Everything that can be invented

has been invented

US Office of Patents 1899

This telephone has too many
shortcomingsas a means of
communicationthe device is
inherently of no value

Western Union internal memo 1876
Who the hell wants actors to talk

Harry Warner, Warner Brothers 1927
I think there is a world market
for maybe five computers

Thomas Watson Chairman of IBM 1943

There is no reason for any
individuals to have a computer
in their home

Ken Olsen, President of DEC
By 2010, we estimate that total
revenue will exceed US $ 2
trillion

Global estimates in 2004











1780 James Augustus Hickeybrought out
the first newspaper in India called Calcutta
General Advertiser or Hickeys Bengal Gazette
Classifieds
Patent medicines
Ads by retailers

Press advertisements largely imported
goods which reached Indian shores

Retailers like Spencers, Army & Navy,
Whiteaway & Laidlaw called out to consumers
The Talkies and Radio emerge as media
The first Indian agency offering both
creative and space selling Sistas
Advertising & Publicity services
World War II
Fight for Independence
Launch of brands like
Lux, Pears, Horlicks,
Dalda
Indian Advertising takes off
Industrial revolution in the Nehruvian era
Ist survey of the Rural market
Cinema advertising begins
Indias first Ad Club in Calcutta
1957 Vividh Bharti kicks off
Emergence of marketing
MRI (Market Rating Indices)
Shop audits
NRS I and II
Focus on research and data generation
1962 Indian TVs first soap opera Teesra Rasta
1967 First commercial on Vividh Bharti
Media boom
Bouquet of magazines
2
nd
Asian Advertising Congress in Delhi
Marketing concepts/efforts
Lifestyle studies
Positioning
1978 First TV commercial
Aug 15, 1982 colour TV introduced
Radio goes commercial, regional expansion
Use of colour increases
Public sector advertising
Indian Chapter of International Advertising
Association
First colour ad on TV by Bombay Dyeing
1984 - Hum Log on Doordarshan
1985 86 Launch of 915 new brands

Emergence of Satellite TV
CNN, Star, Zee, Movie channels, DD Metro
1996 - Sun TV, Ist regional channel
FM Radio
DD Audience Surveys
NRS and IRS
TV Audience measurement
Consumer tracking and satisfaction studies
Mobile telephony comes to India

Technological breakthrough
The www era
Role of advertising agency changing to
marketing consultant
Birth of Media Independents
Web advertising
Traditional media and new media
THE WORLD HAS CHANGED..
Just a few Years ago
the terms GOOGLE,
Facebook, Twitter,
iPod, iPAD, Tablet
meant nothing
The future will be all
about screens
Bill Gates
Laptops
Smartphones Tablets Social
media
0
2
4
6
8
10
12
14
16
18
20
1960 1970 1980 1990 2000 2010
Waking hours spent neither at
work nor home
Consumers are spending less time at home or work but
are choosing to be connected at all times
MORE MEDIALESS TIME
Most valuable resource in everyday life
Your information
Your space
Your money
Your energy
Your time
37%
32%
14%
12%
6%
What I want When I want Where I want

Your life remote
6.1 Billion mobile phones
1.4 Billion Smartphones
Tablets 227 Mn in 2013
but we are going through
irrevocable change
Consumers want control
over their media instead of
being controlled by it

Rupert Murdoch
AGE OF INTERRUPTION THE BIG SWITCH RULES OF ENGAGEMENT
PEOPLE
POWER
20
TH
CENTURY 21
ST
CENTURY
The big switch
Experience:
Search, Sharing, Recommendation,
Personalization
On demand, Right to Reply

Choice:
Content, Media

Technology:
Digital, Payment, Bandwidth
Wireless, Storage
What is happening?
Vietnam
Indonesia
India
Phillipines
Rural China
Sri Lanka
Thailand
Malaysia
Urban China
Singapore
Hong Kong
Australia
Japan, Korea
US, UK
Moving from
Interruption
to Engagement