The advert that made Godrej Storwel a household important within the Nineteen Seventies and ’80s


Saajan ke aangan mein pehla kadam, Phoole ye bagiyaan mehke har dum; Aao miljul kar jahaan basaaein, Hum kuch aur jagah banaaein;

Storwel Godrej Storwel

The high-pitched voice and the old school language may appear misplaced for a lot of younger city Indians in the present day, however for the pre-globalisation generations, the sentiment of the Godrej Storwel almirah advert was a reality universally acknowledged.

Godrej launched metal cabinets in 1923 as ‘The Godrej’, its third product after locks and soaps. The metal almirahs have been later redesigned and rebranded as Godrej Storwel within the Nineteen Forties. With all its security options, neat cabinets and safe locks, the cabinet grew to become extraordinarily well-liked as marriage ceremony presents from mother and father to daughters.

This pattern wasn’t misplaced on Godrej, and within the ’80s the corporate got here out with this now iconic commercial, that includes a younger couple beginning their new life along with the dream of making slightly house of their very own.

The advert opens with the marriage ceremony, the bride trying down, coy. All by the pheras and the post-wedding video games with the in-laws, she is shy and quiet, and retains her gaze lowered. It’s only when she and her husband are opening presents, and so they open a field with a Godrej Storwel almirah key, that her face lights up. The advert ends with the 2 of them placing their issues within the almirah and standing subsequent to it, smiling at one another. It’s lastly simply the 2 of them, and in a way, the advert underlines that even in a big joint household setup, it’s attainable to have your personal little haven of privateness. 

“Again within the ’70s and ’80s, when most marriages have been organized between the mother and father, a girl would discover herself at a brand new, unusual place she couldn’t fairly name her residence but. The Storwel grew to become her personal little nook,” says Kopal Kulkarni, former Design Lead at Godrej Innovation and Design centre.

He additionally notes how the almirah grew to become immensely well-liked throughout weddings initially due to the trade of jewelry and money that weddings usually entail — with its impeccable lock, the Storwel grew to become the one place the place individuals may safely retailer these items. 

“With the proper of push by an incredible gross sales and promoting workforce again then, it grew to become a practice to present a bride or a newly wed couple a Godrej Storwel,” says Kulkarni reminiscing how the jingle hyphenated Godrej’s title with the product.

“It was so catchy that it grew to become nearly not possible to say Godrej with out saying Storwel proper after.”

Neelu Singh, a social activist from Agra, recollects that “rooms weren’t geared up with wardrobes and dressing rooms like they’re in the present day, they have been only one portion of the home you have been assigned together with your husband”.

She says that the almirah, which she obtained as a marriage present, “was a present of privateness” in a time when most individuals didn’t even have hooked up loos, overlook unbiased kitchens and drawing rooms.

Nevertheless it didn’t finish at weddings. Godrej Storwel got here out with a collection of ads, all set to the identical tune as the marriage one, however with slight variations to the lyrics. However the line “Hum kuch aur jagah banaaein” was a staple of most of them. In a single, all the ladies of the household present a pregnant girl an almirah; in one other, two younger boys, brothers, struggle over house of their shared almirah — the battle is resolved when the mother and father present the youthful one his personal Godrej Storwel on his birthday. It was nearly as if, in that one second when he was given they key, he had come of age.

Altering occasions meant that these almirahs aren’t as a lot of a rage as they was. The place brides as soon as saved trousseau saris and jewelry of their trusted almirahs, working {couples} now additionally want house for enterprise fits and clothes, and with a proliferation of banks and subsequently lockers, the necessity to retailer jewelry within the Godrej protected isn’t as urgent.

The long-lasting gray and olive inexperienced hold-alls have now given technique to built-in modular wardrobe items. However for many who have grown up with a Godrej Storwel, it’s troublesome to think about life with out it, even whether it is not used.

Like Shubham Kumar’s mother and father. The Navi Mumbai resident tells ThePrint that “No person makes use of the almirah anymore, it’s mendacity in a single nook of the home. However my mother and father refuse to throw it away because it was the very first thing they purchased after getting married.”


Additionally learn: Sorry Shaktimaan, it’s Nagraj who was the primary superhero of India 


 



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