The document provides an overview of the advertising industry in India. It discusses how the industry has grown from small-scale to a full-fledged industry projected to be the second fastest growing market in Asia. It also outlines the major players in the Indian advertising market, including Dentsu Aegis Network and WPP. Furthermore, it explores the evolution of advertising over time from early print ads to the modern digital age, and how new technologies like Google AdWords changed the advertising landscape.

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PHOENIX & CO.
S L I D E D I Z E R
U L T I M A T E P R E S E N T A T I O N B U I L D E R

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What you call
'love' was invented
by guys like me.
To sell Nylons."
— Don Draper
“

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WITH
Osho Kharbanda
WELCOME TO
FASCINATING
WORLD OF
ADVERTISING

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ABOUT US
Entrepreneurial activities differ substantially depending on the type of organization and creativity
involved. Entrepreneurship ranges in scale from solo, part-time projects to large-scale
undertakings that create many jobs. Many high value entrepreneurial ventures seek venture capital
or angel funding in order to raise capital for building the business

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ABOUT US
Entrepreneurial activities differ substantially depending on the type of organization and creativity
involved. Entrepreneurship ranges in scale from solo, part-time projects to large-scale
undertakings that create many jobs. Many high value entrepreneurial ventures seek venture capital
or angel funding in order to raise capital for building the business

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Growth of advertising companies in India, Major players & jobs in advertising.
Advertising Industry In India
How did advertising as we know it evolve, & what future might hold for advertisers.
Past, Present & Future of Advertising
How Big ideas of advertising come into being.
Famous Campaigns & Case studies
A digital case study.
Digital the way forward
CONTENTS

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SNAPSHOT
The Indian advertising industry has evolved from
being a small-scaled business to a full-fledged
industry. The advertising industry is projected to be
the second fastest growing advertising market in Asia
after China
GROWTH STORY
It is estimated that by 2018, the share of ad spend in India’s Gross Domestic
Product (GDP) will be around 0.45 per cent.
GOVERNMENT SUPPORT
Advertising expenditure is likely to increase in the financial sector, driven by
Reserve Bank of India (RBI) policies which could result in a more favourable
business environment. Also, proposed licences for new banks and better
market sentiments render the advertising and marketing industry in India a fertile
space.
ADVERTISING INDUSTRY IN INDIA

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Rs. 51,365 crore
(US $7.61 B)
India’s Advertising industry is expected to grow at a rate of 16.8 per cent year-on-year to Rs 51,365 crore
(US$ 7.61 billion) in 2016#, buoyed by positive industry sentiment and a strong GDP growth of 7 per cent
and above.
MARKET SIZE

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RADIO
10%
DIGITAL
11%
TV
38%
PRINT
41%
MARKET BREAK UP

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MARKET SIZE-DIGITAL
33%
DIGITAL GROWTH
India's digital advertising market has grown at a fast pace of
33 per cent annually between 2010 and 2015, while the
spend as a percentage of total advertising increased to 13
per cent or nearly US$ 1 billion in 2015.
FUTURE IS DIGITAL
The Internet's share in total advertising revenue is anticipated to grow twofold from eight per cent in 2013 to 16 per cent in 2018.
Online advertising, which was estimated at Rs 2,900 crore (US$ 429.9 million) in 2013, could jump threefold to Rs 10,000 crore (US$
1.48 billion) in five years, increasing at a compound annual rate of 28 per cent.
It is interesting to note that Indians paid Rs 25,200 crore (US$ 3.74 billion) to access the Internet in 2013, a figure greater than the
Rs 22,300 crore (US$ 3.3 billion) that print medium garnered in subscription and advertising.

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MAJOR
PLAYERS

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Wire and Plastic
Products
CEO Martin sorrell

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Owns 3 of top 7 advertising agencies in India & 406 Marketing &
Advertising companies worldwide.

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JOBS IN ADVERTISING
Broad career path that you can take with an advertisement
agency.
COPYWRITERS ART DIRECTORS ACCOUNT EXECUTIVE RESEARCHERS
Not most visible but most
important.
Trained in film, layout,
photography and typography.
Deal with clients, Co-ordination
with internal teams & act as a
first line of communication
between client & agency.
write readable reports for
creative people who are allergic
to research

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JOBS IN ADVERTISING
Person 1: “What business are you in?’
Person 2: ’Engineer. You?’
Person 1: ‘I’m an account executive in an ad agency.’
Person 2: ‘You write the ads?’
Person 1: ‘No, copywriters do that.’
Person 2: ‘That must be a fun job.’
Person 1:’ It’s not that easy. We do a lot of research.’
Person 2: ‘You do the research?’
Person 1:’ No, we have research people for that.
Person 2: “Do you bring in the new clients?’
Person 1:’ That’s not my job.’
Person 2: ‘Forgive me, but what is your job?’
Person 1:’ Marketing.’
Person 2: ‘You do the marketing for the clients?’
Person 1:’ No, they do it themselves.’
Person 2: ‘Are you in management?’
Person 1: ’No, but I soon will be.”
Excerpt From: David Ogilvy. “Ogilvy on Advertising.” iBooks.

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PAST, PRESENT & FUTURE

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In the beginning
there was print...
In the end of the 1800s, during the industrial revolution, products
became more and more commoditised and manufacturers now
had to advertise to thousands in order to sell the inventory they
had produced. That is when larger scale advertising as we know it
today began. At the time ads were often in black and white, line-art
and text.
Consider that at the time the “noise” level was pretty low so any
promise that would offer a better life was welcome.
And they worked, meaning they generated more sales, if they
didn’t the whole field of advertising would never have continued to
exist.

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Then color...
Fast forward to the 1920s, color printing of magazines had
progressed. Advertising had already evolved a lot. Large
illustrations, art-deco style, were capturing readers attention all
over the world. Though varying in quality and emotional impact it
was already a long way from the black and white, line-art ads we
had before.
After a bit of deception sales probably started to slow down and
something else had to be invented.

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Then emotional impact and the
creative revolution changed the
game...

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The perfect team
Entrepreneurial activities differ substantially depending on the type of organization and creativity
involved. Entrepreneurship ranges in scale from solo
Element One
Entrepreneurial activities differ substantially depending on the type of organization and creativity
involved. Entrepreneurship ranges in scale from solo
Element Two
Entrepreneurial activities differ substantially depending on the type of organization and creativity
involved. Entrepreneurship ranges in scale from solo
Element Three

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Now comes the first big change in advertising, the 1960s, now comes emotional impact. I would say that until then we’ve had “reason”
advertising. Trying to convince people with reason that they should buy something. While this may work, it’s not very efficient. Emotion
is what drives action, not always the right action but action all the same.
mainly because of advertising geniuses such as David Ogilvy, Bill Bernbach, Leo Burnett and the others from the Creative Revolution
changed the advertising world.
Nothing Much was changed until 1960

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And then there was intent...
In 2000 Google launched AdWords and that changes
the advertising landscape dramatically. How does a
small text-based ad containing some 250 characters
change everything? In one word, intent.
Suddenly advertising could be served to you when
you were looking for that product/subject.
More precise ad delivery, at the exact moment when you were looking for the product. It couldn’t get much better.

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BIG IDEA
It will help you recognise a big idea if you ask yourself five questions:
1 Did it make me gasp when I first saw it?
2 Do I wish I had thought of it myself?
3 Is it unique?
4 Does it fit the strategy to perfection?
5 Could it be used for 30 years?
“It takes a big idea to attract the attention of consumers and get them to buy
your product. Unless your advertising contains a big idea, it will pass like a
ship in the night.” :- David Ogilvy

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When you’re No.2 you
try harder or else…
Leo Burnett’s
Marlboro Man
JANE DOE JOHN DOE
Write here something about Write here something about
SOME BIG IDEAS
Loudest Noise in
Rolls-Royce
Think Small

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Digital The way forward

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Thank you