This article traces the evolution of Indian advertising and highlights the changes in the strategies and the time-honored struggle to ascertain the relationship between the advertisers and consumers over the last few decades. Marketing through advertising helps native businesses to meet the challenges and competition from global marketing trends.

India is an emerging market and Indian advertising has remained robust despite the signs of sluggishness. The field of advertising has progressed in leaps and bounds; today, it is much more than a few printed lines or some pictures with some printed text. It is like a kaleidoscope exhibiting different perspectives—enthralling, sundry and real. Advertising provides a free rein to the art of persuasion, adapting itself to changes with passing time. Advertising is, in fact, the most prominent and powerful medium in the present commercial world. It creates an entire world view, shaping our attitude and beliefs. Advertisements permeate every aspect of our life and most of us are hardly aware of it. It largely depends upon how human brain works and so utmost care is taken to exploit the emotions that play an important role in establishing a firm memory of an advertisement and predisposing the consumers to buy the brand that is being advertised. Over a period of time, advertising has been undergoing morphing changes slowly and steadily with multi-facet approach.

Indian consumers have developed a temperament for the swift transformation that has taken place in the strategy and presentation of ads. With the development of print media, radio and television, advertising also soared high and various media strategies are now employed to meet different advertising needs. Proper researches are carried out to significantly reduce the risk involved in advertising task, and improve the potential of the creative vehicle and the actual performance in the market. All these have the potential to influence our rational considerations for making a purchase.

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