‘Adjust Maadi‘ has become the calling card of Kannadigas in the eyes of advertising copywriters, and the phrase that epitomises the ‘chalta hai‘ attitude sneaks into the new television commercials for VIP underwear.
Originally, the characters in the ad uttered a simple ‘Adjust Maadi‘, but probably because it didn’t make sense to non-Kannada viewers, it has been altered to ‘Please Adjust Maadi‘ and ‘Kindly Adjust Maadi‘.
On the same topic, Shah Rukh Khan‘s Kaun Banega Crorepati promo song had a neat line: “If we all wear Rupa underwear aur banian, what will Rupa wear?
I don;t understand this post, what is happening here?
oh that rupa line has been around since ages….
agar aap roopa ke underwear pehnoge to roopa kya pehnegi..
So now churumuri wants to create a new controversy out of it?
“If we all wear Rupa underwear aur banian, what will Rupa wear?”
MTV aired this stuff first in the form of Quawali Shaayari!
what is the relevance…psst
if not kannada some other language would have been used right? not a big issue i believe
The creative was from Bangalore. It jus was a good rhyme I presume. If we want to link it to our laid back attitude, it’s jus a coincidence.
I thought the ad was in poor taste and nonsensical. As if not be outdone, an ad lampooning Tamil is on the air these days. Some eatable… Bingo chips, I think.
I’m waiting for the turn of Malayalam and Telugu ads to keep everyone happy!
Oh, come on great unknown! The Bingo ads are probably the best ads on air these days.
Four of the five-ad tvc rock! And the not so well done one is the ad that tries to pun on five liars and Live wires, not the ‘Mil Jhulke seekhe Tamil’ one.
And the bizarre ads seem to have worked too; two of the three stores in our neighbourhood had run out of stock in a couple of days after the launch!
Adjust maadi is what the non-Kannadigas think Kannadigas say. The Kannadigas actually say Adjust madkolli!
Good for you, Krishna:) Boingggggggg!
Dear All,
This is a funny ad and I liked it:)
Just look at the positives here–because Kannadigas have this ‘adjust madi’ culture we are able to master anything we want to when it comes to other languages. We are better engineers because we can approximate things–adjust maadi-and get along with people.:)
IMHO boxer shorts are the best for Indian men in hot climates. “Yella OK–Briefs Yaakey?”
we should go back to langoti hanging from UDDHAARA .
atleast when it gets old we can use for mane sarsokke…
I was searching for this ad for a specific reason on Google. Thanks for making it available on your blog.
Looks like Churmuri wants even briefs analysed threadbare! Kannadigas do have the ability to laugh at themselves and go on. While many ads poke fun at regional languages/ people and their specific traits, I think it is the over-arching Hindi comments that leave many people smarting. Sensitive persons or those who have had a bad day may get irritated at times. As long as there is a constant stream of ads that caricature different people and languages, the North-South divide will not spillover to advertising creatives. If there is a perception that Northie copywriters are targeting Southerners or that such copy stems from the ad industry being dominated by Northies, more Thackerays and KRVs will be born.