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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 Surf, a detergent brand, successfully related its brand message to the Ramadan celebrations in Pakistan and India.

Case Study

This case study shows how Good Knight, an insecticide brand, successfully increased sales and raised the Indian audience's awareness about Dengue.

Case Study

This case study shows how Lifebuoy, a soap brand, successfully changed mothers' hand-washing habits in India with an emotional campaign about child mortality.

Case Study

This case study shows how Ariel, a detergent brand, continued a social campaign to engage with its Indian audience about gender inequality in housework.

Case Study

This case study describes how car-maker Volkswagen created an online and print campaign, using real-life advocates, to change its brand narrative in India.

Case Study

This case study describes how Indian drinks brand McDowell's No.1 tapped into fan behaviour around short-form cricket, with digital content created by famous real-life friends.
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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.

Article

This article discusses how Patanjali, an FMCG challenger brand, built success in India through social media and the fame of its founder, spiritual yoga guru Baba Ramdev.

Article

This article argues that telecom marketers need to re-evaluate their media strategies in order to adapt to three paradigm shifts: the death of broadcast TV; brands as publications; and phones moving from voice to data.

Article

This article explores purchase behaviours and consumer trends of India's shoppers during the festive season, covering beauty, fitness, travel, and digital payments.

Article

The article explores how PaisaBazaar, one of India's biggest financial brands, is using content marketing to engage new audiences and educate them about financial products.

Research Paper

This paper shares learnings from PepsiCo India as the company makes fundamental changes to its Insights function in order to widen the team's sphere of impact within the wider business.

Research Paper

This paper examines whether audio responses in surveys can be used to detect subconscious responses to questions in the Indian market.
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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 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.

  5. 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 2015.

  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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