Covert Advertising- Impact in India

Abstract

India is a country where large amount of money is spent on advertising because of its vast regional area, huge population, diversity in culture, religion, customs & rituals and diverse demographic characteristics.  But then there are some other ways also that needs to be adopted by companies in India to attract the potential customers in India towards their products, because just by doing routine advertising a company cannot feel comfortable due to various reasons like competition and changing consumer habits etc. Covert advertising is one of those ways which has been used by companies in India.  This paper will highlight some examples of covert advertising and their success or failures.  This paper will also talk about the different techniques of covert advertising used by the companies and what impact they made on the minds of Indian consumers.

Keywords- Advertising; advertising techniques; product placement; covert advertising.