Journey Of Advertising In India
Indian advertising has grown to its maturity and become very professional. We have advertising clubs in each of the major metropolitan cities and have as many as about five hundred advertising agencies vying with each other in wooing large accounts. Today the gross billing of the advertising business has increased from Rs. 10 crore in 1995 to about 25000 crore in 2010. This was possible because of the phenomenal growth of such media as television, radio and cinema in addition to the large number of new products introduced as a result of the industrialisation and economic development of the country. Newspapers and magazines alone registered an impressive increase during the last two decade. Internet has emerged as a medium of the new millennium.
But Indian advertising has yet to shed its elitist urban image and open up the vast rural market. Indian cultural diversity poses a huge communication challenge, but this should not be used as an excuse to play to the gallery. Against this backdrop, it is worth mention what Times of India supremo Samir Jain is reported to have said in a seminar that he is not very particular whether his reader reads his newspaper but he is keen that he delivers his advertiser to the buyer of his product. That is the new paradigm shift in Indian advertising today. The difference between advertising and journalism is changing fast.
Earlier the editor didn’t care from where the money came to bring out his newspaper. Today, he is called the editor of a particular market space like editor, Delhi market. This credit line goes in the print line. There are many editors who help their marketing department to sell space. There are correspondents who organise supplements of their newspaper with the help of state governments and union ministries. The newspapers like Hindustan Times and Times of India bring out daily supplements on fashion and lifestyle where write-ups on consumer non-durables are followed by the marketing departments.
At another level the advertisements have become bolder and more beautiful. Nothing is being left for imagination in the advertisements of condoms and some lipstick and male briefs brands. Such advertisements are being shown on TV and printed in newspapers as well. Even children get exposed to them who in turn ask embarrassing questions. The business of advertising in India has also touched an unprecedented high. There is a mad race for a slice in this big pie. Every day there is a new media outfit ogling at this booty. Thus, the story of advertising is being rewritten by the Indian media. This book takes a closer look at these changes. The book discusses advertising in details. The topics discussed are advertising, history, changing face and ethics, scanning advertisements, advertising media, agency impact, sex in advertising, advertising and portrayal of women, impact of advertising on rural India, targeting the consumer, importance of business communication. A very informative book on advertising in India.
By Ashok Kumar