever markets the brand worldwide, and Church & Dwight has been licenced to market it in North America since 2003.
In its advertising campaigns, the brand is positioned to cater to the youth sector with a lifestyle appeal. According to a research published in The Economic Times in August 2016, Close-Up was the second most popular toothpaste in India between January and June 2015 and January and June 2016.
Ashutosh Gowariker Productions’ official Instagram account released a retro photo of the now-filmmaker in an old Close-Up toothpaste ad along with a nostalgic caption. A print close up ad using Ashutosh Gowariker as a model, as well as a video advertisement starring Anupam Kher, are included in the article.
Raj Kaushal, the late director, developed the video commercial. Ashutosh Gowariker (born February 15, 1964) is a Hindi-language film director, actor, screenwriter, and producer. He is recognised for directing films that are “set on a large canvas with sumptuous treatment. Raj Kaushal (August 15, 1970 – June 30, 2021) was an Indian director and producer who worked in the 1990s and early 2000s. Mandira Bedi, an actress and TV host, was his wife. He died of a heart attack on June 30, 2021.