In which direction Indian Advertising is heading: An Overview

Mrityunjoy Chatterjee

'The Most Powerful Element in Advertising is The Truth'

This is the ultimate, said by one of the great Global Advertising Gurus Bill Bernbach, founder of the World Famous Advertising Agency Doyel Dane Bernbach (DDB).

Advertising is a reflection of the Society. The Culture, Philosophy, Behavioral pattern of a particular Society has to reflect in advertising, on the same time some effective advertising can change a society towards the desired directions. So Advertising is a very powerful tool to build up a Society or to destroy it. India is a very dynamic country with a mixture of various Cultures, Religions, Languages, behavioral patterns, faiths & believes. Communication through Advertising is indeed a very difficult task, moreover if it is influenced by the National Characteristics which is the most worrying factor in Indian Advertising today.

A Nation’s characteristics depends on the political persons ruling the Country, specially if it is a Democratic country where Country like India is facing a big challenge. It is an open secret that most of the political persons & parties are corrupted. Either they are power hungry or money hungry. In that perspective most of the Indian Industries are involved in malpractices and that is obviously reflected in Advertising. Once upon a time Education & Health was controlled by the Government. At least some sanctity used to be maintained. But the moment those have gone in the private hands, a massive cheating business has started both in Education and Health Sectors which is reflected in Advertising. Can any sensible Hospital or Educational Institution say that “WE ARE THE BEST”? You will find out in Indian Advertising hundreds of these kinds of Ads. Look at the health food advertising. All most all are screaming with false promises since there are no check points from Govt. authorities. And if by chance any check point is found, they are bribed to keep their mouth shut. In the Western Countries, as far as I know, they never cheat consumers where health food and Medicines are concerned and obviously check points are very active from the Govt. side. There is a controlling agency called Advertising Standard Council of India (ASCI) In Mumbai to look after the complains against false, downgraded advertising but they also sometime fail to do their duty.

The worst derogatory advertising started with Fairness Cream in mid 90’s. This totally unethical communications started by some MNC’s who are supposed to follow at least some ethics and concern about public health. These advertising campaigns started injecting the idea that fair skin can gift good job, good boss, good husband and what not…good god! The skin colour discrimination is very strong in Indian Society. And these money hungry irresponsible Companies took the full advantage and build up a Rs.5000 Crores business conglomerate by promoting falsehood. Not only fair skin but look at the health drinks, specially for children. False, unscientific messages are communicated day and night in Indian TV Channels. But here is the good news.

Ministry of Health & Family Welfare, Govt. of India is bringing a bill titled Drugs & Magic Remedies (0bjectionable Advertisements) Bill 2020 with the aim to ban the advertisements and campaigns that promotes fairness creams, promotes products to cure premature aging or grey hair, claims to increase the height of children and adult, increase brain capacity and memory, strengthening the teeth and vision and many more. The punishment will be 5 years jail or Rs.50 lakh fine or both. Hope fully the Bill will be passed and Indian Advertising will come out of these cheating business practice. But knowing fully well of corrupt nature of some of our business houses, they will come back to business with surrogate advertising which two banned (Advertising) items Cigarette & Alcohol are doing happily.

I will conclude this overview by commenting that all reputed Advertising Agencies must practice honesty and ethics. Just to get business they should not agree to advertise the products if the product- claims are not true. It is very easy to fool the Indian consumers by jugglery of advertising but that is against the Social Responsibility which all Advertising Agencies should practice. Even the media should discourage unethical advertising in their channels/papers. If it is not, then Quality of Advertising bound to fall from its pedestal of Honesty and grace which is happening in Indian Advertising today.

Mrityunjoy Chatterjee is a Communication Specialist, Working in Advertising field for last 50 years. Received several Awards & accolades from the Advertising and Media fraternity. Recipient of Lifetime Achievement Award from Advertising Club of Kolkata.