When I joined my first job, here in Delhi, one of the landmarks that I initially noticed near my office was the ECE House at Kasturba Gandhi Marg. It instantly brought to mind that unforgettable jingle “Bhool na jana, ECE bulb lana. (Don’t forget, get ECE blub).
Gufi Kanwarjit Paintal, (best known for his role of Shakuni Shikhandi in Mahabharat, the TV series) is leaving for work and his wife in the ad reminds him to get an ECE bulb and on the way everyone – the maid, neighbours, bus passengers, Udipi restaurant owner, a Parsi bawa, dhobi, a Bengali lady – also do. Finally he manages to stammer “B..bb..bulb” to the shopkeeper.
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This TVC had the multi-lingual flavour akin Mile Sur Mera Tumhara, with atleast five languages – Hindi, Marathi, Gujrati, Bhojpuri and Bengali – used (though this ad predates the much-loved national integration song by quite a few years).
The lines in Bengali “Bhoolbe naa, niye esho bulb, ECE bulb” sound extra sweet. And as a kid I relished the part where the bulb lights up in Paintal’s hand.