Nirma's 70s Jingle Inspires New Netflix Film Characters

The film 'Maa Behen', releasing on Netflix on June 4, 2026, pays tribute to a beloved piece of Indian advertising history. Three of its central characters share names with the iconic Nirma washing powder jingle from the 1970s-90s: Rekha, Jaya, and Sushma. Director Suresh Triveni confirmed the names were integrated due to their resonance within India's shared popular culture, noting they 'rhymed so beautifully'.

The original Nirma advertising campaign, launched on All India Radio in 1975 and moving to television in 1982, became a cultural phenomenon. The catchy tune, featuring lines like 'Washing Powder Nirma' and 'Hema, Rekha, Jaya aur Sushma, sabki pasand Nirma', cemented the brand in the minds of consumers. Created by Purnima Advertising Agency, the campaign differentiated itself by portraying laundry as vibrant rather than a chore, with relatable characters and national imagery.

Founded in 1969 by Dr. Karsanbhai Patel, Nirma offered an affordable alternative to competitors, rapidly gaining market share. By the mid-1980s, it dominated around 60% of the detergent market. While the original campaign faded by the 1990s, Nirma revived the jingle in 2011 with a modernized message focusing on empowerment and social responsibility.

Decades later, the Nirma jingle's legacy endures, frequently appearing in memes, nostalgic discussions, and social media, demonstrating its lasting impact beyond advertising.