IGNCA’s ‘Ad Art Exhibition’ displays four decades of Indian advertising

The Indira Gandhi National Centre for the Arts (IGNCA) is hosting the ‘Ad Art Exhibition: Four Decades of Indian Advertising,’ showcasing the transformative journey of Indian advertising from the 1950s to the 1990s. This one-of-a-kind exhibition, curated by Iqbal Rizvi, is currently on display at IGNCA’s Darshanam Gallery and will remain open to the public until March 28.

The exhibition offers a nostalgic walk through the golden era of Indian advertising, reflecting not just consumer trends but also cultural and societal shifts. On its opening day, a thought-provoking discussion accompanied the event, featuring prominent personalities from the fields of marketing, journalism and media.

Marketing expert and columnist Suhel Seth, the chief guest at the event, emphasised the deep cultural ties of advertising. “Advertising is nothing but the barometer of a country's cultural disposition. It is incorrect to believe that it is only a reflection of consumer habits because consumerism is rooted in culture,” he remarked. He pointed out that Indian festivals like Diwali, Holi, Eid and Christmas shape consumer spending, underlining how advertising is intrinsically linked to tradition and lifestyle.

Seth also noted a shift in the nature of advertising, lamenting the loss of humour in modern-day commercials. “My biggest regret is that hum or has disappeared from Indian advertising. Great advertising is not about budgets but about engagement—it’s about preparing the ground for a future purchase,” he said.

Drawing a striking comparison, he referred to the recently concluded Mahakumbh as the “biggest marketing festival.” He observed how the event, apart from its religious significance, became a massive communication phenomenon that bolstered tourism in the region.

Hindustan Times Editor-in-Chief Sukumar Ranganathan explored the transformation of advertising over the decades. “Advertising’s evolution from the form we once celebrated—as seen in this exhibition—has much to do with its success in the 1960s,” he stated, citing Vance Packard’s The Hidden Persuaders.

He highlighted that earlier, brands relied on newspapers, magazines and television to shape the public perception. However, with the advent of the internet, the traditional role of advertising has diminished. “Today, organisations directly engage with consumers through digital platforms, bypassing traditional advertising structures. Advertising must now find new ways to reinvent itself, just as media had to adapt to similar challenges,” he explained.

Sachchidanand Joshi, in a video message, called for greater academic research on advertising, stressing that it is an art form in itself. “Advertisements are neither documented nor archived, yet they reflect psychological and social transformations. The entire world progresses through advertising—it is a driving force in marketing and commercialisation,” he said.

He posed a thought-provoking question: “When advertising, in all its diversity, influences society so profoundly, should it not be recognised as an independent art form?” He asserted that advertising is more than just short films or sales techniques—it is a well-developed artistic discipline.

The Ad Art Exhibition presents a visual narrative of India's changing consumer landscape. From hand-painted posters and early print ads to radio jingles and the rise of television commercials, the exhibition traces how advertising has influenced Indian households for generations.

Further, the carefully curated selection of ads highlights how storytelling techniques, linguistic styles and visual appeal evolved from the 1950s to the 1990s. It provides an immersive experience, allowing visitors to witness how iconic brands built their legacies and how advertisements tapped into emotions, humour, aspirations and cultural values.

This exhibition is an insightful exploration of how advertising has shaped India's economy, emotions and identity. As visitors walk through the display, they don’t just see ads; they get to witness a chronicle of India’s social and cultural evolution.