History of Advertising
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Transcript of History of Advertising
History of Advertising in India since 18th Century!
Indian Advertising starts with the hawkers calling out their wares right from the
days when cities and markets first began.
18th Century:
Concrete advertising history begins with classified advertising
Ads appear for the first time in print in Hickey’s Bengal Gazette, India’s first
newspaper (weekly).
Studios mark the beginning of advertising created in India (as opposed to
imported from England) Studios set up for bold type, ornate fonts, more fancy,
larger ads
Newspaper studios train the first generation of visualisers & illustrators
Major advertisers: Retailers like Spencer’s, Army & Navy and Whiteaway &
Laidlaw
Marketing promotions: Retailers’ catalogues provided early example
Ads appear in newspapers in the form of lists of the latest merchandise from
England
Patent medicines: The first brand as we know them today were a category of
advertisers
Horlicks becomes the first ‘malted milk’ to be patented on 5th June 1883 (No.
278967).
The 1900s:
1905 — В 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
1925 — LR Swami & Co, Madras
1926 — 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, then 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
1928 — BOMAS Ltd (Formerly DJ Keymer & Co Ltd) set up
1929 — J Walter Thompson Co Pr. Ltd formed
Indian agencies, foreign advertising in the thirties:
1931 — National Advertising Service Pr. Ltd. Bombay set up
— Universal Publicity Co, Calcutta formed
1935 — Indian Publicity Bureau Pr Ltd, Calcutta established
1936 — 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 campaign specifically developed for India
— The Press Syndicate Ltd, Bombay set up
Indianising advertisements in the forties:
1940 — Navanitlai & Co., Ahmedabad set up
1941 — 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 formed
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
1946 — Eastern Psychograph Pr. Ltd., Bombay set up
— Everest Advertising Pr. Ltd, Bombay established
1947 — Grant Advertising Inc, Bombay formed
— Swami Advertising Bureau, Sholapur started
1948 — RC Advertising Co Bombay set up
— Phoenix Advertising Pr. Ltd, Calcutta formed
Corporate advertising in the fifties:
1950s — Radio Ceylon and Radio Goa become the media option
1951 — Vicks VapoRub-a rub for colds causes ripples with its entry in the
balm market
1552 — Shantilal G Shah & Co, Bombay
1954 — Advertising 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
1958 — Shree Advertising Agency, Bombay
1959 — Associated Publicity, Cuttack
Creative revolution in the sixties:
1960 — 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 — India’s television’s first soap opera – Teesra Rasta enthralls viewers
1963 — BOMAS changes names to SH Benson’s
— Stronach’s absorbed into Norvicson
— Lintas heading for uncertainty
— Levers toying with giving its brands to other agencies
— Nargis Wadia sets up Interpub
__ Wills Filter Tipped cigarettes launched and positioned as made for each
other, filter and tobacco match
1965 ___ Kersey Katrak sets up Mass Communication and Marketing (MCM)
1966 — Government persuaded to op 1 up the broadcast media
__ Ayaz Peerbhoy sets up Marketing and Advertising Associates (MAA)
1%7 _ First commercial appears on Vividh Bharati
1968 — Nari Hira sets up Creative Unit
— India wins the bid for the Asian Advertising Congress
1969 — Sylvester daCunha left Stronach’s to run ASP; later sets up daCunha
Associates
1970 — Frank Simoes sets up Frank Simoes Associates
The problematic seventies:
1970, 1978 National Readership Studies provided relevant data on
consumers’ reading habits
1970 — Concept of commercial programming accepted by All India Radio
__ Hasan Rezavi gives the very first spot on Radio Ceylon
1971 — Benson’s undergo change in name to Ogilvy, Benson & Mather
1972 —- Western Outdoor Advertising Pvt. Ltd (WOAPL) introduces first
closed circuit
TV (CCT) in the country at the race course in Mumbai
1973 — RK Swamy/BBDO established
1974 — MCM goes out of business Arun Nanda & Ajit Balakrishnan set up
Rediffusion
1975 — Ravi Gupta sets up Trikaya Grey
1976 — Commercial Television initiated
1978 _ First television commercial seen
1979 — Ogilvy, Benson & Mather’s name changes to Ogilvy & Mather
Glued to the television in the eighties:
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 Media planning gets a boost
1983 — Maggi Noodles launched to become an overnight success
— Canco Advertising Pvt. Ltd. founded
__ Manohar Shyam Joshi’s Hum Log makes commercial television come alive
— Mudra sponsors first commercial telecast of a major sporting event with the
India-West Indies series
1084 — Hum Log, Doordarsharrs first soap opera in the colour era Is born
— Viewers still remember the sponsor (Vicco) of Yeh Jo Hai Zindagi!
1985 — Mudra makes India’s first telefilm, Janam
1985-86 — 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
1989 — Advertising Club Bombay begins a biennial seminar called
‘Advertising that Works’
— Advertising & Marketing (A&M) magazine launched
Tech savvy in the nineties:
1990 — Marks the beginning of new medium Internet
— Agencies open new media shops; go virtual with websites and 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 (Satellite Transmission
for Asia Region)
1992 — Spectrum, publisher of A&M, constitutes its own award known as
‘A&M
Awards’
— Scribes and media planners credit The Bold And The Beautiful serial on
STAR Plus channel as a soap that started the cultural invasion
1993 — India’s only advertising school, MICA (Mudra Institute of
Communications
Ahmedabad), is born
— Tara on Zee TV becomes India’s first female-centric soap
1995 — Advertising Club of Bombay calls its awards as Abby
— Country’s first brand consulting firm, SABRE (Strategic Advantage for
Brand Equity) begins operations
1996 — The 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
1997 — Media boom with the growth of cable and satellite; print medium sees
an increase in titles, especially in specialised areas
— Government turns towards professional advertising in the private sector for
its VDIS campaigns
— Army resorts to the services of private sector agencies
— Advertising on the Internet gains popularity
— Equitor Consulting becomes the only independent brand consultancy
company in the country
— Several exercises in changing corporate identity
— For the first time ever, Indians stand the chance of winning the $ 1-miliion
booty being offered by Gillette as part of its Football World Cup promo 1998
— Events assume important role in marketing mix
— Rise of software TV producers banking on ad industry talent
— Reinventing of cinema -advertising through cinema begins
1998 — Lintas becomes Ammirati Puri Lintas (APL)
1999 — B2B site agencyfaqs.com launched on September 28, 1999
— The Advertising Club Bombay announces the AdWorks Trophy
In the new millennium:
2000 — Mudra launches magindia.com – India’s first advertising and
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 family-oriented 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
2002 — Lowe 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
Integrated Marketing Communications
Integrated Marketing Communications is a simple concept. It ensures that all forms of communications
and messages are carefully linked together.
At its most basic level, Integrated Marketing Communications, or IMC, as we’ll call it, means integrating all
the promotional tools, so that they work together in harmony.
Promotion is one of the Ps in the marketing mix. Promotions has its own mix of communications tools.
All of these communications tools work better if they work together in harmony rather than in isolation.
Their sum is greater than their parts – providing they speak consistently with one voice all the time, every
time.
This is enhanced when integration goes beyond just the basic communications tools. There are other
levels of integration such as Horizontal, Vertical, Internal, External and Data integration. Here is how they
help to strengthen Integrated Communications.
Horizontal Integration occurs across the marketing mix and across business functions – for example,
production, finance, distribution and communications should work together and be conscious that
their decisions and actions send messages to customers.
While different departments such as sales, direct mail and advertising can help each other through
Data Integration. This requires a marketing information system which collects and shares relevant
data across different departments.
Vertical Integration means marketing and communications objectives must support the higher level
corporate objectives and corporate missions.
Meanwhile Internal Integration requires internal marketing – keeping all staff informed and motivated
about any new developments from new advertisements, to new corporate identities, new service
standards, new strategic partners and so on.
External Integration, on the other hand, requires external partners such as advertising and PR
agencies to work closely together to deliver a single seamless solution – a cohesive message – an
integrated message
Fast-moving consumer goods (FMCG) or consumer packaged goods (CPG) are products that are sold quickly and at relatively low cost. Examples include non-durable goods such as soft drinks, toiletries, over-the-counter drugs, toys, processed foods and many other consumables.[1][2] In contrast, durable goods or major appliances such as kitchen appliances are generally replaced over a period of several years. The term was coined by Neil H. Borden in 'The Concept of the Marketing Mix' in 1965.(1996,Prentice-Hall, Inc.)