The IAS Guide to Advertising in India.
India, the world’s most populous country with over 1.45 billion people (as of 2024), is a land of immense cultural, linguistic and regional diversity; understanding these nuances is key to creating impactful and localised advertising campaigns.
India presents dynamic opportunities for advertisers across various platforms, fuelled by a youthful population, growing digital penetration, and diverse consumer preferences. Here’s an in-depth look at the Indian advertising landscape, key demographics, and media trends.
Geography
India is divided into 28 states & 8 Union Territories each with its own cultural identity, economic strengths, and regional preferences.
Major Cities
Delhi (Capital): Political & Administrative Hub
Mumbai: Financial Capital, home to Bollywood and major corporations
Bengaluru: IT hub – Known as the “Silicon Valley of India”
Chennai, Hyderabad & Kolkata: Key cultural and economic centres
Languages
India has 22 official languages, and over 1,600 spoken languages
Hindi (Spoken by over 44% of the population. Predominant in Northern & Central India)
English: Widely Used in urban areas, business & education
Bengali, Tamil, Telegu, Marathi, and Urdu: Significant speakers across various states.
Demographics at a Glance.
Age
India boasts a vibrant, youthful population, with a median age of 28.4 years.
0-17 years: 25.4%
18-34 years: 28.1%
35-54 years: 26.7%
55 years and above: 19.8%
Religion
Hinduism (79.8%)
Islam (14.2%)
Christianity (2.3%)
Sikhism, Buddhism, and Jainism collectively (3.6%)
Gender Distribution
Male: 51.5%
Female: 48.5%
Urban vs Rural
Approximately 35% of the population resides in urban areas, with the remainder in rural regions.
Political Landscape.
Prime Minister: Narendra Modi (2014 – now)
Ruling Political Party: Bharatiya Janata Party (BJP) 2014– now. A center-right party, with a a focus on nationalism, economic reforms infrastructure development, and cultural policies rooted in Indian traditions.
Opposing Political Party: Indian National Congress (INC): A center-left party, historically dominant since India’s independence in 1947.
Economy.
India’s economy is diverse, with strong contributions from technology, manufacturing, healthcare, and finance sectors.
Regional disparities in income levels create unique advertising opportunities tailored to urban and rural audiences.
Average Monthly Salary: INR 32,000 ($380).
Median Salary: INR 27,300 ($325 USD).
Salary Range: INR 8,000 – 143,000 ($100 – 1,735 USD)
The TV Advertising Landscape in India.
TV Advertising
Television remains a dominant advertising medium in India, with high penetration in urban and rural households. India stands out as one of the few global markets where TV is still a growing medium.
TV Penetration: 65% of households have a TV.
Most watched TV Genres: Entertainment, drama, reality shows.
Top 5 TV Channels: Star Plus, Zee TV, Colors TV, Sony TV, and SET India.
Key TV Advertising Sectors: Retail, Consumer Goods, Automotive & Financial Services
Print Advertising
Print media remains deeply ingrained in Indian society, particularly in rural and semi-urban areas.
Newspaper Penetration: 85% of the population tune into radio daily
Most popular Print Genres: News, Business and Finance, Entertainment, Local Coverage
Top 5 Newspapers: Times of India, Hindustan Times, The Economic Times, Dainik Bhaskar, Malayala Manorama
Key Radio Advertising Sectors: Retail, Real Estate, FMCG, Automotive, Financial Services
Out Of Home Advertising
OOH campaigns remain impactful in urban markets, leveraging high traffic density and iconic public spaces.
Billboard Penetration: Over 120,000 billboards across 130 cities
Popular OOH Locations: High-traffic areas like malls, transit stations, and highways
Key OOH Advertising Sectors: Tech & Telecom, Food & Beverage, Retail, Automotive, Financial Services
Digital & Social Media Advertising
India’s internet users exceed 800 million, making it a critical market for digital advertising. Social media platforms dominate brand campaigns, particularly for younger audiences.
| Platform | Top Age Group | Gender Split | User Base |
| 25-34 years | 26.5% female, 73.5% male | 329.6 million users | |
| 18-24 years | 32.8% female, 67.2% male | 362.9 million users | |
| 25-34 years | 29.7% female, 70.3% male | 120 million users | |
| ShareChat | 18-24 years | 24.5% female, 75.5% male | 180 million users |
Why Advertise in India?
Huge Audience Base: With over 1.45 billion people, India offers unparalleled reach.
Diverse Media Channels: From traditional TV and radio to cutting-edge digital platforms, advertisers can engage consumers across multiple touchpoints.
Localised Campaigns: India’s diversity allows brands to tailor campaigns by language, region, and culture for maximum impact.
Youth-Centric Market: With nearly 30% of the population aged 18–34, India is ideal for brands targeting younger audiences.