The Media Centre of the Indira Gandhi National Centre for the Arts (IGNCA), an autonomous institution under the Ministry of Culture, Government of India, organised a special exhibition titled ‘Stars Shine in Ads: an Unique Ad Exhibition’ at the Samvet Auditorium in New Delhi. The exhibition offered a reflective journey into the evolution of Indian advertising, examining its deep cultural, literary and social significance beyond commercial intent.
The exhibition was inaugurated by Ms. Rama Pandey, acclaimed film and theatre director and author; Dr. Sachchidanand Joshi, Member Secretary, IGNCA; and Shri Sushil Pandit, communication strategist. Shri Anurag Punetha, Controller, Media Centre, delivered the inaugural address. The exhibition has been curated by Shri Iqbal Rizvi of the Media Centre, IGNCA, and was accompanied by a panel discussion on the role of advertising in India’s cultural history.
Advertising Beyond Commerce: A Cultural Narrative
Moving beyond the cinematic world, the exhibition explored how advertising played a decisive role in bringing film personalities into everyday life, shaping public taste, fashion and aspirations. The trust inspired by film stars made them central to the growth of Indian advertising, marking a crucial phase in the country’s visual and cultural history.
The exhibition also paid tribute to the legendary Late Piyush Pandey, whose work redefined the language, imagination and emotional depth of Indian advertising, transforming it into a powerful medium of cultural communication.
Advertising as Literature: Rama Pandey’s Perspective
Speaking at the inauguration, Rama Pandey remarked that advertising should not be viewed merely as emotional appeal or market-driven language.
“Advertising is, in itself, a new, vibrant and contemporary form of literature,” she said.
Drawing parallels with poetry, storytelling and drama, she noted that advertising communicates with society through a few words, images and fleeting moments, yet carries the power to evoke emotion, reflection and meaning. She emphasised that advertising does more than sell products—it builds trust, relationships and a sense of belonging, often becoming a lasting cultural document.
She observed that advertisements that connect with common people through shared memories and experiences transcend commerce, which is why many iconic campaigns remain etched in public memory for decades.
Advertising, Media and Cultural Sustainability
Addressing the gathering, Shri Sushil Pandit reflected on advertising’s historical role in sustaining Indian media and cultural discourse. He recalled that during earlier decades, newspaper prices did not cover printing costs, and it was advertising that sustained journalism, literature and creative freedom.
“Advertising has always reflected the social, cultural and economic changes of its time,” he said.
Highlighting Piyush Pandey’s contribution, Shri Pandit noted that his greatest achievement was humanising advertising language, transforming it from formal communication into intimate, everyday conversation that fostered trust and emotional connection between brands and consumers.
Advertising in the Digital Age: New Challenges, Greater Responsibility
Shri Pandit further pointed out that while technology, products and platforms can evolve or be replicated, emotional bonds between brands and consumers are irreplaceable. In the digital era, communication has become more targeted, but the challenges of understanding changing aspirations, language and worldview of younger generations have grown.
He stressed that effective communication lies not only in what is said, but equally in how it is conveyed, making sensitivity and creativity more important than ever.
Preserving Advertising as Cultural Heritage
In his inaugural address, Shri Anurag Punetha highlighted IGNCA’s commitment to archiving and preserving India’s advertising legacy. He noted that the advertising archiving initiative aims to create a structured visual record of India’s creative marketing journey—capturing its aesthetics, humour, language, social impact and nostalgia.
The exhibition attracted advertising students, researchers, cultural scholars and enthusiasts, offering them an opportunity to view advertising as an intellectual, creative and historical medium rather than mere commercial messaging.
Conclusion
The ‘Stars Shine in Ads’ exhibition at IGNCA stands as a powerful reminder that advertising is deeply intertwined with India’s cultural, literary and social evolution. By preserving and showcasing iconic advertising narratives, IGNCA has created a platform that not only honours creative expression of the past but also offers valuable insights for shaping the future of communication. As the mediums evolve, understanding this journey becomes essential to preserving the cultural fabric that advertising has helped weave over decades.
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Source: PIB
