1

Walk through..
History

of advertising
Advertising in India
Hallmark events
Advertising mirrors the society

 Advertising

is like a Mirror of the society

It reflects the beliefs, values and the
behavior of the people
Hence the ads needs to be in the same
wavelength of its audience..
Advertisers needs to think like them, feel
what they feel, see things the way they see,
perceive things the way they perceive and
act like how they would act

 Advertisements

need effectively to connect

with its audience

Birth of Indian Advertising

1780

- James Augustus Hickey brought

out the first newspaper in India called
Calcutta General Advertiser or
Hickey's Bengal Gazette(Calcutta)

18th century The foundation

era
Ads

appear for the first time in print in

Hickey's Bengal Gazette

The

earliest ads:
Classified
Patent medicines
Ads by Retailers

Pre Independence
Press

advertisements largely imported

goods which had reached Indian shores

Retailers

like Spencer's, Army & Navy and

Whiteaway & Laidlaw called out to
consumers

The rise of agencies

1905-

B. Dattaram's, India's first advertising

agency, from Mumbai filled this vacuum

By

the 1920s, other agencies like Gujarat

Advertising and Allied Advertising had come
up

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1930s
The

talkies and radio

emerge as media
Colour movies
The

first Indian
advertising agency to
offer both creative
work as well as space
selling was Sista's
Advertising and
Publicity Services set
up by Venkatararao
Sista in 1934

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1940s
The

2nd World

War
Fight for
Independence
Launch of brands
like Lux, Pears,
Horlicks,Dalda

12

The first expatriate

agencies
Alliance Advertising set up during World War I (1914

18).

L.A. Stronach

D.J. Keymer

The first truly multinational agency was J Walter

Thomson (JWT) 1926

Levers International Advertising Service (LINTAS)

L.A. Stronach = Norvickson Advertising

Keymer =Benson=BOMAS =OB&M= O&M
(Caucutta branch of Keymer = Clarion) 1955

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1950s
Indian

advertising takes off

Industrial revolution in the Nehruvian era
1st survey of the rural market
Cinema advertising began
Indias First AD club was set up in Calcutta
Leading ad agency - Press Syndicate

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1960s

Advertising

to be Indian in thought and

content
Creativity was emphasized
Photography find increasing use
Professionalization within agencies
Indias

first Advertising Convention (1960)

1st Asian Advertising Congress at New Delhi
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Emergence

of Marketing
MRI (Market Rating Indices)
Shop Audits
NRS I and II
Focus on Research and data
generation

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1970s
Media

boom
Bouquet of
magazines
2nd Asian Advertising
Congress at New
Delhi
Marketing
concepts/efforts:
Lifestyle studies,
positioning
Rural marketing
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1980s
Aug

15th 1982 Colour TV introduced

Radio commercials introduced
Regional broadcasts, expansion of radio
Expansion and diversification of agencies
Colour Printing more popular
Public sector advertising
Formation of Indian chapter of International
Advertising Association

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1980s
Marketing

concepts/efforts:

NRS III by IMRB

sponsoring TV programmes

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1990s
FM

Radio
Emergence of
Satellite TV
CNN 1st channel to
be beamed to India
Star bouquet
Zee bouquet
Movie channels and
pay channels
DD Metro to counter
satellite channels
Internationalisation of
Advertising
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 Marketing

concepts/efforts:
DD Audience surveys
NRS IV ( 2 surveys ORG and IMRB-MARG)
NRS V
IRS survey
Consumer Tracking and Satisfaction studies
Emphasis on Brand Equity
Niche segmentation
Emphasis on Direct marketing

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2000s
Technological

breakthrough
The WWW ERA
The role of the advertising agency
changing to that of a marketing consultant
Marketing

concepts/efforts:

NRS VI
CAS
Web Advertising

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BR
AN
DS

Its
all
bout
Brands!

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What is the common seductive link between

Hollywood actor Paul Newman, Bollywood
actors Shah Rukh Khan and Aishwarya Rai
Bachchan and All India Anna Dravida
Munnetra Kazhagam chief J. Jayalalithaa?

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 They

have all tried selling a soap at some

point or the other....
And the soap is Lux, the premium beauty
soap from consumer products company HUL
Lux was
one of the
First foreign
brands to
Indi anise
themselves
- 1941

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Lux soap ad featuring

Leela Chitnis 1941

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HALLMARK EVENTS
1912-

ITC (then Imperial Tobacco Co. Ltd.)

launches Gold Flake
1939 First marketing campaign for a
vanaspati (cooking fat) brand called Dalda, by
LINTAS
1941 - Lux and Pears toilet soaps - First
foreign brands to Indianise themselves
1941 HTA coins the term Balanced nutrition
to make Horlicks more relavent to India
1950 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
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 1957-

Vividh Bharati kicks off

1962 - India's television's first soap opera
Teesra Rasta
1967 - First commercial appears on Vividh
Bharati
1978- First television commercial seen
1980- King-sized Virginia filter cigarette enters
market with brand name of 'Charms'
1982 -When television turned to colour
transmission abd Bombay Dyeing becomes the
first colour TV ad
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 1983

- Maggi Noodles launched to become

an overnight success
1984 - Hum Log, Doordarshan's first soap
opera in the colour era is born
1985-86 - 915 new brands of products and
services appearing on the Indian Market
1990 - Marks the beginning of new
medium Internet , go virtual with websites
& Internet advertising
1990 -Brand Equity (magazine) of The
Economic Times is born
1991- First India-targetted satellite
channel, Zee TV starts broadcast
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 1996-

The ad fraternity hits big time for

the first time by bagging three awards at
the 43rd International Advertising
Festival, Cannes
1996- Sun TV becomes the first regional
TV channel to go live 24 hours a day on
all days of the week

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 1995

- Advertising Club of Bombay calls its

awards as Abby
1997- Events assume important role in
marketing mix
Advertising on the Internet gains popularity
Reinventing of cinema -advertising through
cinema begins

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ADVERTISING & SOCIAL

REFLECTIONS

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Pre-1947, some
products such as
the 501 Special
Soap highlighted
the Swadeshi
angle, but
dropped it after
Independence

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34

Things To be Proud
of
Khajuraho[...]
wherever you go
they're good.
an old ad of Gold
Flake plain from
1960

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Quality that has

stood the test of
time
Wills Gold Flake
the best plain
cigarette you can
buy
- an ad for Wills Gold
Flake plain
from1970

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Gold Flake Filter Kings

Worth its length in
gold
Gold Flake Filter Kings
comes king size length
for
a really luxurious
smoke. More Virginia
tobacco for
more satisfaction. and
smoother too. Worth
its
length in gold - that's
Gold Flake Filter Kings
Wherever you go
they're good
[Rs.3.20 for 20. Rs
1.60 for 10]

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The tinkle of
crystal,
the sparkle of talk
and laughter...
and Gold Flake.
Great quality...
For the gracious
people
Gold Flake Filter
Kings
Quality that's
forever
- Gold Flake Filter
Kings ad from
1984.
(Agency: Clarion) 38

For gracious people

- Gold Flake Filter
Kings ad,
September 1987
man on the left is
actor Vijayendra
Ghatge
(Agency: Clarion)

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Pears ad from the

60s

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Lux soap ad featuring

Leela Chitnis 1941

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Saira
Banu and
Hema
Malini in
Lux ads.

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Zeenat Aman
in Lux soap
ad from
1980s

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Zeenat Aman
in Lux soap
ad from
1980s

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Madhuri Dixit in
Lux Ad

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The transforming India

Globalization
Emerging

Middle-Class Consumers
Changing Lifestyle and attitude of Consumers
Increasing literacy rate
Women empowerment
Children influence in buying decision making
Changing perspective of rural marketing in
India
Increasing penetration of mass media
Consumer awareness
Information revolution
An Enormous growth in international business
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Startling trends reflect in the

ads
Women

empowerment

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 Health

mania

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The

Voice of Children

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