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When Japs were Coming: WW II British Ads for India

A collection of World War II ads dated 1942 published in The Indian Express by the British Government as part of its war efforts and for taking on Congress challenge.

A really good Ad. The image is just too in-genius. Suited-Booted Smiling Japanese and a simple Indian villager. Contrasts of the image drive home the message shockingly well. July 22, 1942.
Portrait of the enemy. "The Jap. soldier moves through the jungle paths wearing singlet and shorts, rubber-soled canvas shoes, and tin hat. He carries a sub-machine gun, spare ammunition, stick grenades, water bottle and a machete (heavy bush knife) for hacking his way." January 16, 1942.
And portrait of the enemy inside.

August 2, 1942

August 1, 1942

January 16, 1942

Figting Goondas in December 1942

War needs money.





And Men.
Recruitment ad for Indian Air Force. February 17, 1942


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  1. Reading this, it almost feels like India used to be a Western country.

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  2. Maybe some parts of India were always Western. Or maybe this was always the case for English media . I remember reading an interesting account by one of the oldest residents of CP (don't have the link) recalling how on the eve of 15 August 1947 they went of see a cabaret at some place in CP.

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  3. Amazing work Vinayak, Its really surprising what people reading the ad on Joystick would have felt. Really surprising the ads a mroe like what is relevant today. Cant imagine if you remember the movies of those days - cannot correlate.
    Thanks for bringing this up to the people.

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