Advertising in India: The Journey So Far and Road Ahead. Issue 2 (June 2021)

• Record Type: Journal Article
• Authors: Maheshwari, Prateek
• Is Part Of: FIIB business review. Volume 10:Issue 2(2021)
• Page Start: 87
• Page End: 101
• Publication Date: 2021-06
• Subjects: Advertising in India -- Indian advertising history -- evolution of advertising in India -- storytelling; Business -- Periodicals; Economics -- Periodicals; Business; Economics; Periodicals; 650
• DOI: 10.1177/2319714519869463
• Languages: English
• ISSNs: 2319-7145

Abstract

The present research article is an attempt to chronicle and examine the journey of seven decades of Indian advertising, from the era of Indian independence to contemporary India. The Indian advertising journey is divided into three broad phases. While the first phase takes pre- and post-independence years of advertising in India into account, the second phase discusses, in detail, the changing Indian economic, political and social scenario which redefined the women's and children's role in Indian advertising. The last phase describes the contemporary era when Indian advertising is gaining global attention and appreciation. Indian advertising has made a long and transformative journey. Beginning as a direct factual presentation of offerings, Indian advertising has changed significantly, employing creative and unconventional methods to present products and services. This research article is first-of-its-kind attempt to chronicle and examine the evolution of the Indian advertising industry since independence.