Abstract:
The Indian advertising business has evolved from being a small-scaled industry to a full-fledged one.
The advertising industry in India is projected to be the second fastest growing advertising market in
Asia after China. The Indian government has given tremendous support to the advertising and
marketing industry. Advertising expenditure is likely to increase in the financial sector, driven by
Reserve Bank of India (RBI) policies which could result in a more favorable business environment.
Also, proposed licenses for new banks and better market sentiments render the advertising and
marketing industry in India a fertile space. India’s advertising industry is expected to grow at a rate
of 16.8 per cent year-on-year to Rs 51,365 crore (US$ 7.54 billion) by 2016, buoyed by positive
industry sentiment and a strong GDP growth of 7 per cent and above. Television contributes a
significant portion to the total advertising revenue, accounting for almost 38.2 per cent, and digital
contributes 11 per cent of the total revenue. Thousands of advertisements would release on various
TV channels and other social media channels like YouTube every day, but only few are watched and
remains in psyche of the people. This paper takes a look at the successful advertisements aired on
Indian Television channels and the strategy behind their success. The methodology adopted is the
study of successful advertisements and survey questionnaire.
