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  • Writer's picturePrachetan Potdar

Sab ki Pasand Nirma: The Iconic Advertising Campaign that Defined an Era

Have you ever found yourself humming the tune "Nirma, Nirma, washing powder Nirma" without even realizing it? If so, you're not alone! The Sab ki Pasand Nirma campaign has become a cultural touchstone for millions of Indians across the country.

Nirma, a popular detergent brand in India, is known for its iconic advertising campaigns that have become a part of the country's cultural history. Two of its most memorable campaigns are the "Sab ki Pasand Nirma" jingle and the Hema-Rekha-Jaya-Sushma campaign.

The "Sab ki Pasand Nirma" jingle, which was launched in the early 1980s, is one of the most popular advertising jingles in India. It was created by the Surendranath brothers, who ran a small advertising agency called Purnima Advertising. The jingle's simple yet catchy lyrics and the peppy tune became an instant hit with the masses, making Nirma a household name in India.

The Hema-Rekha-Jaya-Sushma campaign, which was launched in the 1990s, was another successful advertising campaign for Nirma. The campaign featured four popular actresses of the time - Hema Malini, Rekha, Jaya Prada, and Sushma Seth - playing characters that represented different types of women. Each character used Nirma's detergent powder and praised its effectiveness in making clothes whiter and brighter.

The success of these campaigns can be attributed to several factors. Firstly, the "Sab ki Pasand Nirma" jingle's catchy tune and lyrics were easy to remember and helped create a connection with the audience. The jingle's association with an affordable and effective product helped make Nirma a popular brand in India.

Secondly, the Hema-Rekha-Jaya-Sushma campaign's use of popular actresses helped create a relatable and aspirational image for the brand. The campaign's messaging that Nirma's detergent powder was effective yet affordable, appealed to the masses, making it a popular choice for households across India.

These campaigns have become a part of India's cultural history and continue to be remembered and celebrated even today. They are an example of how effective advertising campaigns can not only promote a brand but also become a part of a country's cultural legacy.

Let's take a closer look at the team behind the Sab ki Pasand Nirma campaign.

The man behind the brand

Karsanbhai Patel, the founder of Nirma, was a chemist who started making detergent powder in his backyard in the 1960s. He named his product Nirma, after his daughter Nirupama, and started selling it door-to-door.

By the late 1970s, Nirma had become a popular brand in Gujarat, but it was still relatively unknown outside the state. That's when Patel decided to launch an advertising campaign that would change the fortunes of his brand forever.

The creative agency

Patel hired a small advertising agency called Purnima Advertising to come up with a campaign that would make Nirma a household name. The agency was run by Kailash Surendranath and his brother Alok, who had previously worked for Ogilvy & Mather.

The team came up with the idea of using a jingle to promote Nirma, and the now-famous "Washing Powder Nirma" jingle was born. They also decided to use a child model to promote the brand, and they found a little girl named Soni who became the face of Nirma.

Reach of the Jingle

It is believed that the jingle was first played on the radio before it was featured in television commercials. As the popularity of the jingle grew, it was used in a series of advertisements featuring different scenarios and characters, all of whom were impressed with Nirma's ability to clean clothes effectively and at a low cost.

In addition, the campaign made use of regional languages, with the jingle being translated into multiple languages to reach a wider audience. This helped Nirma establish a strong presence across India, with the brand becoming synonymous with affordable and effective laundry solutions.

In conclusion, Nirma's "Sab ki Pasand Nirma" jingle and Hema-Rekha-Jaya-Sushma campaign are two of the most memorable advertising campaigns in India's history. The campaigns' catchy tunes, relatable messaging, and association with popular actresses helped make Nirma a household name in India. Even today, these campaigns continue to evoke nostalgia and pride in the hearts of many Indians.

So, what are your memories of the Sab ki Pasand Nirma campaign? Share them in the comments section below and let's reminisce about one of India's most iconic advertising campaigns!

Here are some links to Nirma ads from the 90s:

  1. Nirma Ad featuring Sangeeta Bijlani:

  2. Nirma Ad featuring Ayesha Jhulka:

  3. Nirma Ad featuring Karishma Kapoor:

  4. Nirma Ad featuring Sonali Bendre:

  5. Nirma Ad featuring Deepika Chikhalia:

These ads were popular during the 90s and feature some of the most popular actresses of the time. Watching these ads will surely bring back nostalgic memories of the iconic Sab ki Pasand Nirma campaign.


About the " Pen, Paper, Prachetan":

This is an introductory website by Dr Prachetan Potadar, a highly skilled creative professional who is renowned for delivering engaging and impactful solutions across all mediums of brand identity. From print to digital and film, Dr Prachetan is a masterful conduit between brands and their intended audiences.

With a dynamic range of specialities within digital media, consumer behaviour, brand awareness, Ad Film Making, Creative Direction, and Story Writing, Dr Prachetan's vast competencies make them a highly sought-after resource for businesses looking to make a powerful impact in advertising and branding sector.

What's even more awe-inspiring is Dr Prachetan's innate ability to effortlessly discern consumer behaviour and craft content that seamlessly resonates with target audiences. They have an unparalleled versatility and aptitude for staying current with the ever-changing advertising and branding landscape. Want to learn more about Dr Prachetan's work and connect with them? Check out their social media profiles below:

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