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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