Ankit Chaurasia-05

Priyanka Chowdhury-11
Juthika Ghosh-14
Ananya Sen-16
Kausik Sen-23
Ayan Ghosh-44
Advertising in
the vintage
era
----Indian advertising in this
period still operated as an
outpost of the British Empire.

----The overall style of
advertising was factual
presentation coupled with an
overall lack of creativity.

----For the 300 million or so
middle-class and luxury
consumers, it offers a glimpse of
a worldly good life filled with
commodities of all sorts.
----For the remainder who are
currently not able to participate
in mass consumption,
advertising's images of people
enjoying material success
cannot be realized in their own
lives.
---According to a commercial for
the Times of India newspaper,
there are two Indians one
that eagerly anticipates the
forces of change and the other
that holds onto deeply
ingrained traditions.

---India, as an independent
nation, is barely 60 years old. As
a civilization, its age exceeds
5,000 years.
Background of Advertising in India
The 18
th
Century - Advent of Advertising in India
Advertisements
of trade, legal
notices and
employment
notices
James Augustus
Hicky published
Hickys Bengal
Gazette in 1780
Newspapers
competed for a
share in
advertising
revenue from
statutory
company
releases
1790s
Advent of
advertising in
regional
languages
Ads carried
illustrations
towards the
end of the
18
th
century
Typography
played an
essential part
in the layout
of the ad
Developments in the 18
th
Century
Advertising for the 18
th
century was confined to goods brought by ships
mainly for the Europeans which spoke about their lifestyle in India.
Newspapers started a Box-Reply service in the 18
th
century with the use of
a visual device in the text (usually in the form of asterisks placed like 3
small stars in configuration beside the last line).
The early users & practitioners of advertising were conscious of increasing
the OTS (Opportunity to See) of an advertising by giving repeat insertions.
Music and Theatre Groups began to be advertised in print.
Advertising in the 19
th
Century
Bourne and Shepherd, oldest
photography shop in Calcutta
preserve photographs to show
that by the mid 19
th
century,
shop signage with the name of
the shop painted on a board
hung outside the establishment
was quite common.
Towards the end of the 19
th

century, certain brands like
Brooke Bond and Pears
began to advertise in major
English dailies in Calcutta
and Bombay.
Advertising in the 1900-1930s
Dattaram Advertising set up by B. Dattaram in 1905
Ads supported Swadeshi movements
Ads on patent medicines, European apparel, etc.
National Advertising Agency of Calcutta set up by Moni Lal
Sen in 1924
The Times of India set up the first Radio Club in Bombay
Major advertising event organized in Bombay in 1925
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Newspapers, Magazines, Periodicals, Trade journals
Circulars, Hand bills, posters, bulletin boards, electric signs, placards,
signs in street cars
Size, form, decoration, colour, illumination of store, comfortable service,
waiting chairs, courteous attendance etc.
Personal communication- the form letter, the follow up literature of booklet
or pamphlet
Samples, catalogues, agents, travelling men
Delivery wagons, street banners, floats
Registers, directories, theatre programs etc
Printed and stamped novelties as lead pencils, paper weights, notebooks,
calendars, knives, rulers, tapes, toys, puzzles etc.



Source: The Advertising Men's League of New York City Inc.
Some important Developments & Milestones
Developments
Use of various advertising techniques to
create brand image in the market
Recognizing the advantages of brand as
opposed to the generic product or
commodity
Increased use of appeal that pertain to life
style factors rather than simple product
attributes (Estelle shampoo ad of 1920)
Milestones
Dalda- the first example of a brand and
marketing campaign specially developed
for India
1941 Lux signs Leela Chitnis as its brand
ambassador
Hindustan Thompson Associates (HTA)
coins the term Balanced Nourishment
concept for Horlicks in India

1950s



British advertising agencies JWT (through Hindustan Thompson) & D.J
Keymer (now Ogilvy & Mather) laid the foundation of professional
advertising in India.

Ibrahim Patil and Ratan Batra set up Ratan Batra Pvt. Ltd. And co-
founded Communications Artists Guild with the aim of encouraging
budding artists.

Subroto Sengupta co-founded Clarion Advertising.

Cinema advertising began.

In 1956 the first Ad Club of India was launched in Kolkata.

In 1957 Govt. launched Vividh Bharati which served as a new ad medium
to advertisers.




Some print ads during 1950s
1960s
Indias first Advertising Convention (1960)

Shift to marketing orientation

1
st
Asian Advertising Congress at New Delhi

Emergence of Shop Audits, Market Rating Indices (MRI)

National Readership Survey (NRS) I & II

Amul gave account to DA CUNHA ad agency which developed the
famous Amul ads- The longest running ad campaign in the world
1970s
Media boom (radio goes popular)

2
nd
Asian Advertising Congress at New Delhi

Lifestyle Studies

In 1978, Indias first TV commercial goes on air

Celebrity endorsement became popular in India

1980s
Indianisation of western advertising

Public Sector Companies began advertising

NRS III by IMRB

Colour Television and Radio Commercials introduced in 1982 (Asian Games)

Formation of Advertising Standards Council of India (ASCI) & Indian chapter
of International Advertising Association

TV advertising became popular as TV spread to the masses

TV soaps like Buniyaad, Tamas, Ramayan, Mahabharat etc. emerged as
platforms to advertise to the Indian middle class


Old Bajaj ad

Nirma- Surf war on TV
Post-liberalisation
Phase & Y2K era

Major events in the marketing
scenario
Liberalisation gave Indian economy an international exposure
Indian brands also took advantage of the business friendly
environment
Niche magazines
Private TV channels, including foreign broadcasters
Movie channels, entertainment channels
FM radio
Increased educated middle class youth population
Indian companies became Indian brands
Entry of foreign brands in India
Digital marketing


Foreign ad agencies & consolidation
Saatchi & Saatchi was the first to arrive
Leo Brunett, BBDO, McCan Erricson, Y&A, TBWA etc. followed.
The agencies following the global trend started downsizing
terming it as right-sizing.
JWT took over Hindustan Thompson Associates in 2002.
Ogilvy & Mather became the dominant ad agency.
The agency decided to make creativity the launch pad to
leadership position and Piyush Pandey followed it aggressively.
Lintas followed the same under its national creative head Balki.
Acquisition of OM by WPP ensured financial discipline to
creativity.
Madison became the biggest ad agency in India in terms of
revenues under Sam Balsara.

Creative use of print media
Complete Indianisation of
Advertising

Fevicol ad

Bajaj New ad
Other events
Ad agencies as marketing campaign consultants
Goa fest started in 2006
Indians hold Jury position at Cannes Lions fest
Indian ad agencies bagged awards at Cannes fest
IRS started in 1995, merged with NRS in 2011


Indigenous independent ad agencies-
Happy Creative services (Flipkart Kid ads)
Taproot India ( Airtel har friend zaruri hota ha campaign)-
taken over by Dentsu in 2012
Scarecrow India ( Religare ad campaigns )

Launch pad for Indian brands to emerge

600 plus channels including D2H.

100 million copies of newspapers sold daily (largest in the
world)

15 Crore plus net users

929 million Mobile subscribers

Total advertising market in India 23000 Crore