The evolution of advertising in India has been nothing short of remarkable, marked by pioneering efforts and significant milestones. Among these milestones, the first advertisement in India holds a special place, laying the foundation for the vibrant advertising industry we know today.

This historic moment not only introduced the concept of advertising to the Indian populace but also ignited the growth of advertising businesses across the nation.

In the annals of Indian advertising history, the tale of the first advertisement in India is a captivating one. It marked the inception of an industry that would eventually become a pivotal part of the country’s economic and cultural landscape. This vital moment in advertising in India also heralded the establishment of the first advertising agency in India, shaping the course of ads media and advertising businesses.

History of Advertisement in India 

The history of India advertise is intertwined with its colonial past. The British Raj oversaw the emergence of India’s first newspaper, “The Bengal Gazette,” or “Calcutta General Advertiser,” helmed by James Augustus Hicky.

It primarily served as a platform for classified ads, heralding the birth of advertising in the country. These ads served practical purposes, such as announcing births, deaths, furniture sales, and the arrival of English ships for trade. The year 1857 marked a significant turning point in India’s journalism landscape. 

Along with the passage of the Vernacular Press Act in 1876, this was the year when the Indian and British presses started to diverge. In 1861, Robert Knight launched “The Times of India,” a pioneering newspaper. A few years later, in 1868, “Amrit Bazar Patrika” made its debut.

Indian newspapers played a crucial role in India’s fight for independence, using their pages to galvanise the masses. After gaining freedom, newspapers became industrialised, providing employment to a significant workforce. 

How Newspaper Advertising Shaped the Early Days of Marketing in India

Over the decades, advertising evolved from simple classifieds to more sophisticated forms. W.S. Smith founded the Indian Advertising Agency, which was the first advertising agency in India, in 1905. This marked the formalisation of advertising businesses in the country, setting the stage for exponential growth in the years to come. 

The growth of advertising in India has been nothing short of remarkable. From its humble beginnings in newspapers, it expanded into radio, television, and digital media. As India advertise to open up to globalisation, advertising has become more competitive and innovative.

First Newspaper Advertisement in India

The story of print advertising in India begins in the 18th century, during the British colonial era. The first newspaper to be published in India was the ‘Bengal Gazette,’ also known as the ‘Hicky’s Gazette,’ which was founded by James Augustus Hicky in 1780 in Calcutta (now Kolkata). This marked a significant moment in Indian media history.

It wasn’t long before the concept of advertising found its way into newspapers. The first recorded newspaper advertisement in India appeared in the ‘Bengal Gazette.’ It was a simple announcement offering a house for rent. This modest advertisement paved the way for a revolution in Indian advertising, setting the stage for what was to come.

Evolution of Print Advertising

As newspapers gained popularity in India, so did the practise of advertising. Advertisers began to recognise the potential of newspapers as a means to reach a wider audience. The 19th and early 20th centuries witnessed a gradual evolution in the style and content of print advertisements.

Advertisers began to experiment with visuals and catchy headlines to attract readers’ attention. The use of illustrations and photographs became common, adding a visual dimension to the advertisements. Indian brands such as Tata, Godrej, and Amul started to use newspapers as a platform to promote their products and services.

Impact and Significance

The impact of newspaper advertising on Indian society and the economy cannot be overstated. It played a pivotal role in shaping consumer preferences, creating brand awareness, and promoting various products and services. Advertisements in newspapers also became a source of revenue for the newspapers themselves, helping them sustain their operations.

Today, newspaper advertising in India continues to thrive, albeit in a different form due to the digital age. Print ads are still an effective way for businesses to reach a diverse audience, and they coexist with digital advertising platforms.

The Radio Era in Advertising Businesses

Advertising in India has a rich history, dating back to the early 20th century, when the country witnessed its first advertisements. However, it was not until the advent of radio and television that advertising truly took off. During this era, brands recognised the power of audio-visual mediums to reach a wide audience. 

The first radio broadcast in India occurred in 1923, with the Bombay Presidency Radio Club airing its first radio programme. Soon after, brands began to see the potential of this medium for advertising. The first radio jingles and sponsored programmes emerged, setting the stage for the future of Indian advertising.

The Rise in Radio Advertising

Radio broadcasting in India commenced on July 23, 1927, with the establishment of the Indian Broadcasting Company, later known as All India Radio (AIR). It was during this time that the potential of radio as an advertising medium started to become evident. Let’s journey back to those pioneering moments when advertisers recognised the power of the airwaves.

Notable First Radio Advertisement

The first radio advertisement in India is a milestone worth exploring. It was in the early 1930s that the Indian State Broadcasting Service, which later became AIR, broadcasted its first paid radio commercial. While the details may be somewhat hazy, it marked the beginning of a new era in Indian advertising. 

Growth and Influence of Radio Ads

The growth of radio advertising in India was closely intertwined with the expansion of the medium itself. As radio sets became more common in Indian households, advertisers saw an opportunity to reach a broader audience. Discover how radio ads evolved from simple announcements to elaborate campaigns and endorsements, leaving a lasting impact on Indian consumers.

Beginning of the Golden Age of TV Ads

Television advertising made its debut in India in the early 1960s, when Doordarshan, the national broadcaster, began transmitting regular television broadcasts. This marked a significant turning point in the country’s advertising industry, offering a new and powerful medium for businesses to showcase their products and services. 

The first television advertisements were relatively simple, but they laid the foundation for the vibrant and diverse landscape of TV advertising in India that we see today.

Iconic First TV Commercial

As television advertising gained momentum, some advertisements stood out for their creativity and impact. Let’s take a closer look at an iconic first TV commercial that left an indelible mark on Indian viewers.

One of the most memorable and influential television ad campaigns in India is the ‘Lalitaji’ campaign by Surf Excel. Launched in the 1980s, this campaign featured the character Lalitaji, played by the talented actress Kavita Chaudhary.

In these ads, Lalitaji was portrayed as a wise and thrifty homemaker who knew the value of money. She would often compare prices and choose Surf Excel because it offered more washes per packet. The tagline, “Surf Excel hai na,” became synonymous with smart shopping decisions.

The ‘Lalitaji’ campaign not only boosted Surf Excel’s sales but also made a lasting impression on Indian households. It showcased the power of storytelling in advertising and the ability of a relatable character to connect with the audience.

The First Indian TV Commercial

The first-ever television commercial in India is credited to Bulova Watches, which aired in 1976. This iconic ad featured a simple yet effective message, “Bulova – It’s Bulova Time,” and left a lasting impression on viewers. It marked the beginning of television advertising’s journey in India and set the stage for future campaigns.

The Liberalisation Era

In 1991, India embarked on a path of economic liberalisation, opening its doors to foreign investment and competition. This led to a significant shift in the advertising landscape. International brands began targeting the Indian market, leading to a surge in television advertising. Brands like Coca-Cola, Pepsi, and Nestle became household names through their engaging TV commercials. 

Outdoor Advertising

Billboards and Hoardings in India

Billboards and hoardings are ubiquitous sights in Indian cities and towns today, but their history in India can be traced back to the colonial era. The British introduced outdoor advertising as a means to promote products and services.  The first billboards were erected in major cities like Kolkata, Mumbai, and Chennai, showcasing advertisements for various consumer goods.

These early billboards featured hand-painted advertisements and were strategically placed in high-traffic areas. The use of large, eye-catching visuals and concise ad copy became the hallmark of successful outdoor advertising.

First Outdoor Advertisements

The first outdoor advertisements in India were primarily aimed at promoting British products and services. One notable example is the promotion of Oxo, a popular British beef extract product, in the early 1900s. The Oxo advertisement, with its distinctive red and yellow colors, became an iconic image in Indian outdoor advertising history.

As Indian businesses began to flourish, they also embraced outdoor advertising. One of the pioneering Indian brands to use billboards effectively was Parle-G, which advertised its biscuits with catchy taglines and memorable visuals. This marked a shift towards advertisements that resonated with the Indian audience.

Innovations in Outdoor Advertising

Innovations in outdoor advertising have kept it relevant in the digital age. LED billboards, interactive hoardings, and 3D advertising have transformed the way brands communicate with their audience. These innovations provide advertisers with creative ways to capture attention and engage viewers.

Outdoor advertising is no longer limited to static billboards. Mobile billboards, where advertisements are displayed on vehicles, have gained popularity. Additionally, location-based advertising using GPS technology allows businesses to target specific audiences in real-time.

Indian Perspective on Celebrity Promotions

History of Celeb Advertising in India

The concept of celebrity endorsements is not new. It has been an integral part of advertising since the early 20th century, when celebrities like Charlie Chaplin and Greta Garbo endorsed products. However, in India, the trend gained prominence with the rise of film and television.

In India, celebrities are often viewed as demi-gods, and people aspire to emulate their lives. This admiration and fascination with celebrities make them powerful influencers over the masses. Indian consumers tend to trust the choices and preferences of their favourite celebrities, making celebrity endorsements a potent advertising tool.

Growth of Celebrity Endorsement in India

The popularity of celebrities in India has led to a significant increase in celebrity endorsements. The industry has witnessed steady growth, with a compound Annual Growth Rate (CAGR) of 10% between 2007 and 2021. This growth extends beyond actors and actresses to include sports personalities, YouTube stars, and other influencers.

The financial aspect of celebrity endorsements in India is noteworthy. Celebrities, especially those with higher popularity and influence, command substantial fees for endorsing products. For instance, Virat Kohli’s brand valuation of $237.7 million soon overtook Shah Rukh Khan’s value of $165 million in 2014. Virat Kohli is now at the top of the list of celebrity brand endorsers in India.

Diverse Approaches to Celebrity Branding

Brands in India adopt various approaches to celebrity branding. Some celebrities make one-time appearances in ad campaigns, such as Flipkart’s Big Billion Days sale, which featured the likes of MS Dhoni, Amitabh Bachchan, and Deepika Padukone. Others enter into contract-based agreements with brands, committing to a fixed-term association.

With the introduction of numerous new brands in the Indian market each year, the competition is fierce. To quickly reach the Indian audience and create brand awareness, companies often enlist celebrities as their brand ambassadors. The star power of these celebrities helps generate instant recognition and trust among consumers.

In addition to established celebrities, influencers from various fields have also become a crucial part of brand endorsements. These influencers, with their niche followings, can have a significant impact on specific target demographics, making them valuable assets for advertisers.

Final Thoughts

The first advertisement in India paved the way for an ever-evolving landscape that influences our choices and perceptions daily. In the constantly evolving advertising world of advertising, India has made its mark as a significant player. As technology advances and consumer behaviour changes, it will be fascinating to see how advertising in India continues to adapt and thrive. It’s a testament to the enduring power of creativity and communication in the business world.