Advertising In India

Archive for March, 2009

Advertising as a Romance…

Posted by advertisinginindia on March 31, 2009

14490393_slide11Advertising, in its profound and deep sense of the term, reminds you of all the embroidered drama, inflated emotions, mellifluous jingles and colourful myriad pictures that form a beautiful collage of incidents and brands and consumer and the beautiful relationship of romance that they share is manifested through this patchwork.

Take a brand like Cadbury’s; won’t you say you love Cadbury’s? Won’t you feel close to this brand – something that you are possessive about, something that you can identify with and feel comfortable with? And how! Imagine a situation where Cadbury would not have been advertised! Would you feel the same connection that you feel right now? No! Somewhere – lines like ‘kuch khass hai zindagi mein’, ‘Asli swaad zindagi ka’, ‘khaanewalon ko khaane ka bahana chahiye’, ‘rishton ki mithaas’ etc have etched in our minds. We feel nostalgic when we recollect the girl dancing on the cricket field in the Cadbury ad, our mouth waters when we recollect the swirling melting chocolate shown just before the Cadbury pack shot… Thus advertising is that magical elixir of romance that creates the sparks between the brand and the consumer. Since ages, advertising is used as a medium of communication. However, today this medium is not just that. It is a means to feel emotions, indulge with the brands, create rippling effects on the consumer and above all make them feel warm, special and important.

Advertising takes the consumer through that romantic journey where the consumer first gets acquainted with the brand, then tries to find more information about the product, makes the first purchase, expresses his likes and dislikes, and after he likes, he becomes a brand loyal customer. Later discounts and other offers make him feel special and wanted and thus the romantic journey of the brand and the consumer carries on for the rest of the life.

When one considers high involvement products like a car or a diamond set, people collect more information as they are in the process of making a purchase decision. One can just imagine the quixotic, dreamy and indulging process of a woman buying a diamond set (say for instance Nakshatra diamond). Since it is popularly and truly said that diamonds are women’s best friend – the romantic buying journey is even more exciting. The lavish and extravagant Aishwarya Rai Nakshatra diamond TVC creates the first bounce of mawkish feelings towards the brand as we repeatedly see the ad with glaring eyes. It is not just wishful and dreamy but establishes a space in your heart that lightens up every time you see the ad. Just imagine the sentiments in the consumer’s heart when he or she has just bought Nakshatra diamond earrings. It is this particular feeling that advertising slogs to create in the heart of the consumers. It is that moment when you come home and adore yourself in the mirror with those earrings and the happiness you feel is the same when you are being loved by your special someone…

Many criticize that advertising lures customers into a pit of false dreams and hopes. But doesn’t advertising offer a stage for you to romance with your favorite brands, watching them evolve, feeling connected with the characters in the ad, dancing with imaginations about the product, flaunting your purchases, loving your brands, creating long lasting relationships with things you use, feeling nostalgic, experiencing emotions and above all making you feel so special against the rest of the world!

Advertising is truly a romantic indulgence!

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Television Advertising in India

Posted by advertisinginindia on March 30, 2009

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Television advertising in India has is one of the fastest growing markets in the Asia Pacific regions of the globe. Since the Indian television is on a threshold of a major technological change, with new distribution technologies like digital cable, DTH (Direct- to – home) and IPTV (Internet Protocol television), television on advertising is surely going to take on a new role. Because of the increased interactivity in content and niche programming styles catering to very specific target groups, advertising on television too is going to be more focused and will definitely draw more eyeballs. Moreover, today, TV enabled mobile handsets are gaining popularity in India. This might change the nature of TV advertising. Bharti, Vodafone and Reliance will provide their channels on mobile handsets. Times Now, a 24 hours news and current affair channel from the Times Group was first launched on Reliance mobiles and then on the regular TV sets. Reality formats are popular amongst television and they lay emphasis on audience interaction. SMS voting and in-programme advertising has become a key ingredient in most of these shows. This too gives new scope of advertising. Because of the increased audience fragmentation, both the advertisers and the broadcasters are constantly on their toes.

Also, the launch of six DTH platforms in India will create innovative advertising spaces. In fact the incoming of the DTH services in India is being viewed as a healthy development for the advertising and the television industry. There has been a 29% growth in TV advertising in during the first quarter of 2008. Hindustan Unilever Ltd. was the number one television advertiser during the first quarter of 2008. At the same time, many companies are refraining to use this medium because of the clutter and lack of focus in the medium.

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Advertising in India: in 2000’s and till now…

Posted by advertisinginindia on March 29, 2009

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In the 2000s, ad agency Lintas merged with Lowe Group to become Lowe Lintas and Partners (LLP) and Trikaya Grey becomes Grey Worldwide. Game shows like Kaun Banega Crorepati became a rage. Bharti’s Rs. 2.75-crore corporate TV commercial, where a baby girl is born in a football stadium, became the most expensive campaign of the year.

Kyunki Saas Bhi Kabhi Bahu Thi marked the return of family- oriented soap on TV and the popularity of these soaps gave a new boost to TV advertising.

Today in India, the scope for advertising has progressed considerably although the Indian advertising spends as a percentage of the Gross Domestic Product (GDP) is still abysmally low (at 0.34 %) as opposed to other developed and developing countries. Advertising revenues are vital for the growth of Entertainment and Media (E&M) industry in India. These low ad spends are an immense potential for growth. This can be seen through the development of so many new mediums of advertising in recent years. Current advertising revenues are estimated to be about 200 billion for 2008.

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Advertising in India: History

Posted by advertisinginindia on March 28, 2009

jabakusumx The dawn of Indian Advertising marked its beginning when hawkers called out their wares right from the days when cities and markets first began. It was then that the signages, the trademarks, the press ads and the likes evolved.

Concrete advertising history began with classified advertising. Ads started appearing for the first time in print in Hickey’s Bengal Gazette which was India’s first newspaper. Studios mark the beginning of advertising created in India as opposed to being imported from England. Studios were set up for bold type, ornate fonts, fancier, larger ads. Newspaper studios trained the first generation of visualizers and illustrators

Major advertisers during that time were retailers like Spencer’s, Army & Navy and Whiteaway and Laidlaw. Retailers’ catalogues that were used as marketing promotions provided early example. Patent medicines: The first brand as we know them today was a category of advertisers. Horlicks becomes the first ‘malted milk’ to be patented in1883.

B Dattaram and Co. claims to be the oldest existing Indian agency in Mumbai which was started in 1902. Later, Indian ad agencies were slowly established and they started entering foreign owned ad agencies. Ogilvy and Mater and Hindustan Thompson Associate agencies were formed in the early 1920s. In 1939, Lever’s advertising department launched Dalda – the first major example of a brand and a marketing campaign specifically developed for India. In the 1950s, various advertising associations were set up to safeguard the interests of various advertisers in the industry. In 1967, the first commercial was aired on Vividh Bharati and later in 1978; the first television commercial was seen. Various companies now started advertising on television and sponsoring various shows including Humlog and Yeh Jo Hai Zindagi.

In 1986, Mudra Communications created India’s first folk-history TV serial Buniyaad which was aired on Doordarshan; it became the first of the mega soaps in the country. Later in 1991, First India-targetted satellite channel, Zee TV started its broadcast. 1995 saw a great boom in media boom with the growth of cable and satellite and increase of titles in the print medium. This decade also saw the growth of public relations and events and other new promotions that various companies and ad agencies introduced. Advertising specific websites were born, one of them being agencyfaqs now known as afaqs.

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