Visuals and Graphics in Marketing Campaigns in India
In the early days of the 20th century, advertising in India began to take shape, with illustrations becoming a prominent feature. The Bengal Gazette, a Calcutta-based weekly, started publishing in 1780, carrying classified ads about auctions and goods. Mumbai's B. Dattaram & Co, established in 1905, was the country's first ad agency.
The 1920s marked a significant change as advertisements became more detailed, with illustrators using images of Indian Gods to catch the reader's attention. This era also saw the emergence of political advertisements, reflecting the struggle for Indian Independence. James Augustus Hickey, the publisher of the Bengal Gazette, was a key figure during this time.
The 1930s were a mix of text-heavy and detailed illustration-based ads, with household essentials dominating the market. It was during this decade that design schools in India started offering photography modules in their Communication Design courses.
The 1940s continued the trend of political advertising, but with a focus on the independence movement. After India gained independence in 1947, illustrations in ads started depicting more Indian people.
The 1960s brought about a transformation in advertising, with the introduction of the Amul Girl and the Parle G girl, two iconic figures in Indian advertising. These mascots were first illustrated by Eustace Fernandes & Sylvester DaCunha of DaCunha Communications and Maganlal Daiya of Everest Creatives, respectively. Political advertising also became more prevalent, often featuring cartoon-like depictions of politicians and party symbols.
The digital era, post Y2K, saw a shift in the way ads were created. Agencies moved towards using digital methods like Adobe Photoshop & Illustrator to create ads. Although some traditional methods like hand-drawing are still used in certain cases, digital tools are now the primary means of creating ads for most agencies.
Storyboards, rough sketches of individual frames in an ad, are typically still drawn by hand, providing a link to the hand-painted ads of the 1960s when illustrators hand-painted ads much like film posters. Despite the digital revolution, the human touch remains an essential part of the advertising industry in India.
Read also:
- Fifteen individuals have experienced tick bites in Komi region
- Severe, Urgent Ulcerative Colitis: Symptoms, Causes, and Further Details
- Sea-based Mycelium Aid for Stroke Recovery and Mushroom Surveillance Laws Tracking
- Surgical Interventions for Gallbladder Cancer: Success Prospects, Varieties, and Potential Complications
