Ujala - The Supreme Whitener

Jyothi spent a lot on advertisements that were broadcast over FM radio channels and the state-owned All India Radio (AIR). A considerable amount was also spent on television (TV) advertising. The TV advertisements for Ujala were aired frequently on almost all the leading TV channels in the country, leading to high brand recall (Refer Exhibit I for an Ujala TV commercial). Jyothi did not set a limit on its advertising budget as long as it was found to be helping the brand. MPR said, “We do not wish to disclose our advertising budget, but we believe in going to any extent and to continue for any number of years as long as the brand clicks.”

The jingle devised for Ujala became very popular and media reports revealed that many people found themselves singing it consciously/unconsciously! The jingle 'Aya Naya Ujala, Char Boondon Wala' (a Hindi language phrase) literally meant, 'Here Comes the New Ujala, Only Four Drops Are Required.' The jingle drove home the idea that only four drops of Ujala were required to whiten clothes as compared to the higher quantity required while using other brands.