India's print ads thrive amid Diwali's spark

As the Diwali season of 2024 sweeps across India, the country’s largest newspapers have once again transformed into vibrant canvases of commercial creativity. Full-page advertisements from retail giants, jewellery brands, and automobile manufacturers jostle for readers’ attention with festive offers and eye-catching designs.

This surge in print advertising, especially notable during the festival season, is contributing to what could become one of the best years in recent memory for India’s print media sector.

The country’s print advertising is displaying an unusual resilience, especially when viewed against global trends. This festive rebound, however, does not simply reflect a temporary boost from the Diwali season but rather signals a broader and ongoing revival in the sector.

After the downturn caused by Covid-19 lockdowns, India’s print advertising revenues have staged a solid comeback. According to Global Magna/IPG Media Brands research, revenues jumped back to Rs 18,000 crores in 2021 and reached Rs 19,250 crores in 2023, nearing pre-pandemic levels.

Meanwhile, the story overseas is markedly different. Print advertising revenues in the U.S., which totalled USD 14 billion in 2019, have consistently fallen, with forecasts estimating a drop to around USD 9.61 billion in 2023. Europe’s print advertising markets have followed a similar path, with revenues expected to drop from 12 billion euros in 2019 to 10.59 billion euros this year, according to Press Gazette (2023).

Resilience in an evolving market
The tenacity of India’s print media owes much to unique conditions in the country. Print remains a trusted medium, especially in India’s tier-two and tier-three cities, where newspapers are more than just carriers of news; they are essential sources of information and status symbols.

For brands and their creative agencies, this loyalty provides a dependable and highly targeted avenue to reach audiences that may not be as digitally active as those in urban centres. Dr Manu Nanda, chief marketing officer at Stovekraft said, “Print has an undeniable impact, particularly in India, where traditional media still holds immense trust and credibility—especially for new brands and for brands wanting to push festive offers.” Stovekraft, a prominent kitchen appliances manufacturer, exemplifies the enduring appeal of print for brands looking to gain traction in the Indian market.

Yet, the popularity of print advertising isn’t just limited to consumer brands or festival-related promotions. Biba Fashion’s head of marketing, Ekta Dutta, highlighted the medium’s strategic role in the fashion sector. “The print medium is a great way to showcase your offering, especially in fashion, but it is also key to get a good position in the newspaper to not get missed amidst the clutter,” she stated.

While print's limited availability might initially appear as a constraint, it paradoxically increases its perceived value among brand marketers by creating an aura of exclusivity. For Häfele India, a brand with a diverse target audience, print advertising remains central to its strategy.

Shweta Rangra, marketing head at Häfele India, noted, “Given the diverse customer segments that our products are targeted at, we have always maintained our exposure to print, particularly in niche magazines catering to specific target profiles like hoteliers.”

Trust and tangibility
Many Indian brands also continue to favour print advertising for its credibility and focused impact, something that digital formats—despite their precise targeting and instant feedback—struggle to replicate. As Dr Nanda observed, “In an age where digital media is inundated with content, print offers a more focused, less cluttered environment, which consumers still find credible.”

In addition to trust, print offers tangibility, an often-overlooked attribute in an increasingly digital world. While one promises clicks, the other guarantees longer shelf life and hence, recall value.

Biba’s Ekta Dutta mentioned that publications now sell bundled packages including both print and digital to help clients reach a larger audience. The innovation of QR codes within print ads, allowing readers to transition seamlessly to online engagement, has further strengthened print’s relevance.

Measuring ROI in print
Unlike digital media, which provides clear metrics on impressions and click-through rates, the effectiveness of print advertising has traditionally been challenging to measure. However, companies are adapting, developing performance metrics to gauge print's impact. Dutta pointed out that “the ROI from large format print ads can be evaluated through an increase in footfalls, sales, and queries at stores for an immediate view.”

For Dr Nanda, print advertising has proven effective in generating long-term brand recall, a measure distinct from the short-term metrics typically associated with digital media. “We often see a spike in queries and purchases following a print campaign, especially when it’s tied to specific offers or promotions,” he explained, adding that “print ads during the festive season elevate brand perception, which has a longer-term impact on customer loyalty.”

The festive advantage
In India’s culturally vibrant market, the print medium particularly shines during the festive seasons. Dr Nanda emphasised print’s importance during Diwali and other major festivals. “The festive season is a time when consumers are actively searching for deals and offers, and a well-placed print ad can make a big difference,” he stated.

For Stovekraft, high-impact visibility through large-format ads in tier-two and tier-three markets remains crucial. In fact, the company often times its print campaigns to coincide with product launches and special promotions.

Moreover, large-format ads in prominent dailies deliver instant recognition and brand recall, especially in tier-two and tier-three markets where print is still a primary source of information. This allows brands to create bold, visually compelling narratives that grab attention at the right moment.

The outlook for print advertising in India appears balanced, if cautiously optimistic. The medium’s ability to adapt to the digital age, the loyalty it commands among readers, and its cultural significance in regions across India have allowed it to weather the storms of global change.

As Rangra of Häfele India summarised, “We believe print is here to stay, though the choice of print medium depends on campaign objectives.” For brands, this medium continues to offer distinct advantages that are challenging to replicate digitally.

While digital media has reshaped marketing globally, print advertising in India retains a unique position, evolving alongside digital rather than being replaced by it. The enduring trust, tangible impact, and cultural significance it offers make it indispensable during times of celebration and beyond.

This article was originally published by Campaign India.