Ambi Parameswaran On Six Decades Of Indian Advertising, Influencer Mania And The Future Of Brand Building
Advertising has never merely sold products; it has documented India's changing aspirations, anxieties and ambitions. Few have chronicled that journey as closely as Ambi Parameswaran. In the 10th-anniversary edition of Nawab, Nudes and Noodles: India Through 60 Years of Advertising, the veteran advertising professional extends the original 50-year narrative to examine a decade shaped by digital…
In his 10th-anniversary edition of "Nawab, Nudes and Noodles: India Through 60 Years of Advertising," veteran advertising professional Ambi Parameswaran delves into the past decade shaped by digital disruption, influencers, fragmented media, COVID and AI. The new 50-page section examines how consumers, culture and advertising have evolved from 2015 to 2025.
However, Parameswaran cautions against the notion that advertising can fundamentally change beliefs, stating that advertising can influence behavior but cannot alter fundamental values. He also acknowledges the rise of influencer marketing, explaining that it has become prevalent due to consumers spending more time on platforms like Instagram Reels.
However, he emphasizes the importance of conducting proper research to determine if influencer marketing is effectively building brand awareness. Parameswaran uses Amul as a case study, highlighting its success in maintaining top-of-mind awareness without relying on influencer numbers. He concludes that brands should define their objectives clearly, whether it's immediate commerce or long-term brand building, as different approaches may be required depending on the goal.
Written by urgent.news from Free Press Journal's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
