Current Practices, Contemporary Issues and Challenges in the

Advertising Sector A Presentation to Faculty Members of Management Institutes affiliated

to Mumbai UniversityBy

Ambi M G ParameswaranFCB Ulka Advertising

What will the Indian Advertising Sector Look

Like in 2025 ?What may be the new sectors ?

What will be the new skills needed ?How to prepare our MBA students to face this future?

What kind of research will be of value ?

“Those who cannot remember the past are

condemned to repeat it”- George Santayana

Let us look at the last ten years and see what were possibly the macro trends in Marketing and

Advertising

Several New Sectors Emerged in the Second Wave of Liberalization

Telecom / MobilesAutomobiles

EducationEcommerce

Several Consumer Segments Emerged

Women Consumers Teenagers with spending power

Young Couples with Kids

Media Penetration Changed

Print SurvivedTV became truly mass

Digital started showing signs of growthCinema emerged after near death

Radio / FM Radio emergedLocal Activation gained traction

Advertising Sector Spawned New Agency Models

Full Service Agencies Split Up Media Agencies rose in power

Digital Agencies emergedActivation Agencies were born

PR Agencies reinvented themselves

That was a quick snapshot of the last

decade : 2005 to 2015What will the next decade hold for the marketing and advertising sector ?

Which new Sectors will emerge ?

Ecommerce Boom / Bust? Healthcare / Health Insurance

Financial services Government Departments

Retail / Omni ChannelEducation

Which new consumer segments will

emerge ?Affluent Old Aged

DINKsSingles

Live In Couples

Consumption Culture Emerges ?

Rise of Masstige BrandsSpend before you Save

Mall the new Temples of India

Media Spectrum ChangesBetter Measurement Metrics

BARCNew IRS

Digital Media MeasurementOutdoor Media Measurement

New Formats of Advertising

TV Ads in varying SizesLong format films on Digital Media

In film advertising / placementSocial Media Engagements

Staging of Events for brands

Sports & Entertainment Marketing Becomes

MainstreamRise of IPL and Other Sports

Organized sector enters film making / marketingMonetization of cinema funds through multiple streams

Mobile / Smartphones/ 3G / 4G

Smartphones become the device of choiceLocation based marketing emerges

App Economy Matures

Urban – Rural Divide Vanishes

The new SEC [NCCS] creates a common platformAttitudinal change in progress

As affluent, literacy, media spreads Rural Consumer becomes indistinguishable from the Urban Consumer

Indian Consumer will continue to be Uniquely

Indian Multiple languages Multiple religions

Multiple socio-cultural issues continue

For God’s Sake‘Religiosity in everyday Indian life takes on a whole new dimension when seen through the eyes of this ad-man! For insightful explanations and marketing possibilities of a whole host of phenomena, get this book’

- Rama Bijapurkar, author of We Are Like That Only

TEDx For God’s Sake Talk

Summing Up …• Marketing, Advertising and Branding in the coming

decade needs to connect with consumers in many different unique ways and thereby increase their value• In the words of Peter Drucker …“If brands are the ultimate consumer glue, the task an organisation has to undertake is to build brand value and strengthen the glue.”

THANK YOU