Massive changes are seen in the Indian Advertising Industry in the past few years. From huge billboards and hoardings to strongly appealing offers – the advertising world has fast fine-tuned itself to demand to the representatives of the altering face of new India.
From a modest start of a few lines spoken on the radio to the gaudy world of the Internet – the advertising world has come a long way. Initially, when the deodorant brand Rexona stepped into the Indian economy, it was faced with a mind – boggling problem of not being able to reach the youth through newspaper and television advertisements. This problem was extensively thought over and after a number of surveys; the conclusion reached was to advertise about deodorants on sites which encounter heavy traffic. It was suggested that the target customers were more likely to be Internet surfers than television viewers. The idea, earlier thought to be ridiculous, worked wonders for the company and was one of the most instrumental steps in helping the company create a consumer base in The latest transformation observed in the world of advertising is how it is aligning itself to draw the attention of youth near the brands. The advertisements are intended in a manner that the youth identify with the brand and relate promptly to it.
The sudden change in the target audience of brands is considered to be a conscious decision following data expressing that the majority of Indian audience is between 16-25 years of age. The idea that India is seen to be an upcoming economy with a lot of potential is utilized by the makers in promotion of their brand. By projecting India as an imminent super-power, the brands give the consumers a feeling of being potent, sovereign and powerful.
Another arena tapped upon by the advertisers is the social networking sites which are the most hyped and read about media in these times.Facebook and Twitter are the most popular sites. On Facebook, the brands start by creating a page,”liking” which promises “exclusive gifts and goodies”. The suggestion that a simple click could win you things which you would have to think about twice before shelling out money for – is both fantastic and tempting and thus, manages to thrive successfully.
Advertising has been an immensely crucial aspect of business – for what the society doesn’t see, it doesn’t buy. The advertising world has always been extremely dynamic and ever-evolving, but with the revamping of advertisements as per the economic situation of the country – it guarantees an industry that is more vibrant and vivacious than ever before.