The marketing landscape has undergone profound changes over the past few decades, shaped by technological advances, shifting consumer expectations, and cultural changes. What began as straightforward advertising through radio and print evolved into complex, data-driven marketing strategies that define modern marketing.
The journey from traditional to digital marketing illustrates how brands have adapted to changing media landscapes and consumer behaviour, using each new tool to engage audiences more deeply and authentically.
In India, marketing has taken on unique flavours, blending innovation with cultural nuances. From the catchy jingles and memorable characters of TV ads in the ’80s to the influencer-driven campaigns and data analytics that power today’s strategies, the Indian market has been a canvas for some of the most iconic campaigns in history.
Companies now leverage social media, mobile apps, AI, and influencer marketing to connect with consumers in real-time, making their presence felt at every touchpoint.
This evolution has not only redefined how brands communicate but also reshaped customer expectations. Today’s consumers seek authenticity, personalization, and meaningful interactions, prompting brands to continually innovate. This journey through the shifting landscape of marketing highlights how brands have embraced change to stay relevant in a dynamic world.
- The Rise of mass media: A foundation for modern marketing
Radio and print – The First steps
The early 20th century saw the advent of radio and print media as major marketing platforms. With India’s first commercial radio broadcast in 1927 and the spread of newspapers, brands realised they could reach large audiences at once. This era introduced the concept of “mass marketing,” where a single message was broadcasted to the masses.
Example: The Surf “Lalitaji” Campaign
Hindustan Unilever’s Surf campaign from the 1980s introduced Lalitaji, a smart, middle-class woman who emphasised “Surf ki kharidari mein samajhdari hai” (Buying Surf is a wise choice).
Lalitaji became a cultural icon, redefining how brands connected with the Indian middle class and proving that storytelling could be as important as the product itself.
- The golden age of television: Emotion meets entertainment
Television commercials and iconic slogans
With the arrival of television in Indian households in the 1980s, marketing became more visual and emotion-driven. Television allowed for longer, more engaging storytelling, and brands took advantage of this by creating memorable characters, jingles, and slogans.
Example: Amul – “The Taste of India”
Amul’s advertising has been nothing short of iconic. The brand’s witty ads and cartoons on current affairs have helped it remain relevant for over five decades.
The Amul Girl, with her finger on the pulse of India’s political and social landscape, embodies how brands can build deep, lasting connections with audiences through humor and cultural commentary.
Quote: “I don’t believe in taking the right decisions. I take decisions and make them right.” – Ratan Tata
Amul’s journey has reflected this philosophy, adapting its approach to marketing as television and culture evolved, and making it a household name.
- The digital revolution: The shift to online marketing
The Internet Boom and Rise of Websites
The late 1990s and early 2000s marked the beginning of the internet era in India. As more people came online, brands recognized the need for a digital presence. Websites became the new storefront, and email marketing emerged as an efficient way to reach customers directly.
Example: Shaadi.com – Redefining Matrimonial Marketing
As one of India’s first online matrimonial websites, Shaadi.com capitalized on the internet boom. They transformed the traditional matchmaking market by creating an accessible online platform, demonstrating how digital technology could reshape an entire industry.
- Social media: A new era of engagement and influence
Facebook, twitter, and instagram – Building digital communities
Social media redefined marketing in the 2010s by shifting power to consumers and providing brands with tools for real-time engagement. With platforms like Facebook, Twitter, and Instagram, brands could build communities, interact directly with customers, and create shareable content to increase their social media engagement.
Example: Swiggy and Zomato’s Social Media Campaigns
Swiggy and Zomato have mastered social media marketing with their witty and relatable posts. From memes and food puns to quick responses to customer concerns, these brands illustrate how humor and consistent engagement can foster brand loyalty and trust.
Quote: “It’s not what you sell that matters as much as how you sell it!” – Brian Halligan, HubSpot
In the world of social media, brands that understand this principle – like Swiggy and Zomato – excel by focusing on how they deliver their message, often incorporating humour and relatability.
- The data-driven age: Targeting and personalisation
Big data and analytics – Knowing your customer better
With the rise of big data and AI, marketers gained unprecedented insights into consumer behaviour. Data-driven marketing allows for precise targeting, personalization, and predictive analytics, which can significantly improve campaign success.
Example: Netflix’s Personalised Recommendations
While Netflix is a global brand, its success in India highlights how personalization can make all the difference. By analysing viewing habits and recommending content, Netflix has created a unique, tailored experience that keeps subscribers engaged.
- Mobile marketing and apps: Reaching consumers on the go
The Smartphone boom in india
Smartphones changed the game for marketers by enabling consumers to connect with brands anywhere, anytime. With India becoming one of the largest smartphone markets, brands turned to mobile-optimised websites, content, apps, and SMS campaigns to stay top-of-mind.
Example: Hike Messenger – The “Made for India” Approach
Hike Messenger launched in India in 2012, targeting young, mobile-first users. Its innovative features, like stickers in regional languages, tapped into India’s diverse culture, demonstrating the power of localization in mobile marketing.
Quote: “In a mobile-first country like India, brands must think mobile-first to connect with their customers.” – Naveen Tewari, InMobi
Hike’s approach reflected this, building a uniquely Indian platform that resonated deeply with its users.
- Content marketing and storytelling: Building trust through value
Blogs, videos, and podcasts – The rise of educational marketing
The need for authenticity in advertising led brands to adopt content marketing, providing value to consumers through educational blogs, videos, and podcasts. Content marketing helps brands establish themselves as industry leaders and fosters trust with their audiences.
Example: Nykaa’s Beauty Content and Tutorials
Nykaa, a popular beauty e-commerce platform in India, built a loyal customer base through content. From tutorials and product reviews to personalised beauty tips, Nykaa’s content marketing strategy empowered customers, positioning the brand as a go-to beauty advisor.
- The influencer marketing era: Leveraging digital personalities
Influencers as brand ambassadors
Influencer marketing brought a new dimension to digital marketing, allowing brands to connect with niche audiences through trusted personalities. India, with its vast social media user base, became fertile ground for influencer marketing campaigns.
Example: Daniel Wellington’s Influencer Campaigns in India
The watch brand Daniel Wellington collaborated with numerous Indian influencers, blending high-quality visuals with authentic storytelling. This helped the brand establish itself quickly in a competitive market, proving the power of influencers to drive consumer interest and brand recognition.
Quote: “People do not buy goods and services. They buy relations, stories, and magic.” – Seth Godin
By partnering with influencers, brands like Daniel Wellington create the “magic” that connects deeply with consumers.
- AI and automation: The future of marketing
AI-Powered Insights and Automation
The current phase of marketing is increasingly AI-driven, with automation tools enhancing every stage of the customer journey. From chatbots offering instant support to AI-driven content creation, brands are exploring how to make interactions faster and more relevant.
Example: Flipkart’s AI-Driven Personalisation
Flipkart, one of India’s largest e-commerce platforms, uses AI to personalise recommendations, optimise logistics, and analyse customer feedback in real-time. This tech-driven approach has helped it remain competitive in India’s crowded online retail space.
- Integrated Marketing: A Harmonized Strategy for the Modern Consumer
Connecting Channels and Delivering Consistency
In the ever-evolving landscape, integrated marketing – harmonising online and offline channels – has become crucial. Today, brands aim to deliver a seamless experience across all touchpoints, creating a consistent message that resonates with customers wherever they engage.
Example: Tanishq’s Omnichannel Strategy
Jewellery brand Tanishq integrates its online store, social media presence, and physical outlets to offer a unified customer experience. By combining digital and traditional marketing channels, Tanishq has adapted to the modern consumer’s desire for both convenience and connection.
The marketing landscape has shifted from one-size-fits-all messages to personalised, data-driven strategies. In India, this transformation is ongoing as brands innovate to reach a young, tech-savvy, and diverse audience.
As the next chapter unfolds, the challenge will be to blend technology with authenticity, keeping consumers at the heart of every campaign.
Quote: “Marketing’s job is never done. It’s about perpetual motion. We must continue to innovate every day.” – Beth Comstock
The evolution of the marketing landscape has been marked by remarkable shifts, driven by technological advancements, changing consumer behaviours, and the constant pursuit of deeper, more meaningful connections with audiences.
From the early days of radio and print to the age of digital marketing, social media, and AI-powered strategies, brands have continuously adapted to meet the demands of a dynamic market.
In the Indian context, this transformation has been particularly striking, with companies embracing a blend of traditional values and modern innovations to create campaigns that resonate with a diverse and ever-evolving consumer base.
The success of iconic campaigns shows that the power of storytelling, emotional connection, and authenticity remains at the heart of marketing, even as the tools and platforms evolve.
Looking forward, the marketing landscape will continue to evolve with new technologies like AI, AR, and VR pushing the boundaries of creativity and engagement.
The future of marketing lies in the ability to blend innovation with human touch, creating experiences that are not only personalized and relevant but also resonate on a deeper, more emotional level with consumers. As brands continue to navigate this journey, staying agile, authentic, and customer-centric will remain key to success.
