The presentation offers overview on Indian media and advertising industry, key trends in this industry, how it is growing and government initiatives. Further, the presentation highlights key case studies and iconic advertisers. This presentation will help mass media and students from advertising industry to understand new opportunities.

1. OVERVIEW ON
MEDIA & ADVERTISING
MOSES GOMES

2. WHAT YOU WILL LEARN IN NEXT 60 MINUTES
1. What is advertising and media
2. Different media tools
3. Industry growth, policies, govt initiatives
and size of industry
4. Challenges
5. Future disruptions
6. Case Studies
7. Some iconic advertisements

3. 1
WHAT IS ADVERTISING AND MEDIA

4. WHAT IS ADVERTISING & MEDIA
Advertising is a marketing
communication that employs an
openly sponsored, non-personal
message to promote or sell a
product, service or idea
Media is the communication tool
used to store and deliver information
or data. The term refers to
components of the mass media
communications industry, such as
print media, publishing, etc.

5. A good advertisement
is one which sells the
product without
drawing attention to
itself.

6. 2
DIFFERENT MEDIA TOOLS

8. 3
INDUSTRY GROWTH, GOVT POLICIES AND INITIATIVES

9. KEY FACTS ON INDIAN ADVERTISING AND MEDIA INDUSTRY
https://www.investindia.gov.in/sector/media
Indian Media & Entertainment industry will touch $ 34.8 bn by 2021
MAJOR INVESTORS

10. KEY GROWTH DRIVERS FOR INDIAN M & E INDUSTRY
Rising incomes - Higher demand for aspirational product and services
Increasing young population - Increased usage of 4G and portable devices
16.4% growth: Animation industry - Led by 31% growth in VFX industry
Rising no. of subscribers - TV subscribers to reach 195 mn by 2019
https://www.investindia.gov.in/sector/media
Film industry growth of 10.4% - 3rd largest after US and China by 2021

11. OVERVIEW ON THE INDUSTRY GROWTH
https://www.exchange4media.com/PMAR19-Final.pdf https://www.statista.com/statistics/276653/revenue-forecast-for-the-largest-advertising-markets/

12. https://invest-india-revamp-static-files.s3.ap-south-1.amazonaws.com/s3fs-public/2019-07/India%20Surging%20Ahead_0.pdf

13. SIZE OF INDIAN MEDIA & ENTERTAINMENT INDUSTRY
https://assets.kpmg/content/dam/kpmg/in/pdf/2019/08/india-media-entertainment-report-2019.pdf

14. SHIFTING OF INDIAN CONSUMER TRENDS AND BEHAVIOURS - 2030
The absolute size of the market –
even in the smallest niche – is large
Largest digital segment will move
from consuming to transacting
Diminishing differences But first leisure
The number of people online will double
by 2030, more importantly this will
increase each consumer segment.
By 2030, Consumers readiness will high,
this will shift them from just passive
consumption of digital media to
engagement and transactions.
Millennials (age 35-50 yrs in 2030) and
Generation Z ( age 20-35 yrs in 2030)
would have grown up with technology.
Gen Alpha (born post 2015) comfortable
with tech. All 3 generations will embrace
internet in everyday life.
Currently watching videos, playing
games online and listening to music is
common between developed and
developing countries. In few years they
will start leveraging for learning along
with leisure
https://assets.kpmg/content/dam/kpmg/in/pdf/2019/08/india-media-entertainment-report-2019.pdf

15. GROWTH IN RURAL AND VERNACULAR MEDIA

16. 4
INDUSTRY CHALLENGES

17. CHALLENGES HAMPERING THE GROWTH OF REGIONAL CONTENT
https://assets.kpmg/content/dam/kpmg/in/pdf/2019/08/india-media-entertainment-report-2019.pdf

18. EMERGING DISTRIBUTION MODELS
https://assets.kpmg/content/dam/kpmg/in/pdf/2019/08/india-media-entertainment-report-2019.pdf

19. 5
FUTURE DISTRUPTORS IN INDUSTRY

20. FUTURE DISTRUPTERS IN MEDIA AND ADVERTISING
5G in Media and Advertising
Help advertisers to create personalize
experience for consumers, create immersive
experiences, better ad quality, deeper
consumer analytics, new age video
advertising.
8K Content and Hardware
With the advent of 5G, streaming of HD
content is expected to become more main
stream, giving boost to video content across
different screens.
Augment And Virtual reality
AR and VR will help advertisers to create
immersive experiences in tourism, sports,
gaming and movies. 5G will boost usage of
this new media delivery channel.
Automation and RPA
Automation will be used by M & E companies
to automate processes, understand consumer,
create customer attributes, engage in real-
time with personalization. Already Salesforce,
SAP and Oracle are partnering companies in
marketing space.
https://assets.kpmg/content/dam/kpmg/in/pdf/2019/08/india-media-entertainment-report-2019.pdf

21. 6
CASE STUDIES

22. HOW AMAZON BECAME TOP
ECOMMERCE PLAYER IN INDIA

23. Amazon in India, had to
create awareness about
different messages

24. Showcase Indian consumers
huge collection of products
more than 22 million
Establish Amazon as the
largest Fashion destination
in India
Build trust amongst offline
customers to shop at Amazon
Build confidence in minds of
customer with, on-time delivery
authenticity of a product
bought online and easy return
policy
1 2
3 4

25. Choose to address each of these through
four strategic High Decibel campaigns

26. • Objective: To drive the message that
Amazon has over 22 Million products
• Achievement:
• Helped to establish its wide range
of products
• The 2 minute high frequency TVC
was able to address the core
message.
• This campaign was largely
focused on television
CAMPAIGN 1 - AUR DIKHAO

27. The campaign was extended to the social media
platforms with videos on You Tube and engagement
campaign on Twitter
• The videos were uploaded on YouTube which got
more than 21 lakhs views.
• Contest on Twitter increased people’s participation,
they followed the campaign and the #AurDikhao
with its interesting creatives and tweets.
• The Twitter engagement contest invited users tweet
what they would like to see more of in this season of
T20 (This TVC was launched during IPL8)
Extended to Social Media
CAMPAIGN 1 - AUR DIKHAO

28. • Objective: Addresses the fears and
inhibitions of the consumers while
shopping online
• Achievement:
• Helped to address the fear of
offline buyers to try ordering on
Amazon once
• Helped to increase the visitors
and sales
CAMPAIGN 2 – TRY TO KAR

29. • On social media this campaign focused on Twitter
with engagement and contests.
• While for Youtube Amazon India teamed up Gaurav
Gera “Chutki” to create two sets of videos
‘Shopkeeper & Chutki’ and ‘Chutki & Suyyash’ video
series.
• Both the series of videos were shared across the
actor’s social media properties.
• By the time these videos had gained enough views, it
was uploaded on Dubsmash and people were invited
to dubsmash these in the most creative ways
possible. The winner could walk away with a INR 10K
worth Amazon voucher.
• #TryTohKar Dubsmash on Twitter generated over
1495 tweets, and achieved a reach of 1.5 million and
timeline deliveries of 13 million. The campaign
hashtag #TryTohKar trended on the day of the
activity.
Extended to Social Media
CAMPAIGN 2 – TRY TO KAR

30. • Objective: Position Amazon as leading
fashion destination
• Achievement:
• This campaign gave amazon the
advantage of mass publicity for its
fashion segment
• Fashion became the top three fastest
growing categories on Amazon.
• The campaign became popular without
celebrities to establish Amazon as
fashion destination
BTL Activation: Amazon also organized an
on-ground activation where consumers got
a chance to meet the members of the
Amazon Fashion Squad and get fashionable
ideas on how to dress up fashionably.
CAMPAIGN 3 – KYA PEHNU

31. • Launch of 'Amazon Fashion Squad', a panel of
experts who will address customer queries on what
to wear.
• The squad includes Narendra Kumar, creative
director, Amazon Fashion, model and actor Milind
Soman, actor Ayushman Khurana, popular blogger
Miss Malini, anchor, fashion designer and actor
Mandira Bedi and other renowned stylists.
• Customers can reach out to them using the
#KyaPehnu hashtag on social media platforms like
Facebook and Twitter, or send in their queries by
SMS. The SOS helpline number launched was
functional from December 17th to the 19th.
• Also engaged with blogger for their makeover
Extended to Social Media
CAMPAIGN 3 – KYA PEHNU

32. • Objective: Convey features like easy
returns, access to genuine products,
build trust and confidence of
customers
• Achievement:
• This campaign for masses,
conveys trust factor and easy
returns like it’s our own shop
• Helps to establish confidence
of next door shop
CAMPAIGN 4 – APNI DUKHAN

33. • Amazon again partnered with comedian Gaurav
Gera, to endorse it’s products and services on
social media platforms including Facebook and
Twitter.
• As part of the collaboration, Gera, can be seen
in a couple of shopkeeper ads uploaded on
Amazon's Twitter handle @amazonIN, and
Facebook page, where he informs viewers
about the whole range of products and services
available on the online platform such as Easy
returns, Easy payment options, 100 per cent
original products, while replying to queries by
the company's followers on Twitter.
Extended to Social Media
CAMPAIGN 4 – APNI DUKHAN

36. LEARNINGS
Narrow targeting is essential for
awareness
Essential to do more different
campaigns for single
communication for narrow
targeting.
Break down key messages, as its is
easier to communicate and easier
for TG to understand.
Most companies post that initiative
campaigns on similar lines, like
Flipkart, Philips, etc.
NARROW TARGETING + HIGH FREQUENCY = AWARENESS

37. Case Study – Launch of MUMBAI operations

38. • The Milan subway in Mumbai apparently has a history of flooding during the
Monsoon season.
• So, Aircel when they launched in Mumbai, a mobile company, betting on an
almost sure thing, placed a billboard at the station with a real rescue boat tied to
it, its logo and the tagline “In case of Emergency, cut Rope”.
• On July 15, 2009 the bet paid up and the station was flooded. AIRCEL staff,
wearing tees with the company's logo was on hand to cut the rope and offer
"emergency" transport to the stranded commuters, in full camera view of course.
OVERVIEW ON LAUNCH PLAN – THE BIG IDEA
This is an old case study on how great ideas can give amazing results. It is important for students to understand, that you need to
have a great idea, not huge budgets to make noise and reach your target audience.

39. The Story Begins….

40. Milan Subway… just before start of monsoon in Mumbai

43. History Repeats Itself…On 15th July’09

44. Water Water Everywhere…

45. The Rope Was Cut……

48. We Are Happy To Help…Aircel

49. A Solution…And CSR

50. People Using “Aircel Boat”…That’s What They Called It !!

52. Reaching Destinations…

55. Aircel’s initiative on google search rating

56. • The company received quite a bit of "hero" press and was even held up as an example to the
Government agency BMC of how to prepare for an emergency.
• It was almost guaranteed the subway station would flood, leading to stranded and distressed
commuters, who would be willing to get in the boat and be "carried" to safety by men wearing
AIRCEL tees.
• With all the media present, the story could not be reported without the mention of AIRCEL and
the images communicate that the brand cares and is always there for customers, even in times of
emergency.
RESULT
ACHIEVEMENT
• Aircel prominent in all media coverage, which marked the entry of Aircel in Mumbai
• The PR agency prepared a presentation on the same and mailed to friends and also uploaded on
online forums.
• Aircel did not just advertised “Happy to Help” it showed this in their actions….

58. Ariel’s campaign #ShareTheLoad was founded on the burning issue of gender equality,
throwing light on some daily activities that the contemporary professional women are
indulged in. The film drew attentions to the uneven distribution of domestic labor.
OVERVIEW ON THE IDEA

59. THE CAMPAIGN
The first film drew attentions to the uneven distribution of
domestic labor. The film features two seniors acknowledging with
delight the evolving professional scenario of women, while
sharing how her daughter in law earns more than her son as she
is seen working in the background, just when her husband pokes
his head out asking her about not washing his green shirt. The
film ends with a question asking, Is laundry only a woman’s job?
#ShareTheLoad 2015
#ShareTheLoad 2016
Keeping this campaign as the face of the brand, the next
campaign was on similar lines only more progressive
when it portrayed a man’s vision of gender equality.

60. When both these films became a kick-starter to the campaign, the next leg involved communication through digital
platform where #IsLaundryOnlyAWomansJob trended on Twitter, YouTube.

62. 7
SOME ICONIC ADVERTISMENTS

63. Piyush Pandey

64. Piyush Pandey

65. Piyush Pandey

66. Alyque Padamsee

67. Prasoon Joshi