Growth of Advertising in India
Transcript of Growth of Advertising in India
GROWTH OF ADVERTISING IN INDIA
Age of Print
Mid 1400s
1600s Newspapers emerge
1655 First use of the term ‘advertising’
1850s Industrial Revolution and Emergence of Consumer Society1900s Modern Advertising Era
1914 - 1917 Age of Agencies
1950s TV becomes important advertising medium
1960s The Creative Era
1980s– 1990s Mergers, globalization
Accountability Era
1990s– 2000s IMC, niche marketing, growth of interactive technology, relationship marketing, mass customization
EVOLUTION OF ADVERTISING
The Pre-industrial Age (up to start of 19th century)
The Industrializing Age (To WW1)
The Industrial Age (1900’s to 1970s)
The Post Industrial Age (Starting 1980)
The Global Interactive Age
HISTORICAL ROLES OF ADVERTISING
Concrete advertising history begins with classified advertising
Ads appear for the first time in print in Hickey's Bengal Gazette.
India's first newspaper (weekly) Studios mark the beginning of advertising created in India (as opposed to imported from England) Studios set up for bold type, ornate fonts, more fancy, larger ads
Newspaper studios train the first generation of visualisers & illustrators
18TH CENTURY
Major advertisers: Retailers like Spencer's, Army & Navy and Whiteaway & Laidlaw
Marketing promotions: Retailers' catalogues provided early
Example
Ads appear in newspapers in the form of lists of the latest merchandise from England
Patent medicines: The first brand as we know them today were a category of advertisers Horlicks becomes the first 'malted milk' to be patented on 5th June 1883 (No. 278967).
A Coca-Cola advertisement from the 1890s
1905 B Dattaram & Co claims to be the oldest existing Indian
agency in Girgaum in Bombay 1912
ITC (then Imperial Tobacco Co. Ltd.) launches Gold Flake 1920s
Enter the first foreign owned ad agencies Gujarat Advertising and Indian Advertising set up Expatriate agencies emerge: Alliance Advertising, Tata
Publicity LA Stronach's merges into today's Norvicson Advertising D J Keymer gives rise to Ogilvy & Mather and Clarion
THE 1900S
1925 LR Swami & Co, Madras
1926 LA Stronach & Co (India) Pr. Ltd, Bombay starts Agency called
National set up for American rather than British Advertisers American importers hire Jagan Nath Jaini, then advertising
manager of Civil and Military Gazette, Lahore. National today is stillrun by Jaini's family
Beginning of multinational agencies J Walter Thompson (JWT) opened to service General Motors
business1928
BOMAS Ltd (Formerly DJ Keymer & Co Ltd) set up 1929
J Walter Thompson Co Pr. Ltd formed
1920s coke ad
1931National Advertising Service Pr. Ltd. Bombay set up -
Universal Publicity Co, Calcutta formed 1934
Venkatrao Sista opens Sista Advertising and Publicity Services as first full service Indian agency
1935 Indian Publicity Bureau Pr Ltd, Calcutta established
1936 Krishna Publicity Co Pr. Ltd, Kanpur begins operations Studio Ratan Batra Pr. Ltd, Bombay established Indian Broadcasting Company becomes All India Radio (AIR)
1938 Jayendra Publicity, Kolhapur started
1939 Lever's advertising department launches Dalda - the first
major example of a brand and a marketing campaign specifically developed for India
The Press Syndicate Ltd, Bombay set up
INDIAN AGENCIES, FOREIGN ADVERTISING IN THE THIRTIES
1930 commercial ad of coca cola
1940 Navanitlal & Co., Ahmedabad set up
1941 Lux signs Leela Chitnis as the first Indian film actress to
endorse the product Hindustan Thompson Associates (HTA), the current incarnation
of JWT, coins the Balanced Nourishment concept to make Horlicks more relevant to India
Green's Advertising Service Agents, Bombay formed1943
Advertising & Sales Promotion Co (ASP), Calcutta established 1944
Dazzal, Bombay comes into existence - Ranjit Sales & Publicity Pr. Ltd, Bombay started
1945 Efficient Publicities Pr. Ltd, Madras set up Tom &Bay (Advertising) Pr. Ltd., Poona begins operations in
India
INDIANISING ADVERTISEMENTS IN THE FORTIES
1946 Eastern Psychograph Pr. Ltd., Bombay set up - Everest
Advertising Pr. Ltd, Bombay established 1947
Grant Advertising Inc, Bombay formed - Swami Advertising Bureau, Sholapur started
1948 RC Advertising Co, Bombay set up - Phoenix Advertising
Pr. Ltd, Calcutta formed
A Fabulous 1950's Commercial for Coca-Cola (Coke) (No 4)
1950s 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 1952
Shantilal G Shah & Co, Bombay 1954
Advertising Club, Mumbai set upExpress Advertising Agency, Bombay India Publicity Co. Pr. Ltd., Calcutta
1956 Aiyars Advertising & Marketing, Bombay - Clarion
Advertising Services Pr. Ltd, Calcutta 1957
Vividh Bharati kicks off 1958
Shree Advertising Agency, Bombay 1959
Associated Publicity, Cuttack
CORPORATE ADVERTISING IN THE FIFTIES
1959 coca cola ad
1960 Advertising Accessories, Trichur started Marketing Advertising Associates, Bombay set up
1961 Industrial Advertising Agency, Bombay comes into
existence Bal Mundkur quits BOMAS to set up Ulka the same year
1962 India's television's first soap opera Teesra Rasta enthralls viewers
1963 BOMAS changes names to SH Benson'sStronach's absorbed into NorvicsonLintas heading for uncertaintyLevers toying with giving its brands to other agenciesNargis Wadia sets up InterpubWills Filter Tipped cigarettes launched and positioned as
made for each other, filter and tobacco match
CREATIVE REVOLUTION IN THE SIXTIES
1965 Kersey Katrak sets up Mass Communication and Marketing
(MCM) 1966
Government persuaded to open up the broadcast mediaAyaz Peerbhoy sets up Marketing and Advertising
Associates(MAA)1967
First commercial appears on Vividh Bharati 1968
Nari Hira sets up Creative Unit - India wins the bid for the Asian Advertising Congress
1969 Sylvester daCunha left Stronach's to run ASP; later sets up
daCunha Associates 1970
Frank Simoes sets up Frank Simoes Associates
Colgate commercial (1960's)
1970-1978 National Readership Studies provided relevant data
on consumers' reading habits 1970
Concept of commercial programming accepted by All India Radio
Hasan Rezavi gives the very first spot on Radio Ceylon
1971 Benson's undergo change in name to Ogilvy, Benson
& Mather 1972
Western Outdoor Advertising Pvt Ltd (WOAPL) introduces first closed circuit TV (CCT) in the country at the race course in Mumbai
1973 RK Swamy/BBDO established
1974 MCM goes out of businessArun Nanda & Ajit Balakrishnan set up Rediffusion
THE PROBLEMATIC SEVENTIES
1975 Ravi Gupta sets up Trikaya Grey
1976 Commercial Television initiated
1978First television commercial seen
1979Ogilvy, Benson & Mather's name changes to Ogilvy
& Mather
Old Coca-Cola ad Look for the Real Things (1975)
1980 Mudra Communications Ltd set upKing-sized Virginia filter cigarette enters market with brand name
of 'Charms’1981
Network, associate of UTV, pioneers cable television in India 1982
The biggest milestone in television was the Asiad '82 when television turned to colour transmission
Bombay Dyeing becomes the first colour TV ad13th Asian Advertising Congress in New DelhiMedia planning gets a boost
1983 Maggi Noodles launched to become an overnight successCanco Advertising Pvt. Ltd. FoundedManohar Shyam Joshi's Hum Log makes commercial television
come aliveMudra sponsors first commercial telecast of a major sporting
event with the India-West Indies series
GLUED TO THE TELEVISION IN THE EIGHTIES
1984 Hum Log, Doordarshan's first soap opera in the colour era is born -
Viewers still remember the sponsor (Vicco) of Yeh Jo HaiZindagi! 1985
Mudra makes India's first telefilm, Janam 1985-86
915 new brands of products and services appearing on the Indian Market
1986 Sananda is born on July 31. The Bengali magazine stupefies India by
selling 75,000 copies within three hours of appearing on the newsstands.
Mudra Communications creates India's first folk-history TV serialBuniyaad. Shown on DD, it becomes the first of the mega soaps
Price quality positioning of Nirma detergent cakes boost sales1988
AAAI's Premnarayan Award instituted 1989
Advertising Club Bombay begins a biennial seminar called'Advertising that Works'
Advertising & Marketing (A&M) magazine launched
Coke Coca-Cola - Australian TV commercial (1980)
1990 Marks the beginning of new medium InternetAgencies open new media shops; go virtual with websites and Internet advertisingBrand Equity (magazine) of The Economic Times is born
1991 First India-targetted satellite channel, Zee TV starts broadcast Close on the throes of the Gulf War enters STAR (Satellite
Transmission for Asia Region)1992
Spectrum, publisher of A&M, constitutes its own award known as 'A&M Awards‘
Scribes and media planners credit The Bold And The Beautiful serial on STAR Plus channel as a soap that started the cultural invasion
TECH SAVVY IN THE NINETIES
1993 India's only advertising school, MICA (Mudra Institute of
Communications Ahmedabad), is born Tara on Zee TV becomes India's first female- centric soap
1995 Advertising Club of Bombay calls its awards as AbbyCountry's first brand consulting firm, SABRE (Strategic
Advantage for Brand Equity) begins Operations1996
The ad fraternity hits big time for the first time by bagging three awards at the 43rd International Advertising Festival, Cannes
Sun TV becomes the first regional TV channel to go live 24 hours a day on all days of the week
1997 Media boom with the growth of cable and satellite; print
medium sees an increase in titles, especially in specialised areas
Government turns towards professional advertising in the private sectorfor its VDIS campaigns
Army resorts to the services of private sector agenciesAdvertising on the Internet gains popularityEquitor Consulting becomes the only independent brand
consultancycompany in the country
Several exercises in changing corporate identity
contd…
For the first time ever, Indians stand the chance of winning the $ 1-million booty being offered by Gillette as part of its Football World Cuppromo 1998
Events assume important role in marketing mixRise of software TV producers banking on ad industry talentReinventing of cinema -advertising through cinema begins
1998Lintas becomes Ammirati Puri Lintas (APL)
1999B2B site agencyfaqs.com launched on September 28, 1999The Advertising Club Bombay announces the AdWorks Troph
Coca cola commercial 1990
2000 Mudra launches magindia.com - India's first advertising and
marketing GalleryLintas merges with Lowe Group to become Lowe Lintas and
Partners (LLP) bigideasunlimited.com - a portal offering free and fee ideas for
money launched by Alyque Padamsee and Sam MathewsGame shows like Kaun Banega Crorepati become a rage; media
buying industry is bullish on KBCKyunki Saas Bhi Kabhi Bahu Thi marks the return of family-
oriented soap on TVFrench advertising major Publicis acquires Maadhyam
IN THE NEW MILLENNIUM
2001 Trikaya Grey becomes Grey WorldwideBharti's Rs 2.75-crore corporate TV commercial,
where a baby girl is born in a football stadium, becomes the most expensive campaign of the year
2002 Lowe Lintas & Partners rechristened Lowe
Worldwide
Coca-Cola Invisible Bottle TVC
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