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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 describes how Hindustan Unilever integrated digital media to build a multiplatform strategy and brought all of its brands together in its BeBeautiful website, to engage beauty consumers online.

Case Study

This case study describes how chocolate brand Kinder Joy remained top of mind among core consumers during non-advertising periods, by creating a unique storytelling platform for kids on mobile in India.

Case Study

This case study describes how Baby Dove identified the digital behaviours of first-time mothers to launch into the baby care market in India.

Case Study

This case study describes how Indian shopping mall group, Inorbit, began a new narrative to attract women customers with Inorbit Pink Power - a business launchpad for women with home-run businesses.

Case Study

This case study describes how feminine hygiene brand Stayfree, targeted women in rural India with an infotainment portal on mobile phones.

Case Study

This case study describes how Hindustan Unilever promoted its Lifebuoy soap brand to rural Indian communities with an on-the-ground programme to teach children the importance of hand washing.
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Article

This article looks at one of India's most enduring brands, Amul Butter - a brand that consistently outranks global brands in the country, and can call itself 'The Taste of India' without eliciting any disagreement.

Article

This article explains how Reckitt Benckiser, a FMCG company in the health and homecare category, is evolving its media strategy for the digital age.

Article

The article explores the astonishing rise of homegrown Indian FMCG giant, Patanjali Ayurved, and how the company is building an alternative, natural brand to multinational competitors - and winning.

Article

This article explores the enduring power of creative intuition in an increasingly data-driven world and how agencies can find a balance to best serve clients.

Article

This article outlines how new video consumption patterns in India are moving the country's heavily TV-centric media market toward mobile and online video.

Article

This event report describes how Pernod Ricard, the international alcoholic beverage brand recast the brand for a young Indian audience by exploring a more nuanced idea of success than just wealth.

Article

This event report discusses how MTV engaged Indian youth by pioneering a completely new form of market research/insight gathering methodology through the selfie.
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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 article explores common challenges facing Western tech brands in India, and provides insight into how Samsung and Vivo successfully localized to grow market share.

  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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