Recent development in advertising in India.

Introduction
Advertising is a powerful tool of communication force, highly visible that helps to sells goods,
services, and ideas etc... Advertising reflects the need of the times, whether we like it or not
advertisements are seen everywhere. Advertising with its cognitive and persuasive nature can
easily polish the mind of target audience and create the sense of motivation to purchase the
value offered by the companies in the form of product, to satisfy their various needs which in
turn helps to enhance the living standard of them. 1

The Indian advertising industry has witnessed some tremendous changes in advertising trends
in the recent years. In India, the advertising business is growing at the rate of 30% to 35%
annually. It is a 1600 crore industry. It accounts for 90% of India's GDP.2

Today the Indian advertising is wide-spread all over the world in different countries. But it
took many years for the industry to reach this passion. Several factors contributed towards this
phenomenal growth of advertising industry. Liberal government policies during the past
decade, industrial revolution, foreign collaboration, development of technology have enabled
in sustaining the advertising industry. Urbanization has also equally significant contribution
towards the development of advertising industry in India.

Present Scenario in India

There has been a paradigm shift in the ways and means of advertising of contemporary
methodologies. There were days when producers and manufacturers depended only on radios,
newspapers, and pamphlets to advertise their products it was only until the late nineties when
digital media crawled in and in early 2000 seen it spread its wings. As a line of work;
Advertising is a promising career option for those interested in working and creating a
livelihood out of this field. There are many institutes that offer full time and part time degree
or diploma courses in Advertising. Emerging trend in advertising involves promoting a product
by using a social networking (egg: facebook.com, orkut.com, Hi5.com) platform or high traffic
attractors. Usually advertisements related to the products on the social networking sites such
as Face book. Orkut, Hi5 etc. to target a set of audience. Face book took this aspect to an all
new level with the introduction of Face book applications which for the first time created,
online, a consumer and brand interaction in some ways.3

1
Advertising & IMC: Principles & Practice 2017 edition By Moriarty
2
https://economictimes.indiatimes.com/industry/services/advertising/india-remains-fastest-growing-ad-
market-in-the-world-with-adex-growth-estimate-of-14-in-2019-groupm/articleshow/67963748.cms?from=mdr
at 3.30PM 01/11/2019 by Gaurav Laghate
3
Dr. Rege G. M. (1972, 1984). Advertising Art & Ideas, (pp. 1-12). Mumbai, Ashutosh Prakashan Publication
Recent Developments in India
The Indian Railways is working on a new advertising policy aimed at installing 100,000 big
digital screens at 2,175 railway stations across the country, which is expected generate Rs
11,770 crore (US$ 1.76 billion) revenue annually. Indian Railways has appointed Ernst &
Young (EY) as a consultant to discover its advertising potential, which is in line with the
Railway Budget proposal of increasing non-fare earnings to over Rs 5,000 crore (US$ 741.2
million) in five years.

All India Radio (AIR) has appointed ‘releaseMyAd’ as a virtual agency to let advertisers book
ads for all of AIR’s station online.

Google is all set to help India implement Prime Minister Mr Narendra Modi's "Digital India"
initiative, and the government has a well laid out plan to realise it, said Google's Chief Internet
Evangelist Mr Vinton G. Cerf. Digital India is Rs 1.13 trillion (US$ 16.75 billion) government
initiative that seeks to transform the country into a connected economy, attract investment in
electronics manufacturing, and create millions of jobs and support trade.

Tata Motors has appointed renowned football player Lionel Messi as the global brand
ambassador for Tata cars and utility vehicles globally, with an aim to tap the youth market and
expand visibility and presence of Tata Motors in newer markets.

With more than 65% of the population communicating in local languages, the need for such
content and services is rising. The growing penetration of mobile Internet in emerging markets
will result in greater demand for vernacular content on the Internet. Today, 75% of online users
in India prefer video content in their local languages and 40% of online traffic is for Hindi
content.

Brands can target individuals across their consumer hyper-local targeting, showing them
different messaging depending on attributes such as location, weather, device, local language
or time of day4
A few examples of a few more very recent developments in India are as follows

 Digital Media is eroding the market dominance of television and print media
 Increased emphasis on developing advertising strategies and digital campaigns
 Accelerated entry of foreign business and foreign advertising agencies selling foreign
products
 Focus on high quality content
 Advertising through corporate websites, blogs, e-commerce etc
 Ad blocking has posed threats to intrusive pop-up ad networks
 Huge acceptance of online video ads and advertising on Mobile Games
 Use of digital platforms such as social networking website, social bookmarking
websites, listing websites, forums, YouTube, search engine

4
https://www.kenresearch.com/media-andentertainment/advertising/india-online-advertisingmarket-
research-report
  Use of digital marketing tools such as email marketing, search engine optimization,
search engine marketing, mobile marketing etc

Conclusion
The rapid growth of social media and the mobile Internet is changing ways that businesses
reach out to their customers and even more importantly how customers are influencing and
shaping companies and their brands. Growth is expected in retail advertisement, on the back
of factors such as several players entering the food and beverages segment, ecommerce gaining
more popularity in the country, and domestic companies testing out the waters. The rural region
is a potentially profitable target. For instance, in the automobiles sector, the focus of two-
wheelers on rural areas could mean more launches and more advertising spends. The telecom
sector could see growth as well, driven by better smartphone penetration and service providers
cutting down on prices.

Bibliography

1. Advertising & IMC: Principles & Practice 2017 edition By Moriarty

2. https://economictimes.indiatimes.com/industry/services/advertising/india-remains-
fastest-growing-ad-market-in-the-world-with-adex-growth-estimate-of-14-in-2019-
groupm/articleshow/67963748.cms?from=mdr

3. Dr. Rege G. M. (1972, 1984). Advertising Art & Ideas, (pp. 1-12). Mumbai, Ashutosh
Prakashan Publication

4. https://www.kenresearch.com/media-andentertainment/advertising/india-online-
advertisingmarket-research-report

5. https://bbamantra.com/recent-trends-indian-advertising/

6. https://shodhganga.inflibnet.ac.in/bitstream/10603/94670/11/11_chapter%204.pdf

7. http://www.iosrjournals.org/iosr-jbm/papers/Conf-
ICSMTSA/Volume%201/6.%2020-22.pdf