India @75: Sugandha Varshney on the many moods and facets of advertising

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As India prepares to celebrate its 75th anniversary of independence, at Adgully we trace the journey of advertising and its contribution to Indian society as a whole – whether it is leading to a shift in mindsets, a societal model or the empowerment of different communities. or ushering in new thoughts – essentially, Soch badal ke rakh diya.

Our aim is to bring together 75 of the most impressive and significant ways in which advertising has impacted India over the decades. For this, we are reaching out to the Advertising Honchos of India to share advertising’s most significant contributions to Indian society and why they consider them important developments. We’ll be serializing the story on Adgully’s website in the lead up to Independence Day this year in this special series: India @ 75 – Through the advertising lens.

“Ads always bring a wave of awareness around them, making things visible to people, who otherwise might have remained invisible,” noted Sugandha Varshney, Head of Digital Marketing, DIZO, in an interaction with Adgully. She added: “While they started out keeping the product focused, they gradually started to focus on solving people’s underlying issues, like how a washing machine could solve women’s issues, or how an electric vehicle can help reduce pollution and help create a greener planet. It also induced discussions between the communities and therefore raised awareness by word of mouth. »

Varshney informed that the first digital banner ad was released in 1994. In 2000, Google developed its advertising platform, Google Ads (formerly Google AdWords), allowing businesses to target advertisements based on search history Google and a person’s browsing preferences. In 2007, Facebook introduced Facebook Ads, providing many opportunities for brands to advertise their products and services. Digital advertising has now overtaken traditional channels like TV, billboards, newspapers, magazines, radio, etc. reaching Rs 199 billion in the financial year 2020, and according to Statista, it is expected to reach up to Rs 539 billion by 2024,” she added.

In addition to general advertisements, some public service advertisements aim to raise awareness about certain topics. Varshney said a classic example here would be the Pulse Polio ad campaigns with the famous line – “Do Boond Zindagi ki” – which featured Amitabh Bacchan and played on all TVs and radio stations, prompting people to take their children to get the necessary drops, finally making India polio-free in 2011. internet and within reach of influencers in these regions,” she noted.

According to Varshney, “Additionally, advertisements are very useful in promoting art or budding artists and businesses by helping them reach a wider audience. Take the DIZO X Tuttix Crew campaign for example, which helped Tutting – a niche form of dance – gain popularity by promoting it with their products and contests, giving them an impressive 1.5 million seen in 3 days. Another example would be DIZO’s recent campaign, where he collaborated with an aspiring artist Prachi and provided ideas and advice related to drawing and compelled people to draw. Ads therefore help to promote a stagnant art, idea or concept for a good cause.

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