Amandeep KaurChaitanya ShitoleHitesh AroraNikita GuptaStuti PandeySwati HuriaFMS 2008!0N"F#$ Gandhina%arH"S#&'( &F A)*+'#"S"NG#he +,olution o- Ad,ertisin%Age ofPrintIndustrialRevolution& ConsumerSocietyAge ofScienceRise ofAgencies Advertising DeclinesReintroducingConsumers toMarketingCreativeEraAccountabilityEra-144118! - 18!s1"!!- 1"!! 1"!s#orld #ar- I#orld #arII 1"!s 1"$!s- 1"%!s 1"%!s- 1""!s 1"&!smThe Post Industrial Age (Starting 1980)mAge of social responsibility / Quality of life issuesmLifestyle advertisingHistorical Roles of AdvertisingmThe Global Interactive Age(Last 15 years) mro!t" in !orld #ar$etsHistorical Roles of Advertisingm%"e &re'industrial Age (up to start of 19t" century)m%"e (ndustriali)ing Age (%o **1) m%"e (ndustrial Age (1900+s to 19,0s)m%"e &ost (ndustrial Age (Starting 1980)m%"e lobal (nteractive AgeHistorical Roles of AdvertisingCon.rete ad,ertisin% history /e%ins with .lassi-ied ad,ertisin%Ads appear -or the -irst time in print in Hi.key0s 1en%al Ga2ette3 "ndia0s -irst newspaper 4weekly5Studios mark the /e%innin% o- ad,ertisin% .reated in "ndia 4as opposed to imported -rom +n%land5 Studios set up -or /old type$ ornate -onts$ more -an.y$ lar%er adsNewspaper studios train the -irst %eneration o- ,isualisers 6 illustratorsMa7or ad,ertisers8 'etailers like Spen.er0s$ Army 6 Na,y and 9hiteaway 6 :aidlawMarketin% promotions8 'etailers0 .atalo%ues pro,ided early e;ampleAds appear in newspapers in the -orm o- lists o- the latest mer.handise -rom +n%landPatent medi.ines8 #he -irst /rand as we know them today were a .ate%ory o- ad,ertisersHorli.ks /e.omes the -irst 0malted milk0 to /e patented on 4No3 2?8@A?53 18th Century 1905 - B Dattaram & Co claims to be the oldest existing Indian agency in Girgaum in Bombay 1912 - IC !then Im"erial obacco Co# $td#% launches Gold &la'e 1920s - (nter the first foreign o)ned ad agencies - Gu*arat Advertising and Indian Advertising set u"- (x"atriate agencies emerge+ Alliance Advertising, ata -ublicity- $A .tronach/s merges into today/s 0orvicson Advertising- D 1 2eymer gives rise to 3gilvy & 4ather and Clarion 1925 - $R .)ami & Co, 4adrasThe 1900s 1926 - $A .tronach & Co !India% -r# $td, Bombay starts- Agency called 0ational set u" for American rather than British Advertisers- American im"orters hire 1agan 0ath 1aini, then advertising manager of Civil and 4ilitary Ga5ette, $ahore# 0ational today is still run by 1aini/s family- Beginning of multinational agencies- 1 6alter hom"son !16% o"ened to service General 4otors business 1928 - B34A. $td !&ormerly D1 2eymer & Co $td% set u" 1929 - 1 6alter hom"son Co -r# $td formed1931 National Ad,ertisin% Ser,i.e Pr3 :td3 1om/ay set up Bni,ersal Pu/li.ity Co$ Cal.utta -ormed1934 *enkatrao Sista opens Sista Ad,ertisin% and Pu/li.ity Ser,i.es as -irst -ull ser,i.e "ndian a%en.y1935 "ndian Pu/li.ity 1ureau Pr :td$ Cal.utta esta/lished1936 Krishna Pu/li.ity Co Pr3 :td$ Kanpur /e%ins operations Studio 'atan 1atra Pr3 :td$ 1om/ay esta/lished "ndian 1road.astin% Company /e.omes All "ndia 'adio 4A"'51938 =ayendra Pu/li.ity$ Kolhapur started1939 :e,er0s ad,ertisin% department laun.hes )aldathe -irst ma7or e;ample o- a /rand and a marketin% .ampai%n spe.i-i.ally de,eloped -or "ndia #he Press Syndi.ate :td$ 1om/ay set up Indian agencies, foreign advertising in the thirties 1940 - 0avanitlal & Co#, Ahmedabad set u" 1941 - $ux signs $eela Chitnis as the first Indian film actress to endorse the "roduct- Hindustan hom"son Associates !HA%, the current incarnation of 16, coins the Balanced 0ourishment conce"t to ma'e Horlic's more relevant to India- Green/s Advertising .ervice Agents, Bombay formed 1943 - Advertising & .ales -romotion Co !A.-%, Calcutta established 1944 - Da55al, Bombay comes into existence - Ran*it .ales & -ublicity -r# $td, Bombay startedIndianising advertisements in the forties1945 - (fficient -ublicities -r# $td, 4adras set u"- om & Bay !Advertising% -r# $td#, -oona begins o"erations in India 1946- (astern -sychogra"h -r# $td#, Bombay set u"- (verest Advertising -r# $td, Bombay established 1947- Grant Advertising Inc, Bombay formed- .)ami Advertising Bureau, .hola"ur started1948- RC Advertising Co, Bombay set u"- -hoenix Advertising -r# $td, Calcutta formed 1950s 'adio Ceylon and 'adio Goa /e.ome the media option1951 *i.ks *apo'u/8 a ru/ -or .olds$ .auses ripples with its entry in the /alm market1952 Shantilal G Shah 6 Co$ 1om/ay1954 Ad,ertisin% Clu/$ Mum/ai set up +;press Ad,ertisin% A%en.y$ 1om/ay "ndia Pu/li.ity Co3 Pr3 :td3$ Cal.utta1956 Aiyars Ad,ertisin% 6 Marketin%$ 1om/ay Clarion Ad,ertisin% Ser,i.es Pr3 :td$ Cal.utta195 *i,idh 1harati ki.ks o-- 1958 Shree Ad,ertisin% A%en.y$ 1om/ay1959 Asso.iated Pu/li.ity$ Cutta.kCor!orate advertising in the fifties 1960- Advertising Accessories, richur started - 4ar'eting Advertising Associates, Bombay set u" 1961 - Industrial Advertising Agency, Bombay comes into existence - Bal 4und'ur 7uits B34A. to set u" 8l'a the same year 1962 - India/s television/s first soa" o"era - eesra Rasta enthralls vie)ers 1963 - B34A. changes names to .H Benson/s - .tronach/s absorbed into 0orvicson - $intas heading for uncertainty - $evers toying )ith giving its brands to other agencies - 0argis 6adia sets u" Inter"ub - 6ills &ilter i""ed cigarettes launched and "ositioned as made for each other, filter and tobacco matchCreative revo"ution in the si#ties 1965 - 2ersey 2atra' sets u" 4ass Communication and 4ar'eting !4C4% 1966 - Government "ersuaded to o"en u" the broadcast media - Aya5 -eerbhoy sets u" 4ar'eting and Advertising Associates !4AA% 1967 - &irst commercial a""ears on 9ividh Bharati 1968 - 0ari Hira sets u" Creative 8nit- India )ins the bid for the Asian Advertising Congress 1969 - .ylvester daCunha left .tronach/s to run A.-: later sets u" daCunha Associates 1970 - &ran' .imoes sets u" &ran' .imoes Associates 190$198 National 'eadership Studies pro,ided rele,ant data on .onsumers0 readin% ha/its 190 Con.ept o- .ommer.ial pro%rammin% a..epted /y All "ndia 'adio Hasan 'e2a,i %i,es the ,ery -irst spot on 'adio Ceylon 191 1enson0s under%o .han%e in name to &%il,y$ 1enson 6 Mather 192 9estern &utdoor Ad,ertisin% P,t :td 49&AP:5 introdu.es -irst .losed .ir.uit #* 4CC#5 in the .ountry at the ra.e .ourse in Mum/ai 193 'K SwamyC11)& esta/lished The !ro%"ematic seventies194 MCM %oes out o- /usiness Arun Nanda 6 A7it 1alakrishnan set up 'edi--usion 195 'a,i Gupta sets up #rikaya Grey196 Commer.ial #ele,ision initiated198 First tele,ision .ommer.ial seen199 &%il,y$ 1enson 6 Mather0s name .han%es to &%il,y 6 Mather 1980 Mudra Communi.ations :td set up Kin%si2ed *ir%inia -ilter .i%arette enters market with /rand name o- 0CharmsD1981 Network$ asso.iate o- B#*$ pioneers .a/le tele,ision in "ndia1982 #he /i%%est milestone in tele,ision was the Asiad 082 when tele,ision turned to .olour transmission 1om/ay )yein% /e.omes the -irst .olour #* ad !>th Asian Ad,ertisin% Con%ress in New )elhi Media plannin% %ets a /oost1983 Ma%%i Noodles laun.hed to /e.ome an o,erni%ht su..ess Can.o Ad,ertisin% P,t3 :td3 -ounded Manohar Shyam =oshi0s Hum :o% makes .ommer.ial tele,ision .ome ali,e Mudra sponsors -irst .ommer.ial tele.ast o- a ma7or sportin% e,ent with the "ndia9est "ndies series&"ued to the te"evision in the eighties1984 Hum :o%$ )oordarshan0s -irst soap opera in the .olour era is /orn *iewers still remem/er the sponsor 4*i..o5 o- (eh =o HaiEinda%iF1985 Mudra makes "ndia0s -irst tele-ilm$ =anam1985$86 @!< new /rands o- produ.ts and ser,i.es appearin% on the "ndian Market1986 Sananda is /orn on =uly >!3 #he 1en%ali ma%a2ine stupe-ies "ndia /y sellin% ?