Evolution of Advertising: From Selling Products to Building Brands

Subhendu Ray

Over the years, the advertising industry has undergone significant changes, and the it is presented to the public has changed dramatically. In the past, advertisements were seen as a tool to simply sell products and services, but today they have evolved into being an integral part of the brand-building process. This has led to a change in the way advertisements are designed and presented to consumers.

One of the most significant changes in the industry has been the emergence of social media. Social media platforms like Facebook, Instagram, and Twitter have become incredibly popular, and companies have started using them as a cost-effective medium for advertising their products. This has allowed companies to create more targeted advertisements that are designed to appeal to specific groups of people.

Social media has played a significant role in the growth of the advertising industry in India. The number of social media users in India is expected to reach 448 million by 2023, making it an attractive platform for companies to advertise their products. In 2020, the digital ad spend in India grew by 10%, with social media advertising being the second-largest contributor.

Another trend in the advertising industry has been the rise of influencer marketing. Companies are collaborating with influencers who have a large following on social media, and these influencers then use their platforms to advertise products and give their reviews and experiences. This has made reviews and ratings an important part of the advertising process.

According to a report by Influencer.in, the influencer marketing industry in India is expected to grow to INR 2,200 crore (approximately USD 300 million) in 2023.

Storytelling has also become an essential aspect of advertising. Companies are now using stories that resonate with the audiences and create a more emotional impact making their advertisements more relatable. A good brand story draws the attention of potential customers and helps in developing trust, which eventually leads to enhanced brand image.

By telling the story of a brand in a compelling way, companies can create a more significant impact on potential customers and build trust in their brand.

For example, the "Daag Ache Hain" campaign by Surf Excel portrays the message that stains are a part of life and that children should be encouraged to play and explore.

In addition, product placement and integrated advertising are becoming popular in India. Advertisements are being integrated into television shows and movies, creating a more seamless and authentic experience for the audience. For example, in the movie "Dear Zindagi," the character played by Shah Rukh Khan is a therapist who uses a specific brand of tea in his sessions, which helped promote the brand in an authentic way.

Overall, the advertising industry in India is evolving rapidly, and companies are adapting their strategies to stay relevant and effective in a changing market. A unique emerging trend is that advertisements are becoming an integral part of the main story in reality shows, serials, or part of an RJ’s narrative in FM radio channels. This helps to make advertisements more creative and innovative and also helps to build valuable brand awareness in an authentic way.

This is quite evident that the advertising industry has undergone significant changes in recent years, and these changes are likely to continue in the future as well. As new technologies emerge and consumer behavior evolves, companies will need to continue to adapt their advertising strategies to stay relevant and effective. Advertisements that are designed to be emotionally engaging, relatable, and authentic are likely to be the most successful in the years to come.

 

Travelogue: "Vietnam's Socialism Provides Greater Social Security"

 Subhendu Ray

At a time when socialism seems to be losing its essence in India and communal harmony is being greatly compromised, a short visit to Vietnam has given me a unique exposure to a country that prioritizes social security for its citizens. Vietnam, led by a Communist government, has been fighting to develop the country based on socialist ideology since its establishment.

What sets Vietnam apart from other Southeast Asian countries is its focus on social security. Vietnam has a social security system that provides basic healthcare, education, and pension benefits to its citizens. The government is committed to investing in public services, including healthcare and education, to improve the quality of life for its citizens.

Today tourism emerges as a significant factor contributing to Vietnam's economic growth. The improvement in air connectivity between India and Vietnam has made the country a prominent pocket-friendly tourist destination. The country has been able to develop its tourism industry, offering beautiful landscapes, historic sites, and a rich culture to visitors.

During my recent 8-day visit to Vietnam, I saw how the government's commitment to social security has resulted in a strong sense of community among its citizens. People seem to have a deep respect for their government, and there is a sense of unity and common purpose among them. The country's focus on socialist principles has helped create a society where the government is seen as a partner, rather than an adversary, in the pursuit of a better life.

Vietnam's experience shows that socialism can be a viable alternative to the dominant economic model of neoliberalism. While there are certainly challenges associated with socialist governance, Vietnam's success in achieving social security and economic growth suggests that it is possible to strike a balance between economic growth and social welfare.

Vietnam is undoubtedly a unique travel destination with a rich history, vibrant culture, and friendly people. Our trip was filled with fascinating experiences, from exploring the bustling cities of Hanoi and Ho Chi Minh City to discovering the serene beaches of Vung Tau and Long Hai and the tranquil Mekong Delta in Cambodia. The country's economic growth and focus on social security are notable, and the hospitality of its people is remarkable.

One of the highlights of our trip was the cruise ride in Ha Long Bay, which was awe-inspiring. The Thang Long water puppet show was another unique experience that showcased the country's cultural heritage. The military history museum and the Imperial Cathedral in Hanoi provided a glimpse into Vietnam's past, while the Ben Thang market and Independent Palace in Ho Chi Minh City offered an insight into its modern-day lifestyle.

The people of Vietnam are courteous, respectful, and always willing to lend a helping hand. We were impressed by their love and pride for their country, which was evident in the way they maintained cleanliness and orderliness on the streets.

The motorbikes, which are ubiquitous on the roads of Vietnam, are a unique feature of the country. It was fascinating to see how the traffic flowed smoothly without any honking, despite the huge number of motorbikes. However, it is essential to note that traffic accidents remain a significant concern, and the country is taking measures to improve road safety.

As a non-vegetarian, I was excited to try out the local cuisine in Vietnam. While I enjoyed some of their delicacies like pho, coconut tea, and coconut ice cream, I was not entirely satisfied with some of their other famous dishes. Therefore, we had to look for Indian restaurants like Namaste Hanoi, Namaste India, and Banana Leaf.

Our new year's eve at the Walking Street was a memorable experience, and we were amazed to see how clean and tidy the street was, despite the thousands of people who had celebrated there the previous night. Overall, our trip to Vietnam was an eye-opening and enriching experience that left us with many fond memories.

My visit to Vietnam has given me a unique perspective on a country that is committed to socialist principles and is reaping the benefits of its investment in social security. The country's focus on public services, such as healthcare and education, has created a sense of community among its citizens that is inspiring to see. As India struggles to maintain communal harmony and revive the essence of socialism, Vietnam serves as an example of what can be achieved when a government prioritizes the well-being of its citizens.