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Analysis Study Research Paper | Management | India | Volume 12 Issue 12, December 2023

Resilience and Innovation: Tracing the Growth of the Indian Advertising Industry and it's Response During the 2020 - 21 Pandemic Era

Dr. Nishith Anand | Aswin Prakash

Abstract: The Indian Advertising Industry is worth over INR 70, 000 crores and growing at 18.6%. Digital Advertising has seen consistent upward growth for a decade, peaking to 50% in 2020 - 21. The sudden outbreak of Covid - 19 in 2020 and the subsequent nation - wide lockdown took individuals and industry by surprise. Even as markets plunged, production got stalled and jobs got affected, the Indian Advertising industry displayed restraint and fortitude by contemplating the situation well and by responding with empathetic, inspiring creatives that conveyed hope, positivity and trust. PR agencies also worked in sync with market sentiment, resulting in advertising campaigns that not only spoke of relevant objectives, but were also executed creatively; amplified by the power of digital/ social media. This paper describes the Indian Advertising Industry during 2020 - 21 and 2021 - 22. It also studies the impact of major advertisers during the pandemic period.

Keywords: Indian Advertising, Digital Media, Consumer Sentiment, Covid - 19, Public Relations

Edition: Volume 12 Issue 12, December 2023,

Pages: 1209 - 1211