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South Asia

The South Asian advertising market is dominated by India, which has grown in recent years to become one of the word’s biggest markets by adspend. India has a well-established advertising industry, and Indian campaigns perform well in regional and global effectiveness competitions. Although digital spend is growing fast in India, it is a market where traditional channels such as TV and radio still play an important role.

Key Reading

Important papers from across the Warc database

This article outlines the impact of India's 2015 budget. It argues that the budget has a focus on long-term rather than short-term growth, meaning its initial impact will be limited, though some key reforms and infrastructure projects should build confidence.
A Warc Webinar discussing how to overcome the challenges of this growing yet diverse market.
Trends in Asian marketing strategy, drawn from an analysis of entries to the Warc Prize for Asia Strategy.
Predicted advertising expenditure across major media channels for the next two years.
Asia's leading competition recognising great strategic thinking in marketing.

Case Study

This case study shows how Reprieve/FFR, a human rights organisation, drove change regarding drone strikes on Pakistan, using a viral campaign that gave a face to its innocent victims.

Case Study

This case study shows how the Indian Red Cross Society, a humanitarian organisation, changed India's mind-set on blood donations by creating a mobile blood banking app and fostering the notion of blood donations as a way to save your own blood for future occasions.

Case Study

This case study shows how Ariel, a detergent brand, used a social campaign to engage with its Indian audience and increase brand awareness.

Case Study

This case study shows how Ariel, a detergent brand, continued a social campaign about gender inequality to raise brand awareness and sales in India.

Case Study

This case study shows how Bajaj Auto, a motorcycle brand, successfully increased sales in India by developing a new model made with metal from a famous aircraft carrier.

Case Study

This case study shows how Make Love not Scars (MLNS), an NGO dedicated to providing rehabilitation to acid attack victims, used a digital campaign to end the open sale of acid in India.
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Article

This event report identifies key learnings from Ariel, the P&G-owned detergent, Share the Load campaign, with the creative and strategic team that put the work together.

Article

This article outlines how Aditya Birla Group, the conglomerate, drove a customer-centric transformation in its strategy.

Article

This article covers how Johnson and Johnson is using video content in India to target specific audiences with household and baby products.

Article

This article covers how Reliance Jio, a telco challenger brand in India, has seen rapid growth in market share by launching its service for free.

Article

This article explores the changing role of the marketer amid India’s soaring mobile phone penetration.

Article

This article covers how Dentsu Aegis Network re-positioned itself to prioritise digital in India as the country’s online revolution look off including agency acquisitions, digital-first investment and taking on India’s talent shortage.

Article

This research explores the impact of price on consumer behaviours in India, including price elasticity and the price-value equation as perceived by shoppers on a category by category basis.
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  1. Article

    This report examines the trends in marketing strategy in Asia, with lessons for marketers drawn from an analysis of the entries to the Warc Prize for Asian Strategy 2016.

  2. Article

    This case study shows how Ariel, a laundry detergent brand, used a social campaign to engage with its Indian audience and increase brand awareness.

  3. Article

    This case study shows how Lifebuoy, a health soap brand, successfully targeted United Nations policy makers with an emotional campaign about child mortality in India.

  4. Article

    This article explores common challenges facing Western tech brands in India, and provides insight into how Samsung and Vivo successfully localized to grow market share.

  5. Article

    This case study details how Ariel, the detergent, created relevance in India by reframing the conversations, moving away from clothes stains, and focusing on the cultural stain of gender equality in the home.

  6. Article

    This report summarises the data stored in Warc's Adspend Database, which tracks advertising expenditure for eight media in 90 individual markets back to 1980.

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