Conference
Comparative Study of Digital and Traditional Print Advertising: Visual Analysis & Impact of Ching's campaigns Evaluation in India.
| Τίτλος: | Comparative Study of Digital and Traditional Print Advertising: Visual Analysis & Impact of Ching's campaigns Evaluation in India. |
|---|---|
| Συγγραφείς: | Vyas, Naisargi, Dave, Dushyant1 naisargiv009@gmail.com |
| Πηγή: | Advances in Consumer Research. Jan2026, Vol. 3 Issue 1, p663-672. 10p. |
| Θεματικοί όροι: | *Print advertising, *Fast moving consumer goods, *Advertising media planning, *Advertising campaigns, *Neuromarketing, *Advertising, Aesthetics |
| Γεωγραφικοί όροι: | India |
| Περίληψη: | This research paper comprehensively compares digital advertising and traditional print newspaper advertising in the Indian fast, moving consumer goods (FMCG) sector. It uses Ching's Secret Schezwan Chutney advertisements as a case study to illustrate the point. The paper focuses on two different executions for each campaign, Image 1 is the digital "AAG LAGA DE!" campaign which was promoted on Facebook, Instagram, and YouTube while Image 2 is the print "Agent Ching Attacks" campaign that appeared in Times of India in major metros like Delhi (1, 132, 235 daily circulation), Mumbai (810-365 daily circulation), Bangalore (517-568 daily circulation), and Chennai (255, 000 daily circulation). The investigation covers the visual aesthetics aspects such as typography, grid layout, colour story, and graphic design evaluation; neuromarketing ideas including emotional priming, transfer of source, credibility, direct and indirect vision impact, and subliminal processing; measurable results like engagement rates, click, through rates, cost, per, acquisition, and trackability; thorough media planning and budget allocation strategies; and the efficacy of headlines and slogans in changing consumer behaviour. The paper traces the relationship of almost 11 years between Ching's Secret (₹5, 500 crore brand, Capital Foods was the owner up to Tata Consumer Products acquisition in January 2024 for ₹5, 200 crore) and Isspeshal StratCon LLP, a creative strategy firm led by Chief Storyteller Ashiish V Patil, whose cinematic campaigns, directed by Shaad Ali, Rohit Shetty, and Atlee Kumar, have won many accolades. The results reveal that digital advertising, while offering real, time measurability, surpassed print quite handily in terms of engagement rates (4.2% vs 1.8%) and click, through rates (3.75% vs 0.5%). However, Times of India print editions still have undisputed strengths in terms of credibility perception (15, 25% higher trust scores), engagement duration (4, 8 minutes vs 2, 3 minutes), and cultural legitimacy in Indian consumer consciousness. The authors argue that a synergistic combination of digital and print, where the former offers targeting accuracy, instant performance evaluation, and rapid optimization while the latter contributes to trust building, demographic penetration of 45+ age groups and tier, 2/3 cities, and cultural authority, essentially forms the most impactful contemporary FMCG advertising strategy in India's dynamic media environment. [ABSTRACT FROM AUTHOR] |
| Copyright of Advances in Consumer Research is the property of Association for Consumer Research and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) | |
| Βάση Δεδομένων: | Business Source Index |
| FullText | Text: Availability: 0 |
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| Items | – Name: Title Label: Title Group: Ti Data: Comparative Study of Digital and Traditional Print Advertising: Visual Analysis & Impact of Ching's campaigns Evaluation in India. – Name: Author Label: Authors Group: Au Data: <searchLink fieldCode="AR" term="%22Vyas%2C+Naisargi%22">Vyas, Naisargi</searchLink><br /><searchLink fieldCode="AR" term="%22Dave%2C+Dushyant%22">Dave, Dushyant</searchLink><relatesTo>1</relatesTo><i> naisargiv009@gmail.com</i> – Name: TitleSource Label: Source Group: Src Data: <searchLink fieldCode="JN" term="%22Advances+in+Consumer+Research%22">Advances in Consumer Research</searchLink>. Jan2026, Vol. 3 Issue 1, p663-672. 10p. – Name: Subject Label: Subject Terms Group: Su Data: *<searchLink fieldCode="DE" term="%22Print+advertising%22">Print advertising</searchLink><br />*<searchLink fieldCode="DE" term="%22Fast+moving+consumer+goods%22">Fast moving consumer goods</searchLink><br />*<searchLink fieldCode="DE" term="%22Advertising+media+planning%22">Advertising media planning</searchLink><br />*<searchLink fieldCode="DE" term="%22Advertising+campaigns%22">Advertising campaigns</searchLink><br />*<searchLink fieldCode="DE" term="%22Neuromarketing%22">Neuromarketing</searchLink><br />*<searchLink fieldCode="DE" term="%22Advertising%22">Advertising</searchLink><br /><searchLink fieldCode="DE" term="%22Aesthetics%22">Aesthetics</searchLink> – Name: SubjectGeographic Label: Geographic Terms Group: Su Data: <searchLink fieldCode="DE" term="%22India%22">India</searchLink> – Name: Abstract Label: Abstract Group: Ab Data: This research paper comprehensively compares digital advertising and traditional print newspaper advertising in the Indian fast, moving consumer goods (FMCG) sector. It uses Ching's Secret Schezwan Chutney advertisements as a case study to illustrate the point. The paper focuses on two different executions for each campaign, Image 1 is the digital "AAG LAGA DE!" campaign which was promoted on Facebook, Instagram, and YouTube while Image 2 is the print "Agent Ching Attacks" campaign that appeared in Times of India in major metros like Delhi (1, 132, 235 daily circulation), Mumbai (810-365 daily circulation), Bangalore (517-568 daily circulation), and Chennai (255, 000 daily circulation). The investigation covers the visual aesthetics aspects such as typography, grid layout, colour story, and graphic design evaluation; neuromarketing ideas including emotional priming, transfer of source, credibility, direct and indirect vision impact, and subliminal processing; measurable results like engagement rates, click, through rates, cost, per, acquisition, and trackability; thorough media planning and budget allocation strategies; and the efficacy of headlines and slogans in changing consumer behaviour. The paper traces the relationship of almost 11 years between Ching's Secret (₹5, 500 crore brand, Capital Foods was the owner up to Tata Consumer Products acquisition in January 2024 for ₹5, 200 crore) and Isspeshal StratCon LLP, a creative strategy firm led by Chief Storyteller Ashiish V Patil, whose cinematic campaigns, directed by Shaad Ali, Rohit Shetty, and Atlee Kumar, have won many accolades. The results reveal that digital advertising, while offering real, time measurability, surpassed print quite handily in terms of engagement rates (4.2% vs 1.8%) and click, through rates (3.75% vs 0.5%). However, Times of India print editions still have undisputed strengths in terms of credibility perception (15, 25% higher trust scores), engagement duration (4, 8 minutes vs 2, 3 minutes), and cultural legitimacy in Indian consumer consciousness. The authors argue that a synergistic combination of digital and print, where the former offers targeting accuracy, instant performance evaluation, and rapid optimization while the latter contributes to trust building, demographic penetration of 45+ age groups and tier, 2/3 cities, and cultural authority, essentially forms the most impactful contemporary FMCG advertising strategy in India's dynamic media environment. [ABSTRACT FROM AUTHOR] – Name: AbstractSuppliedCopyright Label: Group: Ab Data: <i>Copyright of Advances in Consumer Research is the property of Association for Consumer Research and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.</i> (Copyright applies to all Abstracts.) |
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| RecordInfo | BibRecord: BibEntity: Languages: – Code: eng Text: English PhysicalDescription: Pagination: PageCount: 10 StartPage: 663 Subjects: – SubjectFull: Print advertising Type: general – SubjectFull: Fast moving consumer goods Type: general – SubjectFull: Advertising media planning Type: general – SubjectFull: Advertising campaigns Type: general – SubjectFull: Neuromarketing Type: general – SubjectFull: Advertising Type: general – SubjectFull: Aesthetics Type: general – SubjectFull: India Type: general Titles: – TitleFull: Comparative Study of Digital and Traditional Print Advertising: Visual Analysis & Impact of Ching's campaigns Evaluation in India. Type: main BibRelationships: HasContributorRelationships: – PersonEntity: Name: NameFull: Vyas, Naisargi – PersonEntity: Name: NameFull: Dave, Dushyant IsPartOfRelationships: – BibEntity: Dates: – D: 01 M: 01 Text: Jan2026 Type: published Y: 2026 Identifiers: – Type: issn-print Value: 00989258 Numbering: – Type: volume Value: 3 – Type: issue Value: 1 Titles: – TitleFull: Advances in Consumer Research Type: main |
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