The Slogan That Changed It All: NECC’s Egg Ad Campaign


Let’s take a trip down memory lane with the famous slogan and its impact. Sunday ho ya Monday, Roz Khao Ande—the slogan that changed it all. The catchy phrase made everyone crave eggs. The National Egg Coordination Committee (NECC) was founded in 1982 by Dr. B.V. Rao of Venkateshwara Hatcheries Limited. This ad campaign became so famous that “Sunday ho ya Monday, Roz Khao Ande” significantly boosted the popularity and consumption of eggs nationwide.

The Birth of a Slogan

In the early 1980s, India was not a major consumer of eggs. They were seen as a luxury item, mostly reserved for the affluent or for special occasions. Dr. B.V. Rao, a visionary in the poultry industry, saw an opportunity to change this perception and make eggs a staple in every Indian household. He established the National Egg Coordination Committee (NECC) with the mission of promoting egg consumption across the country.

The Campaign That Made History

The NECC launched a series of advertisements with a simple yet powerful message: “Sunday ho ya Monday, Roz Khao Ande” (Whether it’s Sunday or Monday, Eat Eggs Every Day). This slogan was more than just a catchy phrase; it was a call to action that resonated with people from all walks of life. The ads featured a jingle that quickly became a household tune, and the message was clear—eggs are nutritious, affordable, and suitable for daily consumption.

Impact on Egg Consumption

The impact of the campaign was immediate and far-reaching. Egg consumption in India saw a significant increase as more and more people began to include eggs in their daily diet. The NECC’s efforts helped to demystify eggs and highlight their nutritional benefits, making them a popular choice for breakfast, lunch, and dinner. The campaign also played a crucial role in supporting the livelihoods of poultry farmers and boosting the overall poultry industry in India.

A Legacy That Lives On


Even today, the slogan “Sunday ho ya Monday, Roz Khao Ande” remains etched in the memories of millions of Indians. The campaign is often cited as a brilliant example of effective marketing and advertising. It demonstrates how a simple, relatable message can create a lasting impact and drive significant changes in consumer behavior.


The NECC’s iconic egg ad campaign is a testament to the power of strategic marketing. It not only transformed the perception of eggs in India but also set a benchmark for future advertising campaigns. As we look back on this remarkable journey, we are reminded of the importance of creativity, simplicity, and understanding the pulse of the audience.

For marketing professionals and enthusiasts, the NECC’s campaign is a case study in how to create a message that resonates deeply with people and drives real change. Let’s take inspiration from this iconic campaign as we continue to craft compelling stories and impactful messages in our own marketing endeavors.


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