India’s advertising landscape is undergoing a transformative surge that’s practically superhero-level. Saying you need to stay alert is an understatement—seriously, every trick in the book is being pulled! Well, almost every trick.
Gone are the days when ads were just catchy tunes and those classic Hema Jaya TV spots. Back then, the playbook was set, and creative minds met over a glass of malt and a puff of cigars. Fast forward a couple of decades, and things have gotten seriously fancy. Now, you can’t even check cricket scores on your phone without stumbling upon a sneaky banner ad. And just when you think you can close your eyes to escape, a brand’s pulling some AI stunt to get you even then.
How do you dodge that as a consumer?
Spoiler alert: You can’t.
We’re in an era where you practically bribe brands to leave you alone, yet you give every brand a VIP pass to invade your space. You’re not just an audience anymore; you’re the bulls-eye. Today, advertising in India is this wild fusion of digital wizardry, influencer charisma, local flavors, and a generous sprinkle of social consciousness. The game’s changing, and the buzz is palpable.
Print, TV, and Radio used to be the holy trinity of Indian advertising. But now, they’ve got some serious contenders. With over 600 million internet users, India’s digital playground is where all the action is.
Platforms like Instagram, Facebook, and YouTube? That’s where the real magic unfolds.
Nowadays, your favourite food delivery app or streaming service knows just how to tickle your funny bone while making you crave biryani or a late-night binge of Stranger Things. Their cheeky social media posts, full of puns and memes, have turned them into household names. Sure, the lifespan of these campaigns is shorter than a Snapchat streak—maybe just a day, or a week at most. But that’s cool. By the time you’ve finished planning your next move, the audience has moved on to the next big thing.
Technology’s the new rockstar of advertising.
Augmented Reality (AR), Virtual Reality (VR), and Artificial Intelligence (AI)?
They’re not just buzzwords; they’re the secret sauce reshaping how brands and consumers connect. Ever tried on virtual glasses before buying? Thank the AR feature. Wondering where the advertising is?
“THIS IS ADVERTISING!” and boot all those boring planning slides out the window.
Today’s consumers, especially the younger crowd, want brands that stand for something. Social issues, environmental concerns, ethics—they’re front and centre in many ad campaigns now. From “Jaago Re” to “EatQual,” consumers want brands that resonate with their values. These days, ads aren’t just about selling stuff—they’re about building loyalty and making a difference.
But some things haven’t changed. In the race to be flashy, some advertisers forget the power of a good story. Despite our shrinking attention spans, audiences still crave entertainment. They still tear up over those long-format Diwali ads. Storytelling is still king. Brands that weave captivating narratives through powerful storytelling still rule the hearts and minds of consumers. Just look at the Amul Girl—the voice of modern commentary.
Sure, the number of planners in agencies might be dwindling, but insights never go out of style. The campaigns that stick with you? They’re the ones rooted in human insights and backed by interesting product truths. With shifting consumer behaviour and new consumption patterns, fresh insights are always on the horizon.
Brands are getting savvier, campaigns are getting more immersive, and audiences are more plugged in than ever. Whether it’s through a clever tweet, a heartwarming regional ad, or a purpose-driven campaign, the goal remains the same: to connect with consumers in a way that’s personal and meaningful.
