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The history of advertising agencies in India can be traced from the 18th century. The first advertisements appeared in the Hickely’s Bengal Gazette, India’s first newspaper, a weekly magazine.
Advertising in the beginning was mainly for informative purposes rather than promotional reasons. Today the trend is highlighting the purpose with maximum creativity. Studios were initiated by newspapers to enhance appearances. The studio comprises of the visualisers, illustrators and a copy experts who could fine tune the available information and make it interesting.
B. Dattaram & Co. has claimed to be the oldest agency in the advertising circuit in India establishing in 1905. In 1912 ITC, the giant tobacco company launched Gold Flake. In the 20s foreign advertising agencies entered the Indian market. Mergers and acquisition were seen to give rise to Ogilvy and Mather, Clarion etc. In 1929 J. Walter Thompson (JWT) was established to service General Motors Business.
But it was only in 1939 that Levers launched Dalda and marketed it as an exclusive brand. A campaign format of advertising was particularly designed for the Indian market. From then on advertising unmasked its jaded tone to don a creative face. Strategizing, planning, branding were now the common terms. Lux as we all know uses celebrity endorsements. But it all began with Leela Chitnis in 1941 to endorse the product. In the same period HTA was the reincarnated name of JWT in India. It made Horlicks more relevant in India by introducing the Balanced Nourishment concept.
With advertising agencies well established and flourishing it was now time for fraternity groups to formulate. The Advertising Club was thus formed in 1954. It motivated the advertising brotherhood with awards and brought the advertising circuit in a closer knit. From print to radio, advertising was exploring new avenues. 1967 witnessed the first commercial on Vividh Bharati.
Advertising reached its peak and many professionals were seen to shift from their parent company to get steady on their own. Arun Nanda and Ajit Balakrishnan formed Rediffusion in 1974, Ravi Gupta formed Trikaya Grey, RK Swamy merged with BBDO.
Commercial television advertisements began in 1976. But it was only in 1982 that Bombay Dying aired its first colour TV commercial. Between 1985 and 86 a whooping 915 brands and services were visible in the Indian market. Surely suggesting the high rise of the advertising industry.
Awards then came into being. Abbey is the award name christened by the advertising club. Cannes in France has become the biggest advertising award. Advertising on the whole becomes an interesting career. Many students now professionalise in this field. These professionals are in demand as professional inputs to the industry only transcend it into the next level.
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