From Recall to Relevance: A Brief History of Advertising in India

The history of advertising in India dates to the early 20th century when advertising was primarily done via print media. The earliest form of advertising in India can be traced back to January 29, 1780, when the first advertisement was published in India’s first newspaper called "The Bengal Gazette" (weekly). It was also known as the “Calcutta General Advertiser” or simply “Hicky’s Gazette” penned after James Augustus Hicky, the founder and publisher.

The advertisement until the 18th century essentially meant sharing information on important events and the early newspaper were sharing information such as the arrivals of ships from England, the sale of household furniture, the deaths of important figures, etc.

However, it was not until the 1920s that the modern advertising industry began to take shape in India. ?

Fun Fact:

The first-ever written ad was created in 3000 BC by a slaveholder to find the runaway slaves and promote their weapon shop. It was a Papyrus found in the ruins of Thebes, Egypt.

Here’s the full transcript translation made by James Playsted Wood:

“The man-slave, Shem, having run away from his good master, Hapu the Weaver, all good citizens of Thebes are enjoyed to help return him. He is a Hittite, 5' 2" tall, of a ruddy complexion and brown eyes. For news of his whereabouts, half a gold coin is offered. And for his return to the shop of Hapu the Weaver, where the best cloth is woven to your desires, a whole gold coin is offered.”

Early Days of Advertising in India

In the early days, advertising in India was primarily done through print media. The first advertising agency, J. Walter Thompson, was established in Mumbai in 1929 and was responsible for creating advertisements for some of the biggest brands of the time, including Ponds and Lever Brothers. The agency started with print advertisements in newspapers and magazines, and its success prompted other agencies to follow suit.

The first Indian Ad Agency, the Indian Advertising Agency, was launched in the same period riding the waves of two main events; The Swadeshi Movement (1907-1911), which gave rise to indigenous industries, and the second, was the installation of the first rotary linotype machine by the Statesman of Calcutta in 1907.

The later period of the 1930s and 1940s saw the emergence of cinema advertising, where ads were played before the start of a movie. The emergence of radio stations and television in the advertising landscape marked a new era, with over 30% of the world's population using them by the 20th century's start. This led to more personalized advertising, with direct communication between brands and consumers.

Radio advertising launched in 1922 and was highly successful in allowing businesses to convey their unique selling points to consumers. Advertisers paid radio stations to broadcast ads to their audience.

The first television commercial aired in 1941, and it was ten seconds long, and seen by 4,000 people in New York. Bulova Watch Company created the ad.

This event marked the Golden Age of Advertising, where businesses invested heavily in ads to showcase their brand's uniqueness and attract their target audience's attention.

In India, Radio broadcasting was started in 1927 (but commercial broadcasting was introduced only in 1967 by the All-India Radio in Bombay, Nagpur, and Pune stations on an experimental basis) and it proved to be a game-changer. Businesses could convey their unique selling propositions directly to consumers, and advertisers started paying radio stations to broadcast their advertisements to the listening audience.

Television advertising made its debut in India in 1976 with the launch of Doordarshan. Since then, it has grown significantly, with the emergence of private television channels. In 2021, India had over 197 million TV households, making it the second-largest TV market globally.

• The first television advertisement came out in the United States on July 1 in the year 1941. It was for Bulova watches, and it aired before the beginning of a baseball game in New York.
• The first television advertisement in the United Kingdom came out on September 22 in the year 1955.
• The first television advertisement in Asia appeared on Nippon Television in Tokyo on August 28 in the year 1953.
• The first television advertising that appeared in India was on January 1 in the year 1976 for Gwalior Suiting.?

?(The Indian advertising industry's market size reached around INR 743 billion in 2022, with digital advertising accounting for the largest share of the market.)

OOH! Advertising

OOH (Out-of-home) advertising as the name aptly suggest is a type of advertising that targets consumers when they are outside of their homes. It is an effective way to reach a large number of people and create brand awareness. OOH advertising has evolved over the years and today there are several types of OOH advertising in India.

Billboards: Billboards are one of the oldest and most common forms of OOH advertising. They are large outdoor advertising structures placed in high-traffic areas, such as highways, bus stops, and busy streets.

The first billboard in India was set up in Mumbai in 1905 by The Times of India.

Fun Fact:

Though it might be debatable according to Gajavelly, billboards originated in ancient India, and a 'signboard' or 'billboard' estimated to be up to 8000 years old was discovered in the city of Dholavira.

Transit Advertising: Transit advertising is a type of OOH advertising that targets consumers on the move, such as on buses, trains, and taxis.

The first transit advertising in India was introduced in 1972 by Mumbai's BEST (Brihanmumbai Electric Supply and Transport) buses.

Street Furniture Advertising: Street furniture advertising includes advertising on benches, bus shelters, and other street furniture. This type of advertising is particularly effective in urban areas where there is a high footfall.

The first street furniture advertising in India was introduced in the late 1980s.

Digital OOH Advertising: Digital OOH advertising is a newer form of advertising that uses digital displays instead of traditional billboards. These displays can be interactive and allow for real-time content updates.

The first digital OOH advertising in India was introduced in 2005.

Ambient Advertising: Ambient advertising involves placing ads in unexpected locations or using unusual objects to convey a brand message.

The first ambient advertising campaign in India was launched in 2006 by Hindustan Unilever for its Axe brand.

In-Store Advertising: In-store advertising targets consumers inside retail stores and shopping malls. This type of advertising can include product displays, signage, and digital displays.

The first in-store advertising in India was introduced in the early 1990s.

The Golden Age of Advertising in India

The 1980s and 1990s are considered to be the golden age of advertising in India. This was the time when the Indian economy was liberalized, and foreign companies started investing in India. Advertising agencies were quick to tap into this opportunity and started creating memorable ads that resonated with the Indian audience.

Some of the iconic ads of this era include the Amul girl, the Liril girl, and the Onida devil. These ads not only helped brands establish a strong presence in the Indian market but also became a part of Indian pop culture.

The Amul girl sketched by art director Eustace Fernandes for daCunha Communications led by Sylvester da Cunha in 1966, is one of the most memorable Indian advertising icons. The Amul girl is a cartoon character who appears in advertisements for Amul butter.

She is known for her witty one-liners and has remained a constant fixture in the Indian advertising landscape for over five decades.

The Liril girl, created in the 1970s, was another iconic Indian advertising character (Karen Lunel, the original Liril girl). The character was known for her refreshing shower scenes in the waterfall and her catchy jingle "La La La La Liril".

The Liril girl became an instant hit and helped establish Liril as a brand that represented youthfulness and freshness.

Fun Fact: ?Liril ad became so popular that the Pambar Falls in Kodaikanal became known as the Liril falls.

The Onida devil, created in the 1980s, was a unique advertising icon. The Onida devil was a character that appeared in Onida television ads and was known for his catchy tagline "Neighbor’s envy, owner's pride".?

The Onida Devil became an instant hit and helped establish Onida as a brand that represented quality and innovation.

Advertising in the Digital Age

The rise of the internet and social media has brought about a significant change in the advertising industry. Digital advertising has become an important part of the marketing mix, and brands are using social media platforms to reach out to their target audience. The introduction of smartphones and the increase in internet penetration has made it easier for brands to create engaging content and reach out to a wider audience.

Today, Indian advertising agencies are creating some of the most innovative and creative ads in the world, winning accolades at international award shows.

But with the advent of the digital age, there was a paradigm shift in the audience’s behavior and how they consume content and interact with it. This was like a totally alien playground for most traditional marketers and advertisers as now the consumers had the superpower to actively interact with their content, provide feedback, expose false claims and promises, and recommend it to thousands of people with a single tap of a button.?

How Audience Turned from Mere Consumers to Participants

As we have seen in the past, advertising was a one-way street where brands would create ads and push them out to the audience. The audience was seen as mere consumers who were expected to passively receive the message and make a purchase. However, with the rise of the internet, social media, and digital tools, the audience has transformed into active participants who can engage with brands in real time.

The Rise of the Internet

The Internet was a game-changer in the advertising industry. Brands could now create websites, email newsletters, and online ads to reach their audience. The internet also gave rise to e-commerce, where consumers could make purchases online directly from the brand's website. This allowed for more direct communication between the brand and the consumer, as the brand could now track the consumer's behavior and tailor their message accordingly.

The Emergence of Social Media

Social media has had a profound impact on the advertising industry. Brands could now create pages on social media platforms like Facebook, Twitter, and Instagram, and use them to engage with their audience. Social media allowed for more personalized communication, as brands could now interact with their audience in real time. This led to the emergence of influencer marketing, where brands would partner with social media influencers to promote their products to their followers. Social media also allowed for user-generated content, where the audience could create content related to the brand and share it on social media.

The Use of Digital Tools

Digital tools like analytics and data mining have allowed brands to gain insights into their audience's behavior. Brands can now track their audience's clicks, views, and purchases, and use this data to optimize their message. This has led to the emergence of targeted advertising, where brands can create ads that are specifically tailored to their audience's interests and behavior.

The rise of the internet, social media, and digital tools has transformed the advertising industry. The audience has gone from being mere consumers to active participants who can engage with brands in real time. This has led to more personalized communication, user-generated content, and targeted advertising.

As technology continues to evolve, the advertising industry continues to adapt and evolve with it. Here are a few mentions: -

Artificial Intelligence

Artificial intelligence has become a game-changer in the world of advertising and marketing. AI-powered tools can analyze customer data, identify patterns, and create targeted campaigns that are more likely to resonate with customers. This technology can also be used for chatbots and voice assistants, providing a more personalized experience for customers.

Augmented Reality

Augmented reality is a technology that overlays digital content in the real world, providing an interactive experience for customers. This technology has been used in advertising and marketing campaigns to create immersive experiences that showcase products and services in a unique way.

Programmatic Advertising

Programmatic advertising is the use of software to buy and sell advertising space in real time. This technology has revolutionized the advertising industry by making it more efficient and cost-effective. Programmatic advertising allows for targeted campaigns that can reach specific audiences across multiple platforms.

Generative AI

One of the most significant benefits of generative AI tools in advertising is the ability to create personalized content at scale. Advertisers can use these tools to generate customized ads based on user data, such as demographics, interests, and behavior. Another benefit of generative AI tools is their ability to automate certain tasks, such as image and video editing. This automation can save time and reduce costs, allowing advertisers to focus on higher-level tasks such as strategy and analysis.

The advertising industry in India has come a long way since its early days. From print media to digital media, the industry has evolved significantly over time and has played a critical role in all the important events in modern India. Advertising has also played a significant role in shaping the Indian economy and culture.

As technology continues to evolve and with the current wave of artificial intelligence, privacy concerns, ethical issues, and social and political unrest across the globe, it will be interesting to see how the advertising industry will make a difference through continuous adaptation and evolution.

#advertisement #marketing #historymakers

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