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The history and evolution of Indian advertisement &

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Indian ad Vs International ad

ACKNOWLEDGEMENT

It is my great pleasure to present this report, a written testimony of real fruitful and valuable project. I take this opportunity to express my feeling of gratitude to the Prof. Vijay Bhangale for providing me an opportunity to carry out project work with their esteemed guidance. I also express my sincere gratitude to our respected Director Dr. Dinesh Harsolekar. I would also take this opportunity to acknowledge Indian Education Societys management College & Research Centre for providing me this privilege to complete my final project and all faculty and friends who gave me valuable feedback and suggestion about my project in IESMCRC.

MS. MAYURI A. POTDAR M-10-59 MARKETING, MMS 2010-12

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TABLE OF CONTENTS
No .
1. 2 2 .1 2 .2

TOPIC Introduction Evolution of Indian advertisement Landmark in Indian advertising The evolution era

PAGE 6 8 9 16

1) Traditional folk media 2) Print media 3) Radio 4) Television 5) internet 5) Mobile advertisement 6) 7) 8) 9)
2 .3

17 18 23 26 34 37 38 38 39 41 42

Out of home OOH Advertising on social networking site. In film Blog

Media stats and overall expenditure trend Indian advertisement Vs international advertisement

45

3.1)Culture 3.2)Positioning and targeting 3.3)Consumer behavior 3.4)Penetration of media 3.5)Approach 3.6)Creativity

46 46 47 47 48

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International ads don Indian colours

49

Interview with MR. ALYQUE PADMSEE

52

bibliography

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EXECUTIVE SUMMARY
The Indian advertising industry is one of the pearl of the Indian art necklace. Having a rich and dynamic history the industry has seen lots of up and downs. This report will throw light on the history and evolution of this industry and overall growth of media. Advertising, 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 Cadburys; wont you say you love Cadburys? Wont 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 khaas 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. In this project we have discussed various aspects of media and their growth with the advertising industry. In the later part we have discussed the difference between the Indian and international ad. The purpose of this study is that many MNC are entering into Indian market without proper knowledge of the industry and consumer present here. The comparative study is helpful to build marketing strategy.

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1. INTRODUCTION
There are two Indias in this country. One India is straining at the leash, eager to spring forward and live up to all the adjectives that the world has increasingly been showering upon us. The other India is the leash. One India says, "Give me a chance and I'll prove myself." The other India says, "Prove yourself first and maybe then you'll have a choice." One India lives in the optimism of our hearts. The other lurks in the skepticism of our minds. From a Times of India television commercial This was the quote I found most suitable to start with. India is the world's second most populous nation. Over a billion people live within its borders, making it second in size only to China. It is a land where the old and the new, the traditional and the modern, and the local and the international coexistsometimes comfortably, sometimes not. In managing brands and targeting consumers, advertising must understand and contend with the social and cultural diversity of India. Thus, if advertising is to reflect society, the question in India becomes: Which India to reflect? The contrast between what is manufactured at home (and thus, Indian) and what is imported (and thus, global) touches the very heart of Indian national identity. Mahatma Gandhi (1869-1948), who led the Indian subcontinent to independence from Great Britain in 1947, called on Indians to boycott goods manufactured abroad, especially those made in Great Britain. He spun locally grown cotton for his own clothes and urged fellow Indians to do the same. When Britain taxed salt, Gandhi led a peaceful march to the sea and encouraged his followers to make their own salt. Today, many Indians remain suspicious of imported goods and the multinational corporations that produce them. Others view such foreign influences, including the establishment of foreign corporation branches, as a means of modernizing the country and bringing it into the global economic community. The country has vast demographic outlook, having around 28 states and more than 25 official languages with more than 10 religion and thousands of cast. The question here is how does an industry like advertising which requires a deep knowledge of consumers behavior and demography survived here? answer is simple be Indian if you want to learn India. 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 Hickeys Bengal Gazette which was Indias 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. 6|Page

Major advertisers during that time were retailers like Spencers, 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, Levers 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 Indias 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 agency faqs now known as afaqs.

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2. EVOLUTION OF INDIAN ADVERTISEMENT

Advertising as we understand today was not used until about 200 years ago. During the 17th century. When newspaper started appearing in various parts of the world, newspaper advertising began to develop. Advertising in India was pioneered by Dattaram and company in 1905, in Mumbai. In 2005 it completed its 100 years. Indian advertising has shaped and has been shaped by the environment. In its long journey from megaphonewielding boys, street peddlers to sandwich men to its present format on TV and internet, it has grown from being crude and simplistic to suave and sophisticated. In India about 40 advertising agencies are handling around 80% business which stands at staggering Rs.16,000 crore (www.thehindubusinessline.com/2010/01/01) the rest of the business is shared about 700 advertising agency. There are 150 TV channels around which 75 have significant presence. India has 120 radio channels and good numbers of outdoor hoardings. The foundation of professional advertising business in India was laid by two English companies J. Walter Thompson (JWT) and D.J Keymers. JWT has become present HTA. Initially the agencies were only the space buyers. In the mid 50s JWT, Keymers, Stronach, Grants and Lintass were on the scene. In mid 60s Kersey kertak took the center stage, and nurtured talents like Arun Nanda, Mohammad Khan and Ravi Gupta. The company was mismanaged and its bubble busted. Stronach closed down in 60s. lintas India came into scene in 1939 but not much effective. The collaps of MCM brought about the rise of many other agencies. In 70s agencies became n more professional and organized. It was 60s and early 70s when the concept of brand building appear on the scene. New agencies set up shops in this time, Mudra started as an in-house agency in 1980. Media planning became significant in 1975 when DoorDarshan came in existence. Formally campaigns were attributed to creators. These days even successful campaigns are not identified with their creators. A lot of glamour has gone out of the job and it has become more of as per order of client work and art is being scarifies. Over the years Indian advertising has seen many changes. The pre independent ads were mostly about ladies goods, gents cloths, travelling, eating places, and entertainment for Britishers in India. Motor car, electricity, elevators were luxuries those days. The Maharajas and princely families were the target customers for these goods. It is only after the independence the focus was on normal customers but that also included the typical high class families. The middle class was focused as target customer by FMCG companies in early 60s when they realized that middle class can spend on FMCG products or you can make them spend by advertisements. And thats when the new born middle class of India got attention of advertisers. Since the new target has different socio-economic background post independent advertisements shifted from prestigious and luxurious products mainly bought by status 8|Page

conscious people to consumer and consumer durable products bought mainly for time and labor saving purpose. The middle class people are mostly employed in office, factories, and in new age husband and wife both goes to work, and therefore for them, such products as refrigerators, kitchenware, ready made food have become essential.

2.1 Landmarks in Indian advertising

Lets have a look at the landmark of the Indian advertisements since beginning . 1780 - James Augustus Hickey brought out the first newspaper in India called Calcutta General Advertiser or Hickey's Bengal Gazette (Calcutta) 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 19251926LR Swami & Co, Madras 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, than advertising Manager of Civil and Military Gazette, Lahore. National today is still run by Jaini's family Beginning of multinational agencies J Walter Thompson (JWT) opened to service General Motors business 19281929BOMAS Ltd (Formerly DJ Keymer & Co Ltd) set up J Walter Thompson Co Pr. Ltd formed

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1931-

National 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 Indian Publicity Bureau Pr Ltd, Calcutta established 19351936Indian Publicity Bureau Pr Ltd, Calcutta established 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 camp specifically developed for India. In1939, Dalda Ad was 10mts film. 19401941Navanitlal & Co., Ahmedabad set up 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 1943- 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 10 | P a g e

1946- Eastern Psychograph Pr. Ltd., Bombay set up Everest Advertising Pr. Ltd, Bombay established 1947Grant Advertising Inc, Bombay formed Swami Advertising Bureau, Sholapur started 1948 RC Advertising Co, Bombay set up Phoenix Advertising Pr. Ltd, Calcutta formed 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 marke Shantilal G Shah & Co, Bombay 1954Advertising Club, Mumbai set up Express 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 195819591960 Shree Advertising Agency, Bombay Associated Publicity, Cuttack 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 19 63 India's television's first soap opera - Teesra Rasta enthralls viewers BOMAS changes names to SH Benson's Levers toying with giving its brands to other agencies

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Wills Filter Tipped cigarettes launched and positioned as made for each other, filter and tobacco match

1965 1966 1967 1968 1969 -

Kersey Katrak sets up Mass Communication and Marketing (MCM) Government persuaded to open up the broadcast media Ayaz Peerbhoy sets up Marketing and Advertising Associates (MAA) First commercial appears on Vividh Bharati Nari Hira sets up Creative Unit India wins the bid for the Asian Advertising Congress Sylvester daCunha left Stronach's to run ASP; later sets up daCunha Associates

1970-

Concept of commercial programming accepted by All India Radio Hasan Rezavi gives the very first spot on Radio Ceylon

19711972-

Benson's undergo change in name to Ogilvy, Benson & Mather Western Outdoor Advertising Pvt Ltd (WOAPL) introduces first closed circuit TV (CCT) in the country at the race course in Mumbai

1974-

MCM goes out of business Arun Nanda & Ajit Balakrishnan set up Rediffusion

19761978-

Commercial Television initiated First television commercial seen

Television in the 80s

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1980 - Mudra Communications Ltd set up - King-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 ad - 13th Asian Advertising Congress in New Delhi

1983

- Maggi Noodles launched to become an overnight success - Mudra sponsors first commercial telecast of a major sporting event with the IndiaWest Indies series

1984

- Hum Log, Doordarshan's first soap opera in the colour era is born Viewers still remember the sponsor (Vicco) of Yeh Jo Hai Zindagi!

1985 1985

- Mudra makes India's first telefilm, Janam - 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 serial Buniyaad. Shown on DD, it becomes the first of the mega soaps - Price quality positioning of Nirma detergent cakes boost sales 1988 - AAAI's Premnarayan Award instituted 13 | P a g e

1989 - Advertising Club Bombay begins a biennial seminar called 'Advertising that Works' Tech savvy in the nineties 1990- open new media shops; go virtual with websites & Internet advertising Brand 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

1992- Scribes and media planners credit The Bold & The Beautiful serial on STAR 1993India's only advertising school, MICA (Mudra Institute of Communications Ahmedabad), is born 1995 - Advertising Club of Bombay calls its awards as Abby - Country's first brand consulting firm, SABRE (Strategic Advantage for Brand Equity) begins operations 1996The 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 1997Media boom with the growth of cable and satellite; print medium sees an increase in titles, especially in specialised areas For the first time ever, Indians stand the chance of winning the $ 1million booty being offered by Gillette as part of its Football World Cup promo 1998 Reinventing of cinema -advertising through cinema begins

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19981999-

Lintas becomes Ammirati Puri Lintas (APL) B2B site agencyfaqs.com launched on September 28, 1999.

In the new millennium

2000- Mudra launches magindia.com - India's first advertising & marketing Gallery - Lintas 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 Mathews - Game shows like Kaun Banega Crorepati become a rage; media buying industry is bullish on KBC - Kyunki Saas Bhi Kabhi Bahu Thi marks the return of familyoriented soap on TV - French advertising major Publicis acquires Maadhyam 2001 - Trikaya Grey becomes Grey Worldwide Bharti'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 2002Lowe Lintas & Partners rechristened Lowe Worldwide For the first time in the history of HTA, a new post of president is Created. Kamal Oberoi is appointed as the first president of HTA.

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2.2 The evolution ERA

Depending on the dominance of particular media and evolution I have divided the evolution of Indian advertising in different eras. In the later part we will study the evolution and rise of different media in Indian advertising. 1) The foundation era- 18th century, Ads appear for the first time in print in Hickey's Bengal Gazette 2) Pre 1900 era newspaper targeting British consumers in India and traditional media for rural and other population. 3) Pre Independence The rise of agencies (1900-1920)- 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. Press advertisements largely imported goods which had reached Indian shores. Retailers like Spencer's, Army & Navy and Whiteaway & Laidlaw called out to consumers 4) 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. 5) 1940s The 2nd World War,Fight for Independence, Launch of brands like Lux, Pe7ars, Horlicks, Dalda 6) 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 7) 1960s advertising to be Indian in thoughts and content. Creativity was emphasized, photgarphy getting importance and professionalization of agencies. Indias first advertising convention , 1st Asian advertising congress at new Delhi. 8) 1970s Media boom,Bouquet of magazines 2nd Asian Advertising Congress at New Delhi, Marketing concepts/efforts,Lifestyle studies, positioning, Rural marketing. 9) 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. Marketing concepts/efforts: a. NRS III by IMRB b. sponsoring TV programmes 10) 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 Internationalization 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

11) 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

Lets have a look at the different media used by the INDIAN ADVERTISNG INDUSTRY and their evolution in the same industry.

1) The traditional folk media

The traditional media in INDIA were mostly folk media. This was when there was high number of illiteracy and most of the Indian population was rural. The folk media includes stage performances of folk artists at melas, festivals and many times things or messages use to get spread through these modes. Puppet show is also one of the traditional media used extensively in India. There was a time when festival or melas use to be the only times when you could address many people at the same time and was the most effective venues for targeting many people at one go. Though it had its own limitation as physically it was impossible to reach entire target audience. As the part of evolution this media is used in current situation as attention grabber, especially in rural India. Traditional folk media forms, once a favorite for communication efforts, are today precariously placed. Some agencies and NGOs continue to use street theater, magic, puppetry, traditional folk dances and melas (fairs) especially in rural areas. Some of these efforts are hugely successful in awareness creation, social mobilization and in facilitating interpersonal communication. However, the absence of funding and technical support, their inherent fluid structure and the difficulty in monitoring and evaluation have rendered 17 | P a g e

them near-relics in today's environment. So much so that one Bangalore-based NGO, while using such traditional folk forms, also feels compelled to address the basic survival needs of folk artistes such as provision of basic wages, training, pensions and other schemes.

2) Print media ( the king of 19th century media)

Printing before 1900 was not very much developed in India. The printing business was limited to newspaper which had selected readers and few other businesses. But then that was the only available media which had power to reach to the maximum people at very cheap rate. Though it was a strong media there was no efforts made until 1900 to grow this media the main reason being illiteracy in the country and poor distribution condition. The creativity of Indian manufacturer didnt get hamper by this to post their ads in newspaper and soon that became the prime mode of advertising. The early ads were mostly Classified, Patent medicines or Ads by retailers which described the pure content and no photograph or such things were present. There use to be paintings and that same format can be seen unchanged in todays newspapers ads too.

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The primitive print ads Though print media is mainly dominated by newspaper there are various other aspects of print media that cannot be ignored. Lets have a look at the different print media.

Newspaper Advertising

Theres been a huge amount of buzz about the internet in recent years but old fashioned newspaper advertising can still produce decent results. Newspapers have large diverse audiences so it tends to be effective when looking to raise awareness levels. However, with a product or service targeting people under 30 its probably best to steer clear of newspaper advertising as this group tends to spend more time online. According to Rodger Roeser, vice president of Justice & Young Advertising and Public Relations in Cincinnati, Ohio, it takes about 17 times for a reader to see an advertisement before it registers. Dont expect one expensive well-placed ad to produce remarkable results. Make sure that you have the budget available to pay for follow-up ads. 19 | P a g e

With this in mind dont go for a full page advertisement. Its best to go for several smaller adverts displayed over a week. Try to have the advert placed in a location where editorial content is wrapped around it and always look to have your advert placed on a right-hand page. It may be more expensive but significantly more people will see it. If you are targeting women weekly community newspapers have a high female readership so it may be more cost-effective to advertise in them.
Magazine Advertising

The main advantage of magazine advertising over newspaper advertising is that the production quality is high and as a result a more compelling branding advert can be designed. Specific niche groups can be targeted through magazine advertising, and as a general rule always go for smaller niche magazines instead of general interest magazines. Advertising in magazines is expensive so you want to minimise the number of people outside of your target audience that see your ad. Monthly magazines can have long lead times which arent ideal for small businesses cash flow situation. Be aware that there are sometimes potential add-ons that can be negotiated, such as free exhibition space at events sponsored by the magazine or banner advertising space online.
Directories

Advertising in directories such as Yellow pages is considerably cheaper than newspaper or magazine advertising, and customers can be more responsive as they are actually searching for a service.Research shows that people under 35 are far more likely to search online when looking for a service so also consider taking out a sponsored ad in the online version of the directory, such as Yell.com.Directories also tend to be best when advertising plumbing, carpenters and other skilled professions. One downside is that its very much a me too advertising medium in that many people from the same industry will be advertising in the same directory. Therefore to stand out size really does matter. As long as youre sure that potential customers look for your type of business through directories then pay for the largest ad that you can afford.
Different Ideas

For localised businesses often its simply not cost-effective to target a large geographical area through advertising in magazines or newspapers. Many local communities print a wide range of materials, such as calendars or community magazines, and advertising here may be more effective.You could try designing and printing a calendar and 20 | P a g e

distributing it to people in the local area. Include coupons redeemable each month to encourage consumers to take action. Brochures: Brochures give detailed information about the product. These are mainly distributed at events or even at the main outlet when a consumer needs to read in detail about the products initial stages brochures use to be only informative, but nowdays agencies are showing creativity in designs of brochures and pamphlets.

Posters: Posters are forms of outdoor advertising. The message in a poster has to be brief and eye catching as it targets a person on the move. Phone Book Listings or Ads: Make sure your business is listed in both the white and yellow pages. This form of print advertising is expensive, but if your customers cant find you, they cant buy your product.

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For example of evolution in print lets take LUX SOAPS..

The homely lux

1930s

leela chitins 1

st

prema narayan(1950) Nanda 1960

Celebrity lux endorser

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(1941)

Shakila 1960s 1080s

Syara banu 1970s

Zeenat 1980s

Rekha

Madhuri Dixit1990s Aishvarya rai

SRK- 1st male brand Endorser of LUX

Priyanka chopra

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Katrina Kaif

some old print ads

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The famous GOLD SPOT drink

here to be

the 1st print ad of CLAIR

HMT here trying

Descriptive offer,typical old style

about

In the evolution study we should also have a look on the client type and category. Earlier as mentioned the main clients were Pharmacy industry, classified, and retailers. The expenditure on ad has changed in past years in different industries. The current scenario surprisingly the biggest clients are property educational institutes followed by service industry. The chart shows that Ad space in the print media is increasing at the same time volume of ad is also increasing at the same rate.
Top 10 Categories constitutes 66% of ad spends

source ADEX INDIA Ad spends and Volumes on Print growing almost same pace

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Print media advertising has come a long way. The Indian print media had been lobbying for opening up of the sectors to foreign direct investment. In 2005, the government relaxed foreign direct investment, but with many conditions. The print media boomed in 05 when Jagran solutions and HT media came out with publications. Since the demand for Indian content is on the rise, print advertising too is going to be on the rise.In the previous year, print advertising growth has been 5 %. New innovative layouts are being tried and tested in the print media rather than the traditional layouts to attract consumers attention. Food products and cellular services are the ones to try these new layouts in print.The Print media is highly fragmented with most publications being family owned. However, the trend is now changing and publishers are looking to expand their markets leaving new opportunities for print advertising. Print advertising has seen growth of 6% during Jan-Sep 08 compared to Jan-Sep 07. Education sector was the top sector in Print advertising during Jan-Sep 08. Tata Motors Ltd was the number one advertiser in Print advertising during Jan-Sep 08.In this energetic and bubbly media scenario, Print is the dominant medium and has greatly contributed to the development of media. Companies however continue to put their energies and time heavily in television and sometimes ignore print which is such a powerful medium of advertising.

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3) Radio

1923 saw India's first radio station being established by the Radio Club of Bombay. By 1927, two privately owned transmitters were set up in Mumbai and Calcutta. They were later nationalized by the British rule in 1930 and operated under the name Indian Broadcasting Service until 1936, till it was renamed All India Radio (AIR).Having just six stations in 1947, All India Radio's network expanded drastically by the mid-1990s with 146 AM stations plus a National Channel, the Integrated North-East Service, aimed at broadcasting to the tribal groups in northeast India, and the External Service. All India Radio has five regional headquarters - the North Zone in New Delhi; the North-East Zone in Guwahati, Assam; the East Zone in Calcutta; the West Zone in Bombay; and the South Zone in Madras. Trends write-up Radio broadcasting in India was, until recently a government monopoly under the Directorate General of All India Radio under the Ministry of Information and Broadcasting. It was also known as Akashvani.All India Radio provides programmes in national, local and 16 regional languages. Its commercial services were inaugurated only in 1967, and were provided by Vividh Bharati Service, headquartered in Mumbai. India has an extensive network of medium wave and shortwave stations. In 1994, there were 84 FM stations and 73 shortwave stations that covered the entire country alone. Today, the FM stations add up to nearly 300 frequencies across the country. Between 1970 and 1994, the number of radio receivers increased from around 14 million to nearly 65 million, almost five-fold. From only six stations at the time of independence, All India Radio's network had expanded by the mid-1990s to 146 AM stations plus a National Channel, the Integrated North-East Service (aimed at tribal groups in northeast India), and the External Service. There are five regional headquarters for All India Radio: the North Zone in New Delhi; the North-East Zone in Guwahati, Assam; the East Zone in Calcutta; the West Zone in 27 | P a g e

Bombay; and the South Zone in Madras. All India Radio covers 99.37% of India's populace.In 2000, Satellite Radio was introduced to the Indian market by WorldSpace, a Washington based company. WorldSpace now transmits 30 channels comprising music, news, and regional channels.Online radio is also making its presence felt through web portals like IndiaFm.com. They offer streaming of certain radio stations and songs. Radio for advertising Radio has been the cheapest mode of entertainment in India for a long time. Radio almost reaches out to 99% of the population in India. New technology and innovations have given rise to satellite, internet and community radio which are hitting in Indian market and will provide new opportunities to radio advertising although currently advertising is not allowed on community radio. Opening up of the new radio channels in India is providing a great boost to creative content companies as well as challenge to bring creative advertising to radio considering it is only a listening medium. The biggest advantage of radio is that it can tap the rural markets effectively to a large extent. As compared to TV commercials, radio commercials are very economical and easy to make. This provides tremendous scope to advertisers who are able to experiment with the layout and the design in radio ads catering to different cities, different day-parts and different brand objectives. Radio has become infotainment now. Radio is cheap and you can carry it anywhere and thats the biggest advantage of radio. Radio means different things for different people. While 60 % of the revenue of the radio advertising industry comes from the private FM broadcasters and the balance from the All India Radio (AIR). With new FM stations mushrooming by the dozen in India, radio advertising industry will gross Rs 1800 crore ($450 million) by 2012. The number of radio stations has increased from about 100 in 1990 to 209 in 1997, and the land area covered from 84% to 91%. However, despite its tremendous reach and the fact that it presents the best option for low-cost programming, radio has been treated as a poor relative for over two decades. Listenership has either dropped or reached a plateau. In some cases listenership has risen, although very negligibly, in some urban areas, thanks to the recent time allotment to private companies on five FM stations. Film and other popular music constitute the main fare of such stations, contributing to an increase in commercial time and ad revenues from Rs. 527 million in 1991-2 to Rs. 809 million in 1995-96. Some efforts have been made to use radio for social change, as in the case of the statesupported radio rural forums for agricultural communication in the 1960s, or to promote adult literacy in the 1980s. More recently NGOs have helped broadcast programmes on women and legal rights, emergency contraception, and teleserials advocating girls' education. But it is clearly a medium waiting for a shot-in-the-arm.

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A key need in India is for local broadcasting that reflects issues of concern to the community. In this regard, some communication experts believe that an increased and accelerated commercialisation of radio will eventually drive down the costs of FM radio sets, thus facilitating local radio. The increasing devolution of political power initiated through the 73rd and 74th amendment to the constitution in 1988-89 has also set a climate conducive for the empowerment of communities and local governance. A key area requiring attention, therefore, is advocacy for community radio and the provision of training to NGOs and communities to use this medium for articulating their concerns, as one Bangalore-based NGO is currently doing.

Mumbai, March 25 (IANS) With new FM stations mushrooming by the dozen in India, a study says radio advertising industry will gross Rs.18 billion ($450 million) by 2012 from the present Rs.6.2 billion ($155 million). Radio advertising was a mere Rs.5 billion industry in 2006, said the report by the Federation of Indian Chambers of Commerce and Industry of India (Ficci) and PricewaterhouseCoopers (PWC) released Tuesday. Approximately 60 percent of the revenue of the radio advertising industry comes from the private FM broadcasters and the balance from the state broadcaster All India Radio (AIR), said the report released at the Ficci-Frames forum. In terms of share of ad pie, it is projected that the Indian radio advertising industry will be able to increase its share from 3.2 percent in 2007 to 4 percent in the next five years, the report said.The annual global forum looks at the business aspects of the entertainment and media industry.

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4) Television The Idiot Box

The prestigious history of Indian television has envisioned the development of audio visual media in the nation. During the 1980s Indian small screen programming began and at that time there was only one national channel Doordarshan, which was government owned. The Ramayana and Mahabharata were the first major television series produced. This serial reached the zenith of the world record viewership numbers for a single program. By the late 1980s more and more people started to buy television sets. Television in India has been in existence for about four decades. For the first 17 years, it spread haltingly and transmission was usually in black and white. The thinkers and policy makers of the country, which had just been liberated from centuries of colonial rule, though television to be a luxurious element that Indians could do without. In 1955 a Cabinet decision was taken disallowing any foreign investments in print media which has since been followed religiously for nearly 45 years. Sales of TV sets, as reflected by licences issued to buyers were just 676,615 until 1977. The rapid expansion of television hardware in India increased the demand for developing more program software to fill the broadcast hours. Program production, previously a monopoly of Doordarshan, the government-run national television system in India, was then opened to the group of aspiring artists, producers, directors, and 30 | P a g e

technicians. Most of the talented individuals got connected with the television industry. Highly popular television soap operas began with Hum Log in 1984-85, evoked a programming revolution at Doordarshan. The main lesson learned from this experience was that an indigenous television program could attract and build a large loyal audience over the duration of the serial, generating big profits. The advertising carried by Hum Log promoted a new consumer product in India, Maggi 2-Minute Noodles. The public rapidly accepted this new consumer product, suggesting the power of television commercials. Hum Log, one of the most popular Hindi serials, was quickly followed by Buniyaad, a historical soap opera about the partition of British India into India and Pakistan in 1947. In 1987, Ramayana, a Hindu religious epic, attracted smash ratings, to be then eclipsed by the phenomenally successful Mahabharata in 1988-89. In the 1990s, serials were in large numbers on Doordarshan. Huge hits included historical serials such as The Sword of Tipu Sultan and The Great Maratha, religious serials such as Jai Hanuman, Shri Krishna, and Om Namah Shivay, fantasy serials like Shaktimaan, and family serials like Shanti, Hum Raahi, and Udaan. These popular television programs attracted large audiences, and generated vast advertising earnings for the Indian government through Doordarshan. Advertisers quickly understood the advantages of advertising their products on a medium that reached a huge national audience. Television has come to the forefront only in the past 21 years and more so in the past 13. There were initially two ignition points in the history of Indian television. The first in the eighties when colour TV was introduced by state-owned broadcaster Doordarshan (DD) timed with the 1982 Asian Games which India hosted. It then proceeded to install transmitters nationwide rapidly for terrestrial broadcasting. In this period no private enterprise was allowed to set up TV stations or to spread TV signals. The second turning point in the history of Indian television came in the early nineties with the broadcast of satellite TV by foreign programmers like CNN followed by Star TV and a little later by domestic channels such as Zee TV and Sun TV into Indian homes. Before this, Indian viewers had to make do with DD`s regulated fare which was non-commercial in nature and directed towards only education and socio-economic development. Entertainment programmes were few and far between. And when the solitary few soaps like Hum Log (1984), and mythological dramas like Ramayana (1987-88) and Mahabharata (1988-89) were televised, millions of viewers stayed glued to their sets. When, urban Indians learnt that it was possible to watch the international affairs on television, they gradually bought dishes for their homes. Others turned entrepreneurs and started offering the signal to their neighbours by connecting cable over treetops and verandahs. From the large metros satellite TV delivered through cable moved into smaller towns, spurring the purchase of TV sets and even the upgradation from black and white to colour televisions. Doordarshan responded to this satellite TV invasion by launching an entertainment and commercially driven channel and introduced entertainment programming on its terrestrial network. This again fuelled the purchase of sets in the remote regions where cable TV was not available. 31 | P a g e

In the mid-1960s, Dr Vikram Sarabhai, a farsighted technocrat and founder of India`s space program, began arguing in policy-making circles that a nationwide satellite television system could play a major role in promoting economic and social development. At Sarabhai`s initiative, a national satellite communication group (NASCOM) was established in 1968. Based on its recommendations, the Indian government permitted the concept of "hybrid" television broadcasting system consisting of communication satellites as well as ground-based microwave relay transmitters. Sarabhai envisioned that the satellite component would allow India to leap multiple steps into the state-of-the-art communication technology, speed up the development process, and take advantage of the lack of infrastructure (until 1972, there was only one television transmitter in India, located in Delhi). Eventually, satellite television was introduced in India after surveying the constant popularity of Indian television. Satellite broadcasting fits naturally with India`s immense size, and with the ability of satellites to overcome natural barriers to television signals like mountains. A satellite in this geo-stationary orbit is believed to be a perfect platform for television broadcasting. The footprint of the television signal would cover almost one-third of the earth`s surface. Essentially, satellite communication removes the cost of distance in transmitting television (or telephone) messages. The initial success of the channels had a snowball effect. More foreign programmers and Indian entrepreneurs flagged off their own versions. From two channels before 1991, Indian viewers were exposed to more than 50 channels by 1996. Software producers came up to cater to the programming boom almost overnight. Some talent came from the film industry, some evolved advertising and some also from the field of journalism. More and more people set up television cable networks until there was a time in 1995-96 when an estimated 60,000 cable operators existed in the country. Some of them had subscriber bases as low as 50 to as high as in the thousands. Most of the networks could relay just 6 to 14 channels as higher channel relaying capacity demanded heavy investments, which cable operators were unable to make. The multi-system operators (MSOs) started buying up local networks or franchising cable TV feeds to the smaller operators for a typical fee. This phenomenon led to resistance from smaller cable operators who joined forces and started functioning as MSOs. The net outcome was that the number of cable operators in the country fell to 30,000. The rash of players who rushed to set up satellite channels discovered that advertising revenue was not large enough to support them. Gradually, at least half a dozen either folded up or aborted the high-flying plans they had drawn up, and started operating in a restricted manner. Some of them also converted their channels into basic subscription services charging cable operators a specific carriage fee. The first 32 | P a g e private network to capitalize on the

opportunity provided by direct broadcast satellite (DBS) was STAR-TV, headquartered in Hong Kong. "STAR" stands for Satellite Television for the Asian Region. The network, originally owned by the Hutch Vision Group of Hong Kong, was founded in 1991, and then acquired for $871 million by Rupert Murdoch`s gigantic News Corporation in 1995. While STAR-TV was the catalyst for direct satellite broadcasting into India, its path was rapidly followed by Indian-owned private networks like Zee-TV, and by foreign-owned broadcasters like Sony. By the late 1990s, more than 40 private television channels were available to Indian audiences. It was estimated that by 2000 India would have the world`s largest cable and satellite markets with cable connectivity to 35 million homes, comprising some 150 million cable viewers. The government started taxing cable operators in a proposal to generate revenue. The rates varied in the 26 states that go to form India and ranged from 35 per cent upwards. The authorities moved in to regulate the business and the Cable TV Act, which was passed in 1995. The Supreme Court passed a judgment that the air waves are not the property of the Indian government and any Indian citizen wanting to use them should be permitted to do so. The government made efforts to get some regulation in place by setting up committees to propose what the broadcasting law of India should be, as the sector was still being governed by laws which were passed in 19th century India. A broadcasting bill was drawn up in 1997 and that was introduced in parliament. But it was not passed into an Act. State-owned telecaster Doordarshan and radiocaster All India Radio were brought under a combined company called the Prasar Bharati under an act that had been gathering dust for seven years, the Prasar Bharati Act, 1990. The Act served to give autonomy to the broadcasters as their management was left to a supervisory board consisting of retired professionals and bureaucrats. A committee headed by a senior Congress (I) politician Sharad Pawar and few other politicians and industrialist was set up to analyze the contents of the Broadcasting Bill. It held discussions with industry, politicians, and consumers and a report was even drawn up. But the United Front government fell and since then the report and the Bill was not brought under consideration. But before that it issued a ban on the sale of Ku-band dishes and on digital direct-to-home Ku-band broadcasting, which the Rupert Murdoch-owned News Television was threatening to start in India. In 1999, a BJP-led government has been threatening to once again allow DTH Ku-band broadcasting and it has been talking of dismantling the Prasar Bharati and once again reverting Doordarshan`s and All India Radio`s control back in the government`s hands. The year 2000 will be remembered for a single show in the history of Indian television. The Indian television industry went on to switch the fortunes of some promising media companies. Kaun Banega Crorepati, the Amitabh Bachchan hosted game show based on Who Wants to be a Millionaire, not only became the most-watched programme on private satellite television but also catapulted Star Plus into an incredible popular position. On the foundation of the success of Star Plus, Rupert Murdoch built his media empire. If Subhash 33 | P a g e

Chandra had tasted success all through these years since Zee launched, 2000 was a turning point in Zee TV`s history as well. In recent times, Indian television is said to be in close amalgamation with the private channels that offers all kinds of entertainment and educational shows in a perfect dazzling presentation. The Indian television or the small screen has achieved strata of indispensability. Life without the audio visual media is imagined to be a standstill one. The glamour packed soaps and serials, reality shows, talk shows and other entertainment packages encompass a major section of Indian lifestyle.

Some of the famous television ads

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LALITA JI - surf

The famous LIRIL AD

HAMARA BAJAJ

FEVICOL KA JOD HAI

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KYA SWAD HAI JINDAGI KA

MOODS CONDOM, the revolutionary ad

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and the ZOO ZOO story continues

The TV advertisement statistics

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 38 | P a g e

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 inprogramme 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.

The growing numbers of channels in India ultimately provides more ad space to advertisers. The total numbers of channels in 2010 are 410. Now thats a huge number the growing market may seem saturated but that is not the case as the number of viewership is also increasing at the same time. 39 | P a g e

Hindi being the most spoken language and one of the most developed media language contribute most towards the share in number of channels, i.e. 46% followed by regional channels. Surprisingly in the country where it was said that 24hrs news channels will be failures the regional news channels have the highest growth rate of 126% , followed by sports 100%. The advertisers who always had a quest about positioning their client having business products/ financial products or corporate target customer got their place of own by the rise of business news channels.

5) Internet
Online media advertising is one of the upcoming and growing segments in Indian advertisement sector. Internet is one such medium which is accessible by anyone and everyone and that too in any part of the country. This is the reason why online media advertising is catching up with the audience. With its vast accessibility and reach it is easy to reach millions of users at one go. Seeing this latest fad we can say that India is certainly experiencing online media advertising boom. Sensing its reach and importance many online business publications or magazines have taken online media advertising as a hot topic and keep a close look at the changing trend. Being the newest and hottest field online media advertising has become the talk of the town. According to the experts this 40 | P a g e

new advertising mode carries a lot of potential and will surely rake the moolahs. Also they think that online media advertising is in a transition period and soon it will outshine other media with its reach and sustainability. With Indian market and economy opening up online media advertising will surely be expanding its wings. Lately a positive and encouraging growth has been witnessed in the number of businesses and the way business was popularized has now been completely changed. People now prefer to popularize or publicize their business online as this decision is backed by certain benefits. Advertising has come a long way today. More and more new medium is being explored each day to make a successful ad campaign. Internet that has in recent times picked up as an advertising medium in no time has become the favorite of the advertiser. Internet not only helps capture maximum audience but also broadens the exposure. Internet today, undoubtedly is one of the best mediums for brand promotion and advertising. In a country like India where in we are not dominated by a monopolistic market and have new products popping up each day advertising gains a whole new perspective. Today the contemporary market scenario is demarcated by cut throat competition where in each competitor tries to bet the others in the race. To carve a niche for themselves one needs to be on their toes and for that knowledge of the latest advertising tools is inevitable.Internet as an advertising medium is versatile and this is it where it sands apart from the conventional advertising medium. It is a highly flexible medium that allows you to make changes during the course of the campaign as and when required without incurring much additional cost. This makes internet all the more important in a country like India where the business scenario is highly dynamic and changes with each passing day. Online media advertising allows you to make changes as and when required to meet the latest demands of the market. Internet advertising is on an all time boom and is bound to take Indian advertising on an all-new level. If we are to believe the results of a latest research facts show that that approximately 30 million dollar is solely generated by online advertising. Going by this fact one can have an idea of the immense potential of advertising medium Internet and the future of online advertising. Further statistics reveal that advertising media Internet is likely to touch 90 million in 2009-2010. The main strength of Internet as an advertising medium is its ability to reach out to a vast audience at one go. Internet advertising is also not bound by limitations such as time and accessibility as one can surf the net at any time of the day making your advertisement available 24*7 unlike television ads to which the viewers cant go back or the newspaper ads that go in the waste once they are read in the morning.

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Check the amount of advertising done on the single page of EBAY.com

Other growing media

In recent years various big and notable changes have been witnessed in the field of communication and media. Many new concepts popped up and new media advertising is one of them. India is pretty new to new media advertising but this concept has been around for quiet a long time now. Going by the latest trend you will come to know that new media advertising is the emerging and hottest medium of advertisement. New media advertising is synonym of online advertising and has taken web media with a stride. Now people instead of going for traditional advertising tend to give more weight42 | P a g e

age to online advertising. This is mainly due to the fact that it is more targeted maximum exposure. According to various media gurus new media advertising has got a bright future and they also predict that within few years new media advertising will experience a boom in India and around the world. The biggest advantage of new media advertising is that many other medium too fall in same bracket and the latest to join the bandwagon is cellular phones. Cellular phones have recently entered into the scope of new media advertising and are predicted to flourish in the coming time. New media advertisings main highlight is that it can be done via various means such as banner ads, pop-up advertisements, and interstitial and even pop-under advertisements. The biggest advantage of new media advertising is that it is relatively cheaper in comparison to other media and can also be done in an attractive manner. Moreover, various small and upcoming businesses can easily go for new media advertising. In other words, you can say that it is very attractive in nature and simultaneously entices customers too. Going for new media advertising is the wisest choices as it gives the surfer both visual and graphic treat. Also you can use new media advertising in any local language and customized message. This means it will be attracting more customers and visitors and ultimately boosting the business. Anyone irrespective of the place he resides can access the Internet from any corner of the globe. However, you will be surprised to know that it has emerged as one of the most convenient ways to promote any brand or company.

6) Mobile Advertising
Mobile phones became a new means of advertising in 1998. When the first paid downloadable content appeared on mobile phones in Finland, it was only a matter of time until mobile advertising followed. By 2007 the value of mobile advertising had reached $2.2 billion and providers such as Admob delivered billions of mobile ads. More advanced 43 | P a g e

mobile ads include banner ads, coupons, Multimedia Messaging Service picture and video messages, advergames and various engagement marketing campaigns. A particular feature driving mobile ads is the 2D Barcode, which replaces the need to do any typing of web addresses, and uses the camera feature of modern phones to gain immediate access to web content. 83 percent of Japanese mobile phone users already are active users of 2D barcodes. In India too, mobile advertising is growing multifold. Many services like mginger.com are offering SMS advertising to millions of subscribed users who in turn get paid for every ad SMS message that they receive. Besides, banner ads and coupons are also popular in India.

7) Out-of-home (OOH) Advertising in India

The OOH industry is largely fragmented. Outdoor media sites are predominantly owned and operated by small local players and are typically marketed by them to advertisers and advertising agencies. Tremendous technological innovation has taken place in this industry which these small players cannot utilize due to lack of knowledge and funds. New billboard technologies like LCD (Liquid Crystal Display) billboards have now come to India which can be seen in airport business lounges. These are digital posters that provide information for business-class passengers with Eye selling advertising. The information is transmitted to the LCDs via wireless technology, similar to that used in mobile phones. LED (Light-emitting diode) billboards are also driving the market. LED video billboards are brighter than conventional billboards require less electricity to operate and can be changed from a central location. OOH advertising successfully focuses on the targeted audience. Due to the localized nature of the medium, this medium turns out to be a relatively cheaper and cost effective for local advertisers than broad based regional or national medium. 44 | P a g e

8) Advertising on Social Networking sites

A new form of internet advertising that is growing rapidly is social network advertising. It is online advertising with a focus on social networking sites. This is a relatively immature market, but it has shown a lot of promises as advertisers are able to take advantage of the demographic information the user has provided to the social networking site. One of the best uses of this medium is that advertisers can get directly in touch with people, knowing their demographics and personality profiles. Because some of these sites have communities on various subjects which individuals join to share their interests, advertisers are exactly able to know what kind of target audience they are looking at. Wikipedia has named this activity as Friendertising as it is a more precise advertising term in which people are able to direct advertisements toward others directly using social network service. Example: The recent pink Chaddi campaign became very popular 45 | P a g e

through extensive use of the social networking site Facebook. This site also offers great opportunities for advertisers to advertise their products and services uniquely.

9) In-film advertising
WITH THE advent of the new millennium, the marketers and advertisers have found a new form of publicising their product and creating more visibility for their brands. This is cinema or films. The growing competition between products and brands in the Indian market has led the marketers to find more ways of reaching the customers and Indian cinema has become not only an innovative but also, an effective option. Due to the rise in the clutter of multitudinous brands, people have shortened attention spans. Here, in-film advertising is a boon, as it breaks through this clutter. In fact, the best way to deliver the message is to catch the customer off-guard, when their rational defences are down. The best way to do so, is to use the emotional gate rather than the rational gate. The rational gate scrutinises the advantages, benefits, features and seeks value for money; the emotional gate is all about trust, love, identification and belief and in India, the films operate at the emotional level of an individual.

However, films are a different medium and one bad placement can do more damage than 10 good placements. Artistic integrity is crucial for successful brand placements and the utility of the product has to be woven properly into the script. The placement should be a natural fit and shouldn't be unnatural.Depending on the content of the film and its story line, a sketch of the profile of expected viewers of the film can be prepared and then those brands could be approached that could appeal to the targeted viewers. This will then be followed by a 360 degrees marketing plan, for cross-promotions during the various stages of a film's release. Apart form publicity, a major monetary benefit is involved in an in-film advertising.

One of the best examples is that of the recent film Fashion which had six prestigious brand placements - clothing brands Kimaya and Reebok, Lenovo laptop, Sunsilk shampoo, Cellucom and LG Electronics. The production team earned Rs 8.5 crores from in-film advertisement alone, out of its total investment of 22 crores.

Advertising agencies have realised that product placements in films with film industry's stars, bring the brands instant visibility and it is much cheaper than hiring individual stars to endorse them. The Van Huesen Ghajini collection is a great example for the same. The way Van Huesen advertisements promoted Ghajini, not only benefited the brand but, the personal image of Aamir Khan enhanced the trust for the brand. In the film, Aamir's 46 | P a g e

character was of a business tycoon, which added to the brand Van Huesen, depicting success.The strategy of placing some selected brands in films, gives them an additional marketing push, even though the stars featuring them may not be directly endorsing these brands.

There are other advantages of in-film advertising. One gets stars to represent their brands, at a fraction of the costs. Moreover, films transcend geography, class and culture barriers, giving an opportunity for national and even international level branding. It also facilitates a clutter-free environment. Most importantly, films cannot be surfed, zipped or muted, unlike TV and internet. The advertisement catches people in a receptive mood and can be target specific.Another example of weaving the product with the script was seen in the film Ghajini. Here, an unsaid competitive branding was carried out by BMW, the high end car manufacturer against its rival Mercedes. This was done by placing a BMW car ahead of three other Mercedes car in the film. Aamir Khan's character rides in the car, while his employees ride in the Mercedes cars behind him. Earlier attempts at such advertising include, Subhash Ghai's film Yaadein, which gave screen space to brands like the mouth freshener Paas Paas and Coca-Cola. Amitabh Bachchan's Virrudh similarly showcased Nerolac Paints and Western Union Money Transfer.Hritik Roshan's Koi Mil Gaya and its sequel Krrish similarly had product placements of Eros Jewellery, Avon Cycle and Bournvita. John Abraham's Goal showed a lot of Reebok merchandise and a Chevrolet car showed up in Saif Ali Khan's Ta Ra Rum Pum. Akshay Kumar's back to the roots tearjerker Namaste London had Spykar denims while, Maybelline's cosmetics were in focus for Shah Rukh Khan's Om Shanti Om. In film advertising has not only gripped the Indian cinema but even Hollywood has leveraged brands such as BMW, Jaguar, Ford, Ray Ban eyewear, Starbucks coffee, AOL, AT&T etc. Thus, the high cost of conventional media, accompanied by the growing clutter, has made in-film advertising an exciting and viable opportunity for advertiser.

(showing AIRTEL wireless and FORTIS hospital in 3 Idiots)

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10)

Blog Advertising

Every day about 1, 20,000 new blogs are created and Internet already has about 70 million blogs, covering unimaginable number of areas. With the popularity of blogs in India, more and more companies are looking at advertising through blogs. There are many ways one can advertise on a blog; by placing ads on the site, sponsoring the review of the product or the service on the blog, text linking etc. Many companies in India are now creating their blogs and promoting themselves through this medium. Big FM radio jockeys maintain their personal blogs which are linked on the company website. Companies are also creating fictional blog as a marketing tool to promote a product. Big companies like Nokia pay independent bloggers to review their phones. Blogging has given a new meaning to advertising. People want to trust content on the blog because there is transparency. However, companies need to take into consideration the honest opinions that may be published on the blog about their products. This can give them a feedback and a reality check about their product/service and also help them to improve on the same. Hence, quintessentially, blog advertising can be categorized in three parts: Advertising on blogs: putting up banners, click-through ads and other types of ads on the blogs.

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Blog owned by the companies: Where company lets out information about its product or service and answers consumer queries, building brand loyalty Company sponsoring individual blogs: Some companies sponsor individuals to write about their product or service on their blog. Blogging has thus become one of the fastest growing new means of advertising in India.

2.3 Media stats and overall expenditure trend

Indian advertising spends as a percentage of GDP -- at 0.34 percent -- is abysmally low, as opposed to other developed and developing countries, where the average is around 0.98 percent. Advertising revenues are vital for the growth of this industry. While today the low ad spends may seem like a challenge before the E&M industry, it also throws open immense potential for growth, points out the report. This potential can be estimated by the fact that even if India was to reach the global average, the advertising revenues would at least double from the current level of around INR 132 billion, as per the report.

Different media expenditure is shown below Television: Current size: Rs 14,800 crore Projected size by 2010: Rs 42,700 crore CAGR: 24% Filmed entertainment:

Current size: Rs 6,800 crore Projected size by 2010: Rs 15,300 crore CAGR: 18%

Filmed entertainment:

Current size: Rs 6,800 crore Projected size by 2010: Rs 15,300 crore CAGR: 18%

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Radio:

Current size: Rs 300 crore Projected size by 2010: Rs 1,200 crore CAGR: 32%

Music:

Current size: Rs 700 crore Projected size by 2010: Rs 740 crore CAGR: 1%

Live entertainment:

Current size: Rs 800 crore Projected size by 2010: Rs 1800 crore CAGR: 18%

Out-of-home advertising:

Current size: 900 crore Projected size by 2010: 1750 crore CAGR: 14%

Internet advertising:

Current size: Rs 100 crore Projected size by 2010: Rs 750 crore CAGR: 50%

Expenditure share of overall media

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Now the interesting observation we have to make here is though TV has the highest contribution towards expenditure the growth rate of RADIO and INTERNET is higher. With 51 | P a g e

the clear reason being increasing number of FM channels in RADIO and whooping numbers of internet subscription.

3) Indian advertisement advertisement

Vs

International

-Mercedes-Benz. In 1995 launches E class ..fails ! - Lufthansa joined forces the Modi Group, to launch a new domestic private airline, ModiLuft, in 1993 fails ! - Dominos Pizza. initial entry in India fails ! - Kelloggs entry to Indian market .. fails ! What according to you was the reason of failure for above companies? Dont they have good product? Do they lack in quality? Did they cut on their advertising? No. No. No.

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The only reason that they failed to understand the local market and applied the same strategy of their native country market. So missing out on basic marketing P. i.e. Place. Today we are talking about this because we are in era where you cannot apply same marketing strategy everywhere equally. And here we find our basic difference between Indian Ad and International Ads. Now the industry has an mixed opinion about this topic, but according to me it depends more on your product and the target audience. And that is why well have lots of cases here to observe Today when we are talking about Indian ads getting international standard w have to understand that the basic appeal has remain same in Indian ad which makes it more Indian. ( talking about international ad we are mainly considering USA And Europe market) The basic aspects which differentiates between Indian and international ad are as follows 1) Culture 2) Positioning and targeting 3) Consumer behavior 4) Penetration of media 5) Approach 6) Creativity

3.1) Culture An important first step to successful global marketing is to understand the similarities and dissimilarities of values between cultures. Consumers grow up in a particular culture and
become accustomed to that culture's value systems, beliefs, and perception processes. Consequently, they respond to advertising messages that are congruent with their culture, rewarding advertisers who understand that culture and tailor ads to reflect its values. Talking

about India it a country of age old and respected culture having numerous aspects to it. The culture not only is a part of society but also affect your work in organization. That is why you will see many Indian ads which tries to engage some part of Indian culture with their product. The new ad makers specifically make it a point to do so. For an example Future Generali life insurance shows ad where name of the house is the name of the wife itself indicating that she Is the soul of house (which is a Indian belief). Also the tag line says ek shagun jindagi ke naam . such ads can easily be correlated with Indian consumer. If you obsrve the ad does not speak anything about insurance because it is first trying to get familiar with their customer and increasing brand recognition. The best example is again BAJAJ auto relaunching HAMARA BAJAB campaign. Where youth was shown passionately riding bajaj with his girlfriend on backseat but at the same time respecting the elderly gentleman passing by and also the rangoli on the road. You will never see such an ad of a product like motorcycle.

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At the same time the relationship culture is more open in USA and EUROPE so you will see guy impressing girl with his stunts on bike and that will be the ad. As riding heavy bikes is also a part of their culture. Festivals is one the major aspect of the Indian culture which is best use by COCA COLA. Many ads of coke will show how coke will add to joy of festival. This is mainly because coke wants to get attached with the consumers life. Whereas the international ads of coke hardly show any culture related, instead theyll show how coke helps to quench thirst. Culture is not only the religious culture but also the sports culture. So in India you will find ads mostly on CRICKET than any other sport. At the same time same product will be endorsed by some other famous sport. Best example is sports apparel like NIKE , ADIDAS. REEBOK etc.

Basketball ad

cricket ad.

3.2) Positioning and targeting It is very much possible that one product positioned in one market can have different positioning in other market. Depending upon target audience the ad changes. For an example PEPSI in India target the youth and all the ads in India talks about youth and makes ad accordingly to attract more youth(youngistan). At the same time internationally Pepsi target consumer right from a kid to grandfather. We also have to understand how you position your product under what segment. To understand this better lets take Kelogges example. When kelogges cereals were 54 | P a g e

launched in India it was positioned as breakfast food. Now in India breakfast is always heavy and strong. So Indian consumer did not accepted the product as it served less quantity not filling. Later kelogge had to come up with different addition and targeting kids and became successful. Poor and clumsy study of market caused failure in early stages.

3.3)Consumer buying behavior Its very important to understand the mentality or the psychology of the consumer you are targeting. The consumers need is the main drive behind the buying behavior. The major difference in the Indian and American or European cust is that the Indian buying behviour is cost driven most of the time at the same time the later is quality and usage driven. Example McDonald ad in international ad talks about the menu and delicious taste , at the same time Indian ad focuses on price. happy price menu at Rs 20. Some of the significant buying behavior of Indian consumer. - Price conscious - Gives important to quantity - Indian believes in long term usage of the product. - While buying they like to see and feel the product physically and that is the reason why internet trading of goods is less in India. - Believes more on opinion of a known person rather than advertisement. At the same time American / European are exactly opposite of this. 3.4)Penetration of media to run any media campaign the availability of media is very imp. In international scenario the penetration of media like TV and internet is very high thus they can rely on those media. Which is not the case in India. If your target is rural part then you cannot rely on TV media alone. Also in such scenario the usage of traditional media is very iffective. The best example for the same is HERO HONDA. The marketing executive of Hero Honda were appointed to mills where farmers use to come for selling the crop. The marketing executive use to talk to them in free time for bike sale. This was direct marketing and was very effective in rural part. 3.5)Approach What is the meaning of approach? Its by which way try to convey the message to your customer about the product. What kind of appeal is used more to attract the cust. Indian ad are mostly seen with Emotional appeal. It has been observed that Indian viewer love to get emotionally touched and thus they get easily connected with the product. The attitude is like we can know the features later! So even Indian ad maker have started to come with emotional slogans like sar utha ke jiyo-HDFC jindagi ke sath bhi jindagi ke bad bhi- LIC desh ka namak-TATA etc. At the same time the international ad have more of Rational appeal. And therefore ad will speak about the tequnicality of the products its feature etc.

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The best example as I can think now is TOYOTA INNOVA. The international ad of the car shows how spacious it is , the power , and the design etc. at the same time Indian ad with Aamir khan is shown in different roles of family , as father ,son ,husband , bother, indicting the multiutility of the car. In one segment Aamir khan is shown in traditional wear relating to Indian culture. Also lots of sex appeal is used in international ad which is growing trend in India too. The humor is an appeal in which Indian ads are doing really well and better than international ad.

3.6)Creativity It is difficult to compare the creativity of ads of different market. But as per the experts the Indian ads are more creative. To support the statement Ill elaborate. Indian ad maker when makes an ad which will be seen by an Maharashtrian , Punjabi, south Indian and many more different people . the point here is he has to make an ad which can be understood all target customers. But international ads are mostly in English only . Also the agencies in USA and Europe do not have the ultimate freedom of working to the best of their creative level but to limit it as per the requirement which is not the case in India fortunately.

Apart from all these differences there are many companies who are coming to India and adapting to environment here. And that is the area when they actually understand the difference in both ad industries.

4.International ads don Indian colours

The brands are global, the commercials distinctly Indian. When fast food giant McDonalds entered the Indian market, they not only diversified their product adding the McAloo Tikki Burger, a humble potato burger, and other variants for the fastidious vegetarian customer but tweaked their ads too. So, the latest ad features a look-alike of popular movie icon Dharmendra, his star son Sunny Deol and a hark back to the good old days when prices were low - as low as their McAloo Tikki Burger

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. Very Indian, very local in its appeal - and an instant connect with the average Indian. As multinationals target Indias booming middle class, estimated to be anything between 150-350 million, with its increasing spending power, they are also modifying their marketing strategy for maximum appeal. The burger advertisements are classic examples of the current trend in Indian branding and advertising industry - think globally, act locally. Industry watchers call it glocalisation - a saleable mix of the global and the local, which represents human capacity to bridge scales from the local to global and vice versa. The term was first used by social scientist, Manfred Lange, in 1989 on the eve of the Global Change Exhibition in Moscow, Lange described the interplay of local-regional-global interactions as glocal. Glocalisation, explained Zubin Driver, network creative director of the television channel CNBCs TV18, is a product of globalisation and the local reaction to it. The praxis (applications) creates a working relationship between the two polarities. The imperatives of business, transactions and intermingling cultures create a new bandwidth, Driver told IANS. Glocalisation of the market and the media that is increasingly becoming fragmented to cater to niche audiences in Tier II cities and the semi-urban centres across the country have impacted advertising. Advertising agencies in our country are increasingly going in for international tie-ups. As a result, foreign brands are suddenly seeking local attention. The art of making an advertisement look local and endearing to Indians is the glocal spin-off in advertising, said Vipin Dhayani, creative head of the Everest Brand Solutions. When we see a spoofy campaign for McDonalds with look-alikes of the stars of yesteryears like Dev Anand, Dilip Kumar and Dharmendra making us laugh, it immediately

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connects us to our very own Bollywood in such a way that we forget that McDonalds is an international brand, the adman said. Brands like Pizza Hut, Coke, Mentos, Alpenliebe, Lays and Pepsi are all showcasing hardcore Indian nuances in their communication, Dhayani said. I would say that the trend really took off in the last five years. Most global brands now have local execution. At the end of the day, the needs and the wants of the people are pretty similar. But if we use local idioms for a global brand, it makes sense to the local audience, said Nirvik Singh, chairperson (Southeast and South Asia) of the Grey Global Group, an advertising and marketing agency. Till just a few years ago, advertisements for global brands in India were mere translations of their campaigns in the west in local languages. Indians masses, especially consumers in the Tier II cities, could not connect to their alien content because they did not factor in traditional lifestyles. But an emergent breed of homegrown creative whizkids grounded in Indian traditions has helped Indianise western influences in advertisements for global brands for local consumers. The new India-specific campaigns may be local in flavour but they have created and been lauded worldwide, especially by their parent brands, for their originality and out-of-the-box thinking. According to Prahlad Kakkar, CEO of Genesis Film Production, Indian advertising is finally taking into account local themes and translating them into advertisements. There was a time when the industry simply dubbed foreign advertisements in the vernacular language, but this is the era of transliteration, said Kakkar. Indian advertising agencies have the license to take creative liberties. As a result, distinctions between the national, local and international advertising agencies are gradually blurring as new challenges are emerging from abroad, especially in the developing markets. Take the example of the HSBC campaign. In banking, understanding a micro-cultural universe is as important as delivering a global understanding of the market place, Driver said. The bank launched an India-specific campaign with the tagline We understand your point of view focussing on the burning socio-cultural and environment issues in the country. And followed it up with another campaign, HSBC provides your solutions. Going by the fact that HSBC is a global financial entity, understanding India to position itself as a connected and empathetic brand must have been a challenge, say industry experts. It involved building cross-cultural bridges. According to David Gallagher, CEO and partner of London-based Ketchum, a leading advertising agency, the opportunities of a glocal market will reward agencies that can most adroitly bring their specialist expertise to the fore. The growth of Internet has given a vital push to the process of glocalisation. The Internet has spawned the growth of user-generated content and has created a bottom-up discourse in the consumption of media globally. Glocalisation is a celebration of this twoway street multiplied into billions of voices, Driver said. 58 | P a g e

The trend is forcing admen and marketing people across the world to innovate all the time. New delivery mechanisms and the recipe for brand survival in the glocalised era are shaping how many touch points a new consumer has in this age of the global-local interplay The trend, feels Dhayani, is here to stay. In fact it is getting larger by the day. India is a powerhouse in terms of consumerism. With its sound economy and population, it is obvious that multinational companies will keep coming to India. And local advertisements for global brands will continue to grow.

5.Interview with MR. ALYQUE PADMSEE

While working on this project I had an opportunity to interview the AD HADER of India Mr.Alyque Padmsee. It was an telephonic interview. Currently he owns his ad company AP ad agency, also working as advisor in LONDON Corporate training institute.

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60 years of career, what are the key factors that have changed in our advertising?

I joined advertising in late 50s so I have some perspective about society, and I would say by and large advertising was a copywriter and visualize sitting in a room, thinking crazy ideas and putting them in ads. As we came to 60s and 70s it became more professional, more disciplined. and finally when we came in 80s I think creativity , nut not in sense of making funny ads but going in the depth of the product to see what the products could actually deliver, and then dressing them up giving them creative leap to really exciting creative advertising. So what you describe is a transition from an armature creative to professional creative person. Right but the one change I noticed which I would like to share ,is advertising today in the new millennium is now having a heavy shadow of multinationals, it has beginning to fall across Indian advertising . I cannot put my LIRIL girl in bikini again today!

There seems to be a real drought of big ideas in Indian advertising today. Why is this so? Has creativity simply dried up before the pressures of the marketplace?

What has really happened is that the recession of the last two years in India, particularly in Indian advertising, has caused gloom. This happened in America in the 1970s after the oil crisis when suddenly everyone said, Oh my God, creativity is only a game! When youre rich you can play this game but when youre not so rich then you must get down to the business of hardsell. Advertisers then want to focus on basics: let us state that this is the product, this is what it can do for you, and here are a lot of add-ons thrown in. So weve got this culture of freebies for everything and everywhere.But I believe, and this is a personal belief based on my forty years as a communications man, that central to advertising is the idea that if you want people to change youve got to offer them some kind of incentive to change. When we were trying to move people away from washing their 60 | P a g e

clothes with laundry soaps to Surf detergent powder, we had to educate them about what a bucket wash was. Surf wash was a big idea. With Lifebouy for example, we had to tell people, especially the rural folk, that this was the healthy, hygienic alternative to bathing with a grate or mud mix. Thats how Lifebouy built its enormous franchise and is now found right through in every village in India. It isnt just a product made by Hindustan Lever, it is an idea of hygiene. Similarly, a condom is not a product made by Kamasutra, it is an idea of protection. Behind every product there should be a distinct benefit for people, one that ensures them of a better future. Even a history book has value though it talks about the past. You have to look at the past in order to learn for the future. What according to you is the major difference between Indian ad and international ad?

My opinion is that Indian ads are much more evolved then western ads. People think that trend follows from west to east but we are not follower in this industry. Another major difference is the people working here are more understanding and thats the reason why Indian ad are easy for Indian consumer. Yes we are emotional fools but our people have found the way to sell emotions through advertising also. The major problem in west is the overpowered MNCs limiting the creativity of agencies. They dont get freedom to express and has to work as per orders, we call it gadha mehanat here. Another issue is that in west sex appeal has no more remained an appeal if are not creative about it. Today nobody will buy your product just because you show nude girl in ad. But the technology and money is once aspect they dont want to compromise on which is a bad habit of MNCs in India. You have helped many global companies for their local campaigns in India. What is it that you primarily advise such company?

Its like you are coming to my house without address . you need to do home work before you jump into market, in the race of grabbing market share companies neglect such things and poor Indian vegetarian have to eat ham burger!! The point is do homework. When McDonald contacted me for 1st time I told them to introduce Indian flavors and Mc alootikki was born. Now this such a simple solution even management students like you can give. Indian owned ad agencies have been increasingly selling out to multinational networks. Is the Indian owned ad agency a dying breed?

Yes, youre right. Indians who pioneered ad agencies are selling out to Americans. This results in a kind of Americanized Indian agency which is not the same as an Indian Indian agency. The lure of money is irresistible. Those who havent sold are probably holding out 61 | P a g e

for a better price. Frank Simoes and Bal Mundkur have already retired. Sylvester da Cunha would too if he got a good price. So multinational money power will dominate the business. But if these foreign networks want to realise the value of their Indian investments, they must ask themselves why they bought the Indian agency. As simply a branch office or a stand alone nationalised office? In the latter case, theyd be better off to put an Indian in charge who understands the local market. Then theres our worship of status which we call izzat. Izzaat ka sawal is a great motivator in India. An Indian will do anything for izzaat, probably even kill someone. Again khunnas and revenge for family honour are peculiarly Indian.

How will the internet impact advertising in the future? What new challenges and opportunities does it pose?

As soon as the net becomes democratic and by that I mean the price of access comes down and computers become really cheap then it will spread like wild-fire across the country and across the world. Once that happens everyone will become net sensitive. Of course, the key is to make buying on the net cheaper than taking a bus to a retail shop. And once that happens the whole ballgame will change. Retail shops will have to become entertainment centers to attract customers. And advertising will definitely be more interactive. For example, if Heinz is on the net and calls itself the most flavorsome ketchup in the world, it will have to offer customers the option of free samples. Customers will be able to simply type in their requirements and have it delivered to their doorsteps. There will be a direct correlation between advertising and sales which will happen at the same time. It will be like one massive Sears-Roebuck catalogue.

What happens to creativity then?

The emotional proposition will always be there. Liril will be sold on the net but that doesnt mean the girl will not jump around the waterfall. She will in some way on the net. If she stops jumping then you dont need the product. But advertising will be linked into immediate retailing. You could call it advertailing if you like!

What are the new challenges facing advertising and communication professionals?

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Today, a lot of advertising people are setting up consultancy services. They have a good knowledge of the market and clients are looking for such marketing inputs. I think the agencies of today should be a combination of strategy, execution and marketing. And I will go one step further; they can provide help in product formulation. So if we take that approach, then the process begins with the formulation of the product, to positioning, to the strategy, to the creation of the advertising, to the placement of the advertising and more important, placement of the product in the market place. Kamasutra condoms is a case in point. We first thought of the positioning, then we thought of the name, and then we made the product. Another example I can give you is of Jet Airways with which I was involved right from the start. The positioning was clear: the five star hotel in the sky. And it has stuck to that. This positioning has given Jet a different status. Similarly, if I bundle a toothbrush with Filmfare or with Verve, there is a whole difference in status. The one bundled with Verve would be regarded as a special toothbrush and it would get a better premium than the one bundled with Filmfare. Everything in this world is sold. If a woman wants to attract a man, she wears lipstick. If a man wants to attract a woman he buys a flashy car. Everyone is out to sell something. Mr Naidu is out to sell the state of Andhra to foreign investors. Everything that is used to improve the future has to be sold.

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6.Bibliography
Website
1) http://www.youtube.com 2) http://www.scribd.com

3) www.impactonnet.com 4) www.exchange4media.com. 5) www.adclubbombay.co.in 6) http://www.thaindian.com/newsportal/entertainment 7) www.economictimes.com

Books 1) Foundation of advertising ,theory and practices -S.A. chunawalla, K.C. sethia 2) 50 careers in advertising -Anita sharan 3) Advertising innovative media option - K suresh 4) In Film Advertising -PRATEEk Kanchan

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