It started with hawkers calling out their wares right from the days when cities and markets began. 18th century - Concrete advertising history begins with classified advertising. Ads appear for the first time in print in Hickeys Bengal Gazette, Indias first newspaper (weekly). By the end of this century, Ads appeared in newspapers in the form of lists of the latest merchandise from England. 19th century - Many advertising agencies came into existence B. Dattaram & Co. Mumbai, being the oldest existing agency of that time. Besides Indian, Foreign Advertising agencies also began to enter Corporate Advertising started in fifties. Creative Revolution in sixties. Glued to television by the end of this century.
Indian advertising Industry which has an estimated value of Rs 300 billion has made the jaws drop recording a growth of 8 per cent in 2011.Indian advertising industry is talking business today and has evolved from being a small-scale business to a full-fledged industry. It has emerged as one of the major industries and tertiary sectors and has broadened its horizons be it the creative aspect, the capital employed or the number of personnel involved. Indian advertising industry in a short span of time has carved a niche for itself and placed itself on the global map.Over 80% of the business is from Mumbai and Delhi followed by Bangalore and Chennai.
A few Facts: 76% of the consumers don’t believe that companies tell the truth in advertising. “You cant bore people into buying your product- you can only interest them.”Advertising Myths: Frequency is mostly not a driver for action. There is no Golden Rule about OTS.
New Seasons of Big Boss, newer Formats like MasterChef, Celebrity programs, Blockbuster Movies, Awardshows, Dance Programs, etc., — the list is just increasing.Approximately 20% of total programming time is devoted toReality shows today, up from 16% in 2010. These shows havehigh input costs and thus higher advertising costs.
Best Marketing Company of 2011Company Name RankVodafone 1Bharti Airtel 2Hindustan Lever 3Cadbury 4Coca Cola India 5Pepsi 6ITC 7Sony India 8Tata Motors 9Samsung Electronics 10Nokia 11Idea Cellular 12Procter & Gamble 13Maruti Udyog 14Colgate Palmolive 15
The SMBs Local retailers in apparel, food, watches and jewelry haveall increased their average ad spending by almost 50% in thepast two years. The advertising and promotional spending bylocal brands is substantial during the festival season andalmost 70% of the spending is done between September toJanuary. Online advertising spending is holding its own and willcontinue to grow steadily over the next several years.Marketers are responding to the economic challenges withnew techniques and strategies, along with research data toprove their effectiveness. According to statistics, online adspending has reached $23 billion.Nonetheless, nearly three-quarters of web advertisingspace goes unsold and more than 99.7 per cent of bannerads are not clicked on.
Owing to the increased demand Indian ad agencies have some ofthe most creative and talented people around which is attested bythe fact that global companies are approaching Indian adagencies to handle their media campaigns.Ranging from innovative ads to sometimes they really get on yournerves, especially when they are repeated time and again. Thishappens when there is something sponsored by them say acricket match or an award ceremony, etc. Advertisements usuallyamaze people with their creativity and presentation whereassome are really horrible in the depiction of their ideas. Most of thetimes however we find quite interesting and appealing ads.However, with the changing times the creativity and ideasprojected in ads have changed drastically. From naïve, happy andbrilliantly crafted ads the trends have moved to more of a fearappeal and ironic ads. Most common is humor accompaniedgenerally with a message which relies upon a famous song,“Samajhne wale samajh gaye, jo na samjhe wo anari hai.”
The advertising industry in India has several competitive advantages: India has a rich pool of strategic planning, creative and media servicespersonnel: Indeed, Indian advertising industry has been exporting senior-leveltalent to many countries, particularly to the Gulf, South-East Asia, China, the UKand the US. Indian talent is recognized and respected in global agency networks. No other country has access to so many trained management graduates whocan provide strategic inputs for brand and media planning. Indians are multicultural: we learn at least two languages and that gives us ahead start in understanding cultural diversity. Most of the top 20 agencies in India have a global partner or owner, whichshould provide an immediate link to global markets. Our production standards in TV and print have improved: With a vibrantanimation software industry, we have access to this area of TV production. Indias advanced IT capabilities can be used to develop Web-basedcommunication packages for global clients.
A quick sneak peek at the top tenadvertising firms of India as of today. Ogilvy & Mather-Cadbury, Asian Paints and Fevicol. J Walter Thompson-Nestle, Cadbury, Bayer, Ford, Nokia and Unilever. Mudra Communication- Neutrogena, HBO, Philips, Reliance NetConnect, Big Bazaar. FCB Ulka Advertising Ltd-Tata Indicom, Whirlpool, Zee Cinema, Santoor, Sunfeast and Amul. Rediffusion DY & R McCann Erickson India Ltd.-“Thanda Matlab Coca Cola” Grey Worldwide (I) Pvt. Ltd.-Hero Honda, Maruti Suzuki,, Indian Oil, Ambuja Cement, UTV, P&G and Godrej. Leo Burnett India Pvt. Ltd- McDonald’s, Heinz, Complan, Bajaj and HDFC. Contract Advertising India Ltd.-Religare, Asian Paints, Domino’s Pizza, SpiceJet and American Tourister.