History of Indian AdvertisingAnd Social reflections

Walk through…..History of advertisingAdvertising in IndiaHallmark eventsAdvertising mirrors the society

Advertising is like a Mirror of the society It reflects the beliefs, values and the

behavior of the peopleHence the ads needs to be in the same

wavelength of its audience..Advertisers needs to think like them, feel

what they feel, see things the way they see, perceive things the way they perceive and act like how they would act

Advertisements need effectively to connect with its audience

Birth of Indian Advertising1780 - James Augustus Hickey brought

out the first newspaper in India called Calcutta General Advertiser or Hickey's Bengal Gazette(Calcutta)

18th century – The foundation eraAds appear for the first time in print in

Hickey's Bengal Gazette

The earliest ads: Classified Patent medicines Ads by Retailers

Pre IndependencePress advertisements – largely imported

goods which had reached Indian shores

Retailers like Spencer's, Army & Navy and Whiteaway & Laidlaw called out to consumers

The rise of agencies1905- B. Dattaram's, India's first advertising

agency, from Mumbai filled this vacuum

By the 1920s, other agencies like Gujarat Advertising and Allied Advertising had come up

1930’sThe talkies and radio

emerge as media Colour movies

The first Indian advertising agency to offer both creative work as well as space selling was Sista's Advertising and Publicity Services set up by Venkatararao Sista in 1934

1940’s

The 2nd World War

Fight for Independence

Launch of brands like Lux, Pears, Horlicks,Dalda

The first expatriate agencies Alliance Advertising set up during World War I (1914-

18). L.A. Stronach D.J. Keymer The first truly multinational agency was J Walter

Thomson (JWT) 1926 Levers International Advertising Service (LINTAS)

• L.A. Stronach = Norvickson Advertising

•Keymer =Benson=BOMAS =OB&M= O&M

(Caucutta branch of Keymer = Clarion) 1955

1950’s Indian advertising takes off Industrial revolution in the Nehruvian era1st survey of the rural marketCinema advertising began India’s First AD club was set up in CalcuttaLeading ad agency - Press Syndicate

1960’s

Advertising to be Indian in thought and content

Creativity was emphasized Photography find increasing useProfessionalization within agencies

India’s first Advertising Convention (1960)1st Asian Advertising Congress at New Delhi

Emergence of MarketingMRI (Market Rating Indices)Shop AuditsNRS I and IIFocus on Research and data

generation

1970’sMedia boomBouquet of

magazines2nd Asian

Advertising Congress at New Delhi

Marketing concepts/efforts:◦ Lifestyle studies,

positioning◦ Rural marketing

1980’sAug 15th 1982 – Colour TV introducedRadio commercials introduced Regional broadcasts, expansion of radioExpansion and diversification of agenciesColour Printing more popularPublic sector advertisingFormation of Indian chapter of International

Advertising Association

1980’s…Marketing concepts/efforts:

◦NRS III by IMRB◦sponsoring TV programmes

1990’s FM Radio Emergence of Satellite

TV◦ CNN – 1st channel to

be beamed to India◦ Star bouquet◦ Zee bouquet◦ Movie channels and

pay channels DD Metro to counter

satellite channels Internationalisation of

Advertising

Marketing concepts/efforts:◦ DD Audience surveys◦ NRS IV ( 2 surveys – ORG and IMRB-MARG)◦ NRS V◦ IRS survey◦ Consumer Tracking and Satisfaction studies◦ Emphasis on Brand Equity◦ Niche segmentation◦ Emphasis on Direct marketing

2000’sTechnological breakthroughThe “WWW” ERAThe role of the advertising agency –

changing to that of a marketing consultant

Marketing concepts/efforts:◦ NRS VI◦ CAS◦ Web Advertising

Its all bout Brands!

OUTDOOR

ADS

CAMPAIG

NS

BRANDS

What is the common seductive link between Hollywood actor Paul Newman, Bollywood actors Shah Rukh Khan and Aishwarya Rai Bachchan and All India Anna Dravida Munnetra Kazhagam chief J. Jayalalithaa?

They have all tried selling a soap at some point or the other....

And the soap is Lux, the premium beauty soap from consumer products company HUL

Lux was one of the First foreign brands to Indi anise themselves - 1941

Lux soap ad featuring Leela Chitnis 1941

HALLMARK EVENTS1912- ITC (then Imperial Tobacco Co. Ltd.)

launches Gold Flake 1939 – First marketing campaign for a

vanaspati (cooking fat) brand called Dalda, by LINTAS

1941 - Lux and Pears toilet soaps - First foreign brands to Indianise themselves

1941 – HTA coins the term “Balanced nutrition” to make Horlicks more relavent to India

1950 - Radio Ceylon and Radio Goa become the media option

1951 - Vicks VapoRub: a rub for colds, causes ripples with its entry in the balm market

1957- Vividh Bharati kicks off 1962 - India's television's first soap opera

“Teesra Rasta”1967 - First commercial appears on Vividh

Bharati 1978- First television commercial seen 1980- King-sized Virginia filter cigarette enters

market with brand name of 'Charms' 1982 -When television turned to colour

transmission abd “Bombay Dyeing” becomes the first colour TV ad

1983 - Maggi Noodles launched to become an overnight success

1984 - Hum Log, Doordarshan's first soap opera in the colour era is born

1985-86 - 915 new brands of products and services appearing on the Indian Market

1990 - Marks the beginning of new medium Internet , go virtual with websites & Internet advertising

1990 -Brand Equity (magazine) of The Economic Times is born

1991- First India-targetted satellite channel, Zee TV starts broadcast

1996- The ad fraternity hits big time for the first time by bagging three awards at the 43rd International Advertising Festival, Cannes

1996- Sun TV becomes the first regional TV channel to go live 24 hours a day on all days of the week

1995 - Advertising Club of Bombay calls its awards as Abby

1997- Events assume important role in marketing mix

Advertising on the Internet gains popularity Reinventing of cinema -advertising through

cinema begins

ADVERTISING & SOCIAL REFLECTIONS

Pre-1947, some products such as the 501 Special Soap highlighted the Swadeshi angle, but dropped it after Independence

Things To be Proud of Khajuraho[...]

wherever you go they're good.an old ad of Gold Flake plain from 1960

Quality that has stood the test of timeWills Gold Flake the best plain cigarette you can buy

- an ad for Wills Gold Flake plain from1970

Gold Flake Filter KingsWorth its length in goldGold Flake Filter Kings comes king size length fora really luxurious smoke. More Virginia tobacco formore satisfaction. and smoother too. Worth itslength in gold - that's Gold Flake Filter Kings

Wherever you go they're good[Rs.3.20 for 20. Rs 1.60 for 10]-  Gold Flake Filter Kings ad from August 1970

The tinkle of crystal,the sparkle of talk and laughter...and Gold Flake.Great quality...For the gracious people

Gold Flake FilterKings Quality that's forever

 - Gold Flake Filter Kings ad from 1984. (Agency: Clarion)

For gracious people

 - Gold Flake Filter Kings ad, September 1987 man on the left is actor Vijayendra Ghatge(Agency: Clarion)

Pears ad from the 60’s

Lux soap ad featuring Leela Chitnis 1941

Saira Banu and

Hema Malini in Lux ads.

Zeenat Aman in Lux soap ad from 1980s

Zeenat Aman in Lux soap ad from 1980s

Madhuri Dixit in Lux Ad

The transforming IndiaGlobalizationEmerging Middle-Class ConsumersChanging Lifestyle and attitude of Consumers Increasing literacy rateWomen empowermentChildren influence in buying  decision making Changing perspective of rural marketing in

India Increasing penetration of mass media Consumer awareness Information revolution An Enormous growth in international business

Startling trends reflect in the adsWomen empowerment

Health mania

The Voice of “Children”

Thank you

A project by VarshaNishantNorma