CHAPTER - III

INDIAN ADVERTISING INDUSTRY

- A PROFILE
 CHAPTER - in
The present chapter seeks to discuss the origin and evolution of Indian

Advertising Industry, SWOT Analysis, Role and Growth of Advertising Industry,

Media segments, Media penetration, Leading Advertising Agencies in India, Future

of Advertising in India and the controlling agency for directing and monitoring

Indian Advertising business.

Introduction:

Advertising, as we understand it today, was not used until about 200 years
ago. The form of advertising for the transmission of information dates back to ancient
Greece and Rome. Criers and signs were used to carry information for advertising
goods and services well before the development of printing. Even during the Middle
Ages, advertising signs were very extensively used. These signs generally consisted
of illustrations of symbols of the products advertised. The upsurge in advertising
came after the development of printing in the 1450s. When printing techniques were
perfected, and as this industry developed, the signs were replaced by written words or
messages.

During the 17th century, when newspapers started appearing in various parts
of the world, newspaper advertising began to develop. This was an important phase
in the history of advertising. Dining this Century, newspapers appeared throughout
Europe; and advertisements in them were very different from those by illustrations
and signs at the locations of mercantile establishments. The invention of printing
revolutionized the advertising; but newspapers gave it the necessary medium for its
very rapid growth. The first newspapers had a large number of advertisements. At
the end of the 17th century, a great number of commercial newspapers were published
in England and elsewhere. Earlier advertisements in the newspapers were for books,
marriage offers, new beverages and advertisements for travel. Soon, advertising
became the main source of revenue for newspapers, and space-selling came into
existence. Around 1840, several people were selling space in newspapers in New
York, Philadelphia and other metropolitan centers in countries where newspapers

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were brought out on a regular basis. Space-brokers, who later on developed into ad
agencies, came into existence in all these centers.

However, most early newspaper advertisements were in the form of

announcements. Those early advertisers were mostly importers of products that were
new to England. For example, the first ad offering coffee was made in a newspaper in
England in 1652. Chocolates and tea were first introduced through newspaper ads in
1657 and 1658, respectively in England. This advertising was primarily “pioneering
advertising” in its nature. Competitive advertising came much later in the 18th
century in England, when various ads attempted to convince the reader about the
advertised product's superiority over other similar products. Printed advertising in
newspapers and magazines was in general use towards the middle of the 18th century
in England and America.

In 19th century advertising marked a great expansion. In 1892, the first

advertising agency sprang up in London (Reynell and Sons). In the 1840's
manufacturers began using magazine advertisements to reach the mass market. In
1841, in the USA the first Advertising Agency was started (founded by Volney
Palmer) in Philadelphia. In the mid 1700s, the Industrial Revolution began in
England and by the early 1800s, it reached North America. Machines replaced animal
power. There was mass production which necessitated mass consumption. It made
advertising valuable. In 1871, Bates set up the first Advertising Agency in the US
which offered‘creative services’. More such agencies came in the USA. In 1875, the
first modem Advertising Agency was set up in Philadelphia (N.W. Ayer & Sons). In
1882, P&G in the US released first national advertisement for its Ivory soap. They
offered not only space-selling but many other services to clients.

Towards the end of the 19th century, creative advertisement developed.

Painting came to be used in advertising (1887). In 1888 the first Advertising Journal
Printer’s Ink was launched in the US. In 1893, Coca Cola registered its trademark.

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 Table No.111.1
Historical Development ofAdvertising in India

Time
Stage Happenings
Period
First 1900-1947 Advertising of products originated abroad. Indian production
minimal. In the first 50 years of last century, economic growth it
was negligible. Agriculture grew at an average annual rate of 0.01
per cent between 1900-1947.
In 1939 investment in industry stood at Rs.450 crore. The foreign
investment was Rs.350 crore. Most indigenous products were
commodities, requiring no advertising.
Second 1947-1977 India started on the path of self-reliance and by 1977 she become
more or less self-reliant.
Press Commission of 1953. At this point, volume of advertising in
terms of print media was not more than Rs.3.5 crore.
The total spend was Rs. 5 crore; with hoardings and other media
taking Rs. 1.5 crore. The most visiable ad agencies were JWT,
Lintas and Grand.
By 1977, India became a nation with the 3rd largest pool of
technical manpower. There was not any great advertising, which can
flourish provided that there is mass consumerism.
Third 1977-2000 Second Press Commission, 1983. At this point, ad revenues touched
Rs.200 crore. During these three decades, the increase in revenues
was phenomenal, almost 40 times. But in terms of volume and I
space, the increase was only 90 per cent. 1983 was a landmark year
because TV came in, changing the Indian lives completely. Within a
year, it changed lifestyles. Illiteracy was no bar for its reach. It
reached lifestyles. Illiteracy was no bar for its reach. It reached
nearly 70 p.c. of the Indian people. TV demonstrated the product
very well and took away the language barriers.

SWOT Analysis of Indian Advertising Industry:

Strengths:
4 Media & Entertainment is one of the most booming sectors in India due to its
vast customer reach. The various segments of the Media & Entertainment
industry like television and film industry have a large customer base.
4 The growing middle class with higher disposable income has become the
strength of the Media & Entertainment industry.
4 Change in the lifestyle and spending patterns of the Indian masses on
entertainment.

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 4 Technological innovations like online distribution channels, web-stores, multi-
and mega-plexes are complementing die ongoing revolution and the growth of
the sector.
4 Indian film industry is second largest in the world and the largest in terms of
the films produced and tickets sold.
4- The low cost of production and high revenues ensure a good return on
investment for Indian Media % Entertainment industry.

Weaknesses:
4 The Media And Entertainment sector in India is highly fragmented.
4 Lack of cohesive production & distribution infrastructure, especially in the
case of music industry.
4 The lack of efforts for media penetration in lower socio-economic classes,
where the media penetration is low.

Opportunities:
4 The concept of crossover movies, such as Bend It Like Beckham has helped
open up new doors to the crossover audience and offers immense potential for
development.
4 The increasing interest of the global investors in the sector.
4 The media penetration is poor among the poorer sections of the society,
offering opportunities for expansion in the area.
4 The nascent stage of the new distribution channels offers an opportunity for
development.
4 Rapid de-regulation in the Industry
4 Rise in the viewer ship and the advertising expenditure.
4 Technological innovations like animations, multiplexes, etc and new
distribution channels like mobiles and Internet have opened up the doors of
new opportunities in the sector.

Threats:
4 Piracy, violation of Intellectual Property Rights pose a major treat to the
Media & Entertainment companies.

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 + Lack of quality content has emerged as a major concern because of the
‘Quick- buck’ route being followed in the industry.
♦ With technological innovations taking place so rapidly, the media sector is
facing considerable uncertainty about success in the marketplace.

Role of Indian Advertising Industry:

The Indian Advertising Industry has out-performed the Indian Economy and is
one of the fastest growing sectors in India. The Advertising Industry generally tends
to grow faster when the economy is expanding. The Indian economy has been
growing at a fast clip over the last few years and the income levels too have been
expanding a high growth rate. Above that, consumers pending are also on the rise due
to a sustained increase in disposable incomes brought about by reduction in personal
income tax over the last decade. All these factors have given an impetus to the
advertising industry (media and entertainment) and are likely to contribute to the
growth of this industry in the future. Besides these, economic and personal income -
linked factors, there are a host of other factors that are contributing to this high growth
rate.

Advertising Industry at present:

The KPMG - FICCI report has rightly mentioned that in many ways, 2008 was
a testing time for the industry. "With the global economic slow down affecting
advertising spends, sectors like television, print, radio and out-door that depend on
advertising revenue were affected". In spite this situation, the report looks forward for
better days, saying that "behind every adversity lies an opportunity. Media companies
are under pressure to change innovate and re-examine the existing business models".

Even after lowering the growth projections compared to the earlier figures for
2008-2012, growth rate during 2009 - 2013 is pegged at 27.9% for the internet, 14.5%
for the television, 14.2% for the radio business, 22.4% for the media.

The current phase of challenging environment, however, will force the media
and entertainment companies to innovate and revamp their strategies. The following
table shows the size of India's Media & Advertisement Industry.

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 Table No. IH2
Growth ofIndia's Media & Entertainment Industry

Year Size ($ billion) Per cent growth

2005 7.72 -
2006 8.9 15.28 per cent
2007 10.4 16.85 per cent
2008 11.68 12.31 per cent
2009 12.56 7.53 per cent
2010 13.94 10.99 per cent
2011 (Expected) 15.82 15.17 percent
2012 (Expected) 18.22 15.17 percent
2013 (Expected) 21.04 15.48 per cent
CAGR for 2009-13:12.Sper cent
(Source: KPMG-FICCIReport)
The above table presents the growtb of India's Media & Advertising industry
for 2005 to 2013 (expected) in terms of its size (in $ billion) and it concludes an
increasing growth rate in terms of size of the India's media and advertising industry.

Media Segments:
The Indian Advertising Industry has been enrolling a sufficient and
meaningful growth rate from its inception. The Indian Advertising Industry largely
relays on various media segments as shown in the Table 3H.3.
Table No. III. 3
Media Segments

Segment 2008 ($ billion) 2013 (Expected) ($ Per cent

billion) CAGR
Television 4.81 9.45 14.5 per cent
Print 3.45 5.32 9.0 per cent
Film 2.18 3.37 9.1 percent
Animation 0.35 0.79 17.8 per cent
OOH 0.32 0.59 12.8 per cent
Gaming 0.13 0.55 33.3 per cent
Internet 0.12 0.43 27.9 per cent
Radio 0.16 0.33 14.2 per cent
Music 0.14 0.21 8.0 per cent
Source: KPMG - FICCI Report

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 The above table presents the comparison of size and Compound Annual
Growth Rate (CAGR) in media segments between 2008 and 2013 and it derives
there is drastically increase in all the media segments from 2008 to 2013.

Advertising Segments:
The Indian Advertising Industry comprises with Print, Television, OOH,
Radio and Internet segments. The value and percentage growth for the years 2008,
2009 and 2009-2013 is incorporated in the Table No.III.4.

Table No. II1.4

Advertising Segments
($ bUUon)
Per cent YoY Per cent CAGR
Segment 2008 2009 2013 (Expected)
growth (2009-13)

Print 2.16 2.3 5.9 3.48 10.0

Television 1.66 1.76 6.9 3.12 13.5

OOH 0.2 0.36 9.9 0.58 12.7

Radio 0.16 0.18 9.5 0.32 14.2

Internet 0.12 0.16 35.5 0.42 28.1

Source: KPMG-F1CCIReport

The above table states that, there is an increasing trend in all the advertising
segments from 2009 - 2013.

Advertising Spending:
The prosperity of a nation depends on the pace of manufacturing and
marketing operations. These operations directly or indirectly integrated by
advertising programs and the investment made by the organizations in advertising
known as “Advertising budgets”. The advertising budgets reveal “how much money
has spent by an industry over various slots”. Table No. III.5 describes, advertising
spending by the Advertising Industry for the years 2006 and 2010 and the Compound
Annual Growth Rate (CAGR).

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 Table No. III. 5
Advertising Spending

2010
2006 CAGR
Segments (Expected)
(in crores) (in percentage)
in crores)
Television 14,800 42,700 24%
Filmed 6,800 15,300 18%
Radio 300 1,200 32%
Music 700 740 1%
Live Entertainment / Outdoor advertising 900 1750 14%
Internet 100 750 50%
Source: KPMG - FICCI Report

Media Penetration:
The Indian entertainment and media industry has out performed the Indian
economy and is one of the fastest growing sectors in India. It has been supported by
Table No.UI.6 as
Table No.IH.6
Indian Entertainment and Media Industry
SEC Print Media TV Satellite TV Radio Films
Urban Reach in Reach in Reach in Reach in Reach in Reach in Reach in Reach in Reach in Reach
India million %age million %age million %age million %age million in%age

A1 7.57 95.2% 7.64 96.1% 6.68 84.0% 2.90 36.5% 2.43 30.6%

A2 13.90 90.5% 14.51 94.5% 11.90 77.5% 4.58 29.8% 3.85 25.1%

B1.B2 31.97 81.1% 35.71 90.6% 26.57 67.4% 9.73 24.7% 7.53 19.1%

C 33.78 69.5% 41.69 85.8% 28.86 59.4% 11.22 23.1% 8.79 18.1%

D 29.28 52.6% 43.15 77.5% 27.23 48.9% 11.41 20.5% 9.52 17.1%

EI.E2 20.99 30.1% 45.32 65.0% 26.35 37.8% 11.02 15.8% 10.95 15.7%

Source: IRS 2009, Round 2 as quoted in Jagran Prakaslian Prospectusfiled with SEBI dated February 3"1,2006

Ad spending as a percentage of GDP:

Indian Advertising industry spends as a percentage of Gross Domestic Product
(GDP) at 0.34% is abysmally low, as opposed to other developed and developing
countries. Advertising revenues are vital for the growth of this industry. While today,

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the low ad spends may seen like a challenge before the media industry, it also throws
open immense potential for growth. It has been incorporated in the Graph No.III. A.
Graph No. HL l
Ad spend as a percentage of GDP

Zealand

Source: Advertising Expenditure Forecasts October 2004 by Zenith Optimedia as quoted in Entertainment Network Limited
Draft Red Herring Prospectusfiled with SEBI on November 11,2005

Leading Advertising Agencies in India:

Advertising is a big business in this era in India. Indian Advertising industry
has witnessed a prominent globalisation. With the inception of various divisions, the
advertising industry has undergone a sea change. Indian consumer's deepening
pocket and blooming markets for ad-spends have touched new heights in India. The
Indian Advertising Companies are creating stories and brand experiences in a way
that engages and involves. The Best Indian sites offer the names of the top
Advertising Organizations in India.
Here is a list of the top Indian websites and a quick glance at them will help
you to get the required knowledge about the websites

Ogilvy and Mather:

This is one of the leading advertising companies in India. This organization
believes that devotion to the brand defines the profile of their company. This company
has offices across the globe. The objective of the company is to build brands. 11 is a
subsidiary of WPP Group pic. The headquarter of the company is in New York.

J Walter Thompson India:

One of the most popular companies in the advertising industry is J Walter
Thompson India. Their objective is to make advertising a part of the life of the
consumers. This is also world's best advertising brand with about 200 offices in 90

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countries. This company is the first one to introduce pioneer careers in ad for women,
sex-appeal ads and also produced the first ever sponsored -TV program.

Mudra Communication Pvt. Ltd:

This is one of the renowned advertising companies of India. This advertising
organization was founded in the year 1980 at Mumbai. Recently the Ad Company
declared the addition of public relations, rural marketing, events etc. The head office
of the company is in Bombay Area.

FCB-Ulka Advertising Ltd:

One of the best companies in India in the advertising arena is FCB-Ulka
Advertising Ltd. In US, this advertising company ranks third and tenth in the world
having about 188 offices in 102 countries. Their aim is to reflect the needs of the
brand and not the personality of the brand. It has about 500 professionals and no
prima donnas.

RedifTusion-DY&R:
This Advertising company of India has made a benchmark in the field of
creativity. India's 5th largest advertising company is Rediffiision. This advertising
agency offers a wide array of integrated pr services for external and internal
communications. The primary strength of the company lies in the media relations.

McCann-Erickson India Ltd:

The prominent name among the best advertising companies of India is
McCann-Erickson India Ltd. They define work in relation to the impact that
advertising has on the lives of masses. The testimony of the company in which it
firmly believes is the campaign of Coca -cola-‘Thanda Matlab Coca Cola’.

RK Swamy/BBDO Advertising Ltd:

It maintained the record of remaining consistently among the top ten
advertising agencies in India. ‘ Established in 1973, this advertising reached great
heights. This is also India's No. 1 research company in the market sector and is fully
run by Indians. Brand Equity is an integral part of the company.

Grey Worldwide (I) Pvt. Ltd:

A significant name in India in the world of advertising agencies is Grey
Worldwide (I) Pvt Ltd. The company is primarily based in Mumbai and has offices in

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Kolkata, Ahmedabad, Bangalore and New Delhi. It is a subsidiary of Grey
Worldwide. The company specializes in advertising and marketing services.

Leo Burnett India Pvt. Ltd :

It has a significant presence in about 96 offices in 10 countries. This
advertising agency was awarded the ‘Worldwide Agency of the Year’ in 2004. They
are proficient in explaining how a single image is worth thousand words and can
break the barriers of language but not at the cost of the ad's emotional power.

Contract Advertising India Ltd:

This advertising company of India is one of the leading advertising agencies in
India. It is one-to-one customer lifecycle management advertising agency. It was
founded in 1992 and is situated in Mumbai. It offers a wide range of services like
online marketing and strategy and many others.

Future ofAdvertising in India:

Advertising in India, the value of which amounts to Rs. 10,000 crores per
annum, is insignificant in comparison to its value in foreign countries. However, the
trend today is more towards increasing the budget. Very soon, the volume of business
in this field is expected to be impressive enough.

With a larger volume of business, advertising will get more professionalized in

terms of ad agency manpower and output, which at times seem to be a carbon copy of
foreign ads. Ad agencies will rely more on marketing research to design an ad
programme. Modelling and art studios will attain a professional excellence. There is
going to be more social control of advertising, and professional associations will be
going to be more active in enforcing a code of conduct on their members. There are
hardly any Management Institutes offering full-fledged training programmes in
Advertising and its Management; but, these have started appearing on the scene
offering programmes in communication management. An All-India Institute of
Advertising will come up and will be a step in the right direction. Ad research, too,
will be intensified.
In India, TV is more popular as a medium because it reaches 70 per cent of the
rural masses. It is wider and more effective in its coverage, and goes well with the
rural marketing inputs supplied by organisations of repute.

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 Vernacular advertising, with local press and appeals compatible with Indian
culture and sub-cultures, will develop into an impressive profession in the years to
come. In brief, advertising in India, which came of age will grow in its dimensions in
this new millennium.

Technology and advertising are inter-related. Technology speaks through

advertising with the common man. Electronic shopping (T.V. advertisement,
telephone ordering, home delivery) will be fairly common all over. Cable T.V.
network which Meyers call as narrow-casting (as opposed to broadcasting) has a
potential of becoming a good medium. DBS (Direct Broadcasting from Satellite) has
replaced the low definition video tapes, and bring us high definition movies and
programmes all over the world. The whole world will be a ‘global village/ We will be
exposed to international campaigns and international advertising. The focus will shift
from advertising of manufactured goods to advertising of services. Advertising is a
written promise, and the advertiser can be sued if it does not fulfill the promises.

Artificial Intelligence of 6th generation computers will add a new dimension

to advertising and its planning. Computer graphics will throw open possibilities of
modernistic layouts of various combinations of elements. Software in the area of
media planning will be a great boon. Freebies and give-aways media which are not
priced will be a new challenge. Internet will emerge as a new media option. Printing
technology and color processing will make magazine and press advertisement hi-
fidelity advertisements. Video-tronics and special effects will improve the production
quality of TV advertisements. Free-lancing will \ flourish. Soap operas offered as
sponsored programs will reach dizzy heights. In short, advertising and technology
which are now romancing will consummate their, marriage in the years to come.

Monitoring Body for Indian Advertising Business:

The Advertising Business in India is in the preview of the Advertising
Agencies Association of India. The Advertising Agencies Association of India
(AAAI) celebrated its diamond jubilee in July 2005. It has served well the cause of
advertising and its development in the last 60 years. Advertising started from a
modest Rs.35 crore in 1953 and has grown to it be a Rs.16,000 crore industry in 2007.

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The AAAI has addressed various issues relating to advertising business and has
assisted bodies like Advertising Standards Council of India (ASCI) and Indian
Broadcasting Foundation (IBF). AAAI plans to launch a book on the History of
Advertising and form a new code of best practices and promote advertising as a
profession.

Advertising Agencies Association of India (3 A s of I) arranges regularly a

creative workshop to impart actual work experience in the systems and creative
philosophies which the best agencies follow in preparing campaigns. There are 8
participants in each workshop. The team works to create a total campaign. There are
weekly assignments on various products and services. Though a Start has been made
in this fashion to teach the art and science of advertising, much ground is yet to be
covered.

The Advertising Agencies Association of India (AAAI) is a national

organization of advertising agencies, formed to promote their interests so that they
continue to make an essential and ever-increasing contribution to the nation, by
working towards the following objectives:

4- To benefit Indian consumers and to protect their interests by helping ensure

that advertising is honest and in good taste.

4 To benefit Indian advertisers by promoting their sales, increasing their sales

and increasing profitability and productivity to stimulate business and
industrial activity.

4 To benefit media by establishing sound business practices between advertisers

and advertising agencies and each of the various media,

4 To benefit the nation by harnessing advertising for the good of the country, its
institutions, its citizens; to co-operate with the Government in promoting its
social objectives and in nation-building.

4 To question advertising that is wasteful and extravagant; to make it possible

for the small entrepreneur to grow through advertising and to compete with the

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 biggest; to encourage market and media research; to serve society by meeting
its social responsibilities.

4 To encourage the interest of young individuals in the business of

communication, to assist in educating and training programmes and to provide
information of benefit to members.

4 To establish a common platform in building and sustaining the prestige of the

advertising profession and to serve as a spokesman against unwarranted
attacks or restrictions on advertising. Government can meet on mutual ground
and examine problems of mutual interest.

4 To offer effective co-operation and liaison with Government officials and

bodies for the purpose of broadening their understanding of the role of
advertisers, advertising and advertising agencies.

4 To co-operate with Government bodies in discussion of such matters as taxes,

radio and TV advertising, legislation, political campaign advertising, controls
on pharmaceuticals, tobacco or liquor advertising and other subjects of similar
complexity and sensitivity.

4 The AAAI today is truly representative, with a very large number of small,
medium and large-sized agencies as its members, who together account for
almost 80% of the advertising business placed in the country. It is thus
recognised at all forums - advertisers, media owners and associations, and
even Government, as the spokesperson for the advertising industry.

Activities of AAAI:
The AAAI's activities cover all areas of vital importance to the advertising
industry. Some of these include:

❖ Government & Public Relations: Improving the image of the advertising

industry and focusing on its role in economic development and employment
through campaigns, seminars, press relations and direct contact with
Government ministries.

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❖ Doordarshan & AIR: Protection of members' interests on issues related to
Guidelines and Rules of Commercial Broadcast, Sponsorship, Rates,
Commission and Accreditation; working towards full service operations at all
Doordarshan Kendras.
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❖ INS: Protection of members' interest in matters relating to INS policies, credit
periods, Rules for Accreditation and streamlined operations; promotion of
better production values and effective advertising purchases.

❖ Professional Practices: Improving the quality of professional relationships

between Agencies and Clients through seminars, the AAAI Handbook and the
evolution of uniform guidelines, codes and norms.

❖ Client Disputes: Helping settle disputes through evolution of guidelines,

procedures and uniform practices; mediating between agency-client, agency-
agency and agency-media to ensure quick resolution.

❖ Statutes and Laws: Constantly examining all relevant laws and statutes
affecting the advertising industry including ESIS, Sales Tax, other taxes,
Arbitration, MRTP guidelines; seeking professional advice and presenting a
common viewpoint at relevant forums to protect members' interests; pursuing
new avenues like Credit Insurance cover, etc.

Training & Development: Organising seminars and workshops on effective

advertising skills in creative, copy-writing, print and production, client
servicing, television production, media operations, media planning, advertising
as a career, etc; maintaining a fully-stocked reference library with a reprint
service for members
NOT FOR LOAN
Member Communications: Constantly communicating with members
through circulars and correspondence; publication of a monthly newsletter;
periodic publication of an updated membership directory, regular regional
meetings for members and their employees.

AMBEDKAR MEMORIAL LIBRARY

Acharya Nagarjuna University

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 • Public Service: Offering the services of the Association and members in
significant projects, e.g., for Family Planning, the National Wastelands
Development Board, etc; encouraging the creation of such advertising by
members. There are innumerable instances of successful AAAI activities,
with benefits to the entire advertising industry and all others associated
with it.

Functions of AAAI:
• The AAAI functions through the active, voluntary services of a President, a
Vice-President, an Honorary Secretary, an Honorary Treasurer and an
Executive Committee assisted by a full-time Executive Secretary and his staff.
The Association maintains a permanent office at Mumbai, which is located at
35 Maker Tower 'F', 3rd Floor, Cuffe Parade, Mumbai 400005.

• Conventionally, a very senior agency person represents each member agency

in the AAAI. The President and other office bearers are elected every year by
the General Body, which comprises all representatives of member agencies. In
addition, some Executive Committee Members are co-opted to the Executive
Committee and all zones and groups of agencies (by size) are represented on
this committee.

• Assisting the above groups are various Sub-committees, each looking after
specific activity areas of the Association, and Regional Conveners who co­
ordinate members’ activities in different regions of the country.

• The Executive Committee, the Regional Conveners and various Sub­

committees meet very regularly and information is constantly shared with all
members.

• The AAAI is thus a true association, in the sense that nearly half of all
members are directly involved with one or more of the active committee
groups and the remaining members in touch through direct communication.

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AD Club, Mumbai;
The Advertising Club-Mumbai was established in 1954 with just 25 members.
It was then known as the Advertising Luncheon Club. Members were the individuals
from ad agencies and publicity departments of advertisers.

The objective of the club was to enable these members to meet informally and
to get to know each other socially. It also provided a forum for talks and discussions
on theoretical and practical aspects of advertising.

The membership was then thrown open to include people from allied
professions: marketing, communications, media, printing, publishing, block making,
radio and film commercial production.

The Club's greatest strength lies in the fact that it is a body of individuals and
not of corporate entities.

Today, the club has more than 1000 fully paid-up members. It represents the
broadest cross-section of individuals connected with advertising and communications.
It is the largest such body in this country, perhaps in the world.

The Indian advertising industry also has Indian Society of Advertisers (ISA)
which is non-profit professional organization and a national body representing a wide
spectrum of advertisers from the public and private sectors.

By and large, Indian advertising industry is growing, professionalizing and

delivering the goods. Its future, therefore, is bright.

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