🕰️ 1. From Functional to Emotional Messaging
Then (1940s–60s):
- Ads focused on rational benefits: “Whitens teeth”, “Cleans better”, “Freshens breath”.
- Brands sold features with direct language.
Now:
- Emphasis on emotional resonance: love, pride, identity, inclusion.
- From “what it does” to how it makes you feel.
Example: From “Nirma cleans clothes” to “Washing powder Nirma” – a jingle everyone remembers.
🧠 2. From Awareness to Aspirations
Then:
- Products were introduced to inform and educate consumers in a newly independent, developing country.
- Ads targeted elite, urban, English-speaking audiences.
Now:
- Ads reflect aspirations of middle-class and small-town India.
- The tone is relatable, inclusive, and reflective of India’s diversity.
Example: Santoor’s long-running campaign showing evolving Indian women — from homemaker to anchor to singer.
📺 3. From One Channel to Many Platforms
Then:
- Dominance of Doordarshan meant mass reach with one creative asset.
- Brands could build national memory through a single media window.
Now:
- Media is fragmented — YouTube, Instagram, OTT, regional TV, and more.
- Repetition is rare, attention spans are short.
- Marketers must customize creatives per platform and region.
Insight: “In the past, you ran one ad for 2 years. Now, brands run a new one every month.”
🎭 4. From English-Led to Indian Language-Led Creativity
Then:
- Copy was written by English-speaking elites, often from theater backgrounds.
- The tone was Westernized, disconnected from the majority.
Shift Point:
- In 1979, the arrival of writers like Kamlesh Pandey sparked change.
- Hindi and vernacular storytelling entered the creative room.
Now:
- Language is fluid: Hinglish, regional idioms, cultural symbols are common.
- Ads feel more “apna” (our own).
Example: Uncle Chips’ “Bole mere lips, I love Uncle Chips” — a perfect Hinglish blend.
📉 5. From Brand-Building to Performance Marketing
Then:
- Focus was on long-term equity, consistency, and brand recall.
Now:
- Rise of clicks, conversions, impressions, CPMs, CTRs.
- Performance marketing dominates digital strategies.
- Risk: brand identity can get diluted with frequent campaign changes.
Warning from Ambi: “Changing campaigns every month confuses consumers.”
🎥 6. From 30 Seconds to Long-Form Content Again
Then:
- Early ads in cinema halls lasted 90 seconds or more.
- Then came TV — and the 30-second TVC became the norm.
- Later, brands were forced into 15, 10, or 6-second digital ads.
Now (again):
- Digital video allows 2–5 minute brand stories.
- Content marketing thrives: series, branded films, influencer-led stories.
Example: Vicks’ transgender adoption ad, Amul’s 8,000+ recipe videos, Tanishq’s remarriage film.
🤝 7. From Client-Controlled to Trust-Driven Partnerships
Then:
- Clients had tight control over every script and storyboard.
- Agencies were often constrained creatively.
Now (in good partnerships):
- Trust empowers creativity.
- Case in point: Amul’s hoardings go live without client approval, because of deep trust.
Quote: “If your client approves everything you show, you better show them only good stuff.”
🌍 8. From Monoculture to Microcultures
Then:
- Ads tried to find one message for all of India.
- Cultural differences were simplified or overlooked.
Now:
- Brands respect regional identities, creating local versions of national ads.
- Storylines adapt to language, food habits, values, and icons.
Example: Brands now create ads specifically for Tamil Nadu, Kerala, etc., even using local celebrities.
🎯 In Summary: Key Phases of Indian Advertising
| Era | Focus | Language | Media | Strategy |
|---|---|---|---|---|
| 1940s–60s | Product Awareness | English | Print, Radio | Functional Ads |
| 1970s–80s | Emotional Bonding | Hinglish begins | Doordarshan | Jingles, National Memory |
| 1990s–2000s | Identity + Aspiration | Regional | Satellite TV | Storytelling, Comparative Ads |
| 2010s–Now | Data & Engagement | Multilingual | Digital + Social | Performance + Content Marketing |