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.