The nature of advertising in India can be summed up in three words.
A billion eyeballs.
With a hungry and emerging market with a steadily rising and aspiring middle class, India is a thriving ground for advertising. And if you look close enough, into the most prominent adverts that have run their course, you find it a reflection of the mass audience psyche. This represents the flux in aspirations of the buyer class, over the course of India's history.
The dazzling “macho men” or the “adrenaline junkies” that once dominated the aspiration of men now have shifted to caring househusbands who cook and clean. The concurrent shift in gender neutrality is apparent as we no longer have bhabi Ji ka “ gajar ka halwa'' requested anymore by husband friends. The altering of the male ego and the birth of activism in marketing has even led to a boom in the grooming industry for men.
Indian advertisements record the journey of Indian youth from the early 80s most modern “party lovers” to the contemporary politically correct harbingers of change. They recognize the current ethos and find them as the ambassadors of their brand online. Money, for this current generation, is an enabler rather than an asset. Regional and cultural values are also actively represented in brand values while advertising while adapting to different formats across platforms. Ad narratives today are very aware of the current zeitgeist. They capitalize on trends and even build brands around them.
Perhaps the most change can be witnessed in the portrayal of women in ads. From the appeal for a “younger-looking skin” or to be portrayed as the prized possession of the opposite sex, they have undergone a major shift in thought. This shift can be even apparent in brands like Santoor and Nirma. Current on-screen women are represented as go-getters, small and large business owners who are empowered by the brand's products or services. There is much emphasis made on them not just “looking good” but also “feeling good”.
As ads get more personalized, it has come to witness the cacophony of cultures that represent India. Advertisements have understood the motions of change and have even broken stereotypes to be more inclusive of their products/services.
Comment below about your favorite brand advertisement that has broken such stereotypes.
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