Advertising India is jumping with anticipation
at the prospects of higher spending by the brands on promotional activities and
marketing campaigns on the occasion of this year’s festive season. According to
an article published on August 25, 2014 in the Economic Times of India, the
total brand expenditure during this festive season in India will be Rs. 2,000
Crore. This would be enough to break a few records of recent times and pull the
Advertising Industry back to happy days after the relatively low performance last
year.
The
reasons for such expectations this year are manifold. The most prominent
reasons for this bright prospect include a stable economic and political
situation in the country, new product and service launches, and improvement in
the infrastructure of the mediums. All these circumstances have led to a much
better environment for prospects for high buying by the consumers. It is this
realization that has the brands increasing their spending on promotions, in a
race for prominence and visibility during this crucial phase of the year. Advertising India
is already seeing an increase in brand spending as the brands enter the race of
the early birds.
Another
prominent change in the pattern of Advertising in India has been the use of both
OOH and the
online medium by the brands. Advertising Agencies, which offer a wide range of
platforms, are likely to benefit from this attempt at all round visibility by
the brands. This can be accredited to the success of smartphones in India. As
the brands are bending over backwards to make up for last year, this festive
season is sure to deliver on the expectations.