It’s a captivating story—the story of India’s first advertisement. It’s the tale of how it shaped the economy and cultural landscape of the nation. It brought the first Indian advertising agency to India, ushering in an era of transformation for the country’s advertising media and businesses.

Advertisement in India Since the Past

The historical connection makes the Indian advertisement scenario heavily dependent on the colonial legacy. The British introduced India’s first newspaper, the Bengal Gazette or Calcutta General Advertiser, published by James Augustus Hicky in 1780. This is how advertising initially found its ground within the nation since the newspaper also served as an outlet for practical announcements like births and deaths, sales of furniture, and even the arrival of English ships for trading.

• Colonial Influence: Indian advertising is a product of the British colonial system, which reflects the country’s socio-political scenario at the time.
• The First Newspaper: The coming of the Bengal Gazette laid the foundation for print ads, and then innovation in print ads occurred.
• Act on Vernacular Press: 1876 marked a crucial point when the Indian and British press parted ways.
• Emergence of Local Newspapers: In their early years, The Times of India and Amrit Bazar Patrika were important newspapers that promoted advertising.
• Growth of Journalism: Newspaper development became a political podium during the struggle for independence, eventually paving the way for industrial journalism.

The year 1857 was crucial because it was when Indian and British newspapers began to differ. Then, news releases at local levels multiplied and further multiplied their advertisements. The press was no longer an indispensable tool of communication but also an employer, and with this, media significantly contributed to the growth of advertising.

How Newspaper Advertising Shaped the Early Days of Marketing in India

Communication evolved to become advertising over time. Indian agencies began with W.S. Smith in 1905, a pioneering agency that set out the formal framework for India’s advertising industry. After that, the number of agencies was exponential in all the available media channels.

• The Indian Advertising Agency: The first, started by W.S. Smith, established advertising as an industry in India.
• Print Media: Print ads started with classifieds alone and became complex advertisements over time.
• Culture Factor: Ads started changing consumer trends and gained visibility, thus creating social trends, too.
• Ad Uses Illustration: Ads are now using illustrations, making the advertisement prominent as the more impressions created, the higher it gets noticed.
• Revenue Source: Newspaper advertising became the lifeline for all publishers, enabling them to survive.

Print advertising found its place in India during the 18th century through newspapers. Initially, the advertisements were simple messages, but they later shifted to more creative and persuasive types. Advertising agencies started using illustrations with catchy headlines to attract more readers, which paved the way for further advertising campaigns.

The advent of brands such as Tata, Godrej, and Amul marked a new world in advertising. The group was now selling through advertisements in the newspapers. This marked the start of a very energetic mode of advertising that immensely shaped the Indian economy and society at large.

The Radio Era for Advertising Businesses

Radio and television breathed life into the Indian advertising scene in the early 20th century. The audiovisual medium presented brands with an unprecedented opportunity to reach a wider audience. In 1923, the first broadcast was sent out in India, marking the beginning of a new chapter in advertising.

• Introduction of Radio: The first broadcast launched by the Bombay Presidency Radio Club served to establish radio as a platform for advertisements.
• All India Radio: In 1936, All India Radio became a vast platform for radio advertising of brands.
• First Radio Advert: In the early 1930s, the first paid radio advertisement was broadcast in India, paving the way for future advertising activities.
• Consumer Engagement: The development of radio advertising began as simple announcements and evolved into complex campaigns that improved consumer engagement.
• Cultural Relevance: The adaptation of radio advertising reflected the changing dynamics of Indian consumerism.

Radio advertisement became common in India when All India Radio was established in 1936. The first paid advertisement on AIR became a landmark for Indian advertising. As more radios entered homes, audio messages began to be considered a means of reaching out to the target group.

Radio advertisements moved from announcements to jingles, endorsements, and narrative campaigns, which heavily influenced consumer behavior. Catchy slogans and engaging content enabled brands to create lasting connections with listeners, paving the way for the future of advertising in India.

Golden Age of TV Ads Begin

In the early 1960s, television advertising entered India, with Doordarshan as a prime distributor. As such, the Indian market was experiencing the most remarkable landmark shift ever, with this step in business firms’ promotion of their goods and services.

• Launched Doordarshan: Doordarshan was a new national distributor that helped create a breakthrough for television advertisement.
• Simplistic Beginnings: Early television commercials were simplistic but laid the base for future creativity in the medium.
• Iconic Campaigns: Some campaigns, like Surf Excel’s “Lalitaji,” succeeded and presented the potential of a story in advertising.
• Cultural Reflection: Indian society saw its reflection in the advertisements on television, which also had relatable characters and stories.
• Audience Engagement: As television is a visual medium, the audience engages with the commercials more intensely, aiding recognition.

Bulova Watches, the first television commercial on an Indian television channel in 1976, marked a change in the country’s advertising horizon. For instance, the Bulova advert carried this timeless message. What iconic advertisements have been used across campaigns? Perhaps one of the best-remembered ad campaigns of that period is Surf Excel’s “Lalitaji,” by a character who, with a believable homemaker in a telling narrative, told about the product’s value. Not only did that boost sales of Surf Excel, but it also caught the heart of Indian homes—thereby proving that the right mix of relatable characters sometimes brings about good advertisement.

As the television advertising industry grew, it began reflecting the depth and diversities of Indian society, therefore having a wide influence on consumer behavior and choices.

Out-of-home Advertising

India’s history dates back to the colonial period when British traders began hoardings to endorse their products. Even now, outdoor advertising is among the most important mediums through which brands reach the target market. The Indian ancestry of outdoor advertising could be traced as far back as the British colonial era.

• Print Billboards: The following line was hand-painted advertisements for consumer products in urban cities.
• Slogans and Jingles: The following developments were catchy slogans and memorable imagery campaigns for brands like Parle-G.
• Evolution of Technology: Outdoor media includes LED boards and interactive hoardings.
• Mobile Advertising: Mobile billboards and location-based advertisements are some of the most innovative forms of outdoor advertising.

Outdoor advertising, which used to consist of static hoardings, has changed greatly with the advancement of technology. LED boards and 3D advertising have changed the way brands connect with consumers. Interactive hoardings allow for real-time engagement with the audience, making outdoor advertising more dynamic and effective.

Mobile billboards are another way brands advertise on a vehicle. Still, GPS targets only a particular set of demographics, reaching consumers in real time and strengthening the outdoor campaign.

Urban landscapes are transforming, but the outdoor factor remains an integral part of the marketing strategy because it appeals to modern consumerism.

Indian Celebrity Promotions

In India, the history of celebrity endorsement goes back to the early 20th century. Then, worldwide celebrities Charlie Chaplin and Greta Garbo began endorsements. However, in India, this leaped significant strides forward when film personalities of Bollywood, as well as other television faces, arose.

• Cultural Aspect: Indian celebrities are near-gods in their domain.
• Celebrity Influence: Celebrity worship makes them outstanding influencers in advertisements.
• Market Growth: The celebrity endorsement market has grown at a stable rate, with a 10% CAGR, from 2007 to 2021.
• Diversity in Celebrity Endorsement: The trend is no longer limited to actors and actresses but includes sporting personalities and social media influencers.
• Brand Trust: It gives the brand instant awareness and creates customer trust.

This growing trend of celebrity endorsements in India signifies that pop culture is becoming more dominant in consumers’ decision-making. Pepsi and Coca-Cola, among others, have successfully leveraged the names of celebrities like Shah Rukh Khan and Deepika Padukone to tell great stories about their products.

With this continuous evolution of advertising in India, the role of celebrities in marketing would indeed integrate itself even more because celebrities provide a persona for the brand, leading to a stronger emotional bond between the consumers and the brand.

Final Thoughts

The advertisement journey of India reflects the changes in society, culture, and economy.

• Adaptation: The advertising industry continually adapts to the socio-political environment, which is vital for its growth.
• Technological Innovation: The advancements in technology have significantly transformed advertising methods.
• Cultural Reflection: Advertisements echo societal norms, values, and aspirations, creating a unique consumer landscape.
• Global Influence: Indian advertising is increasingly influenced by international trends, merging them with local contexts.
• Future Prospects: The evolution of advertisements in India is a testament to its dynamic nature, leading to a more connected and engaged consumer base.

The journey of Indian advertising from its colonial roots to its current globalized state tells a story of resilience and creativity. It offers a blueprint for understanding how the industry can continue to grow and innovate, leaving an indelible mark on future generations.

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