Table of ContentsIntroductionLiterature ReviewCONCLUSIONSocial advertising is the first form of advertising that systematically exploits historically offline dynamics, such as peer pressure, recommendations from friends and other forms of social influence. Social media has the power to turn a campaign into a religion. Social advertising is the media message designed to educate or motivate Indians to voluntarily engage in social activities. Social media has great potential to influence every corner of the web. It enhances useful advertising to the readers and also effectively satisfies the advertisers by reaching the audience. This article explores the impact of social advertising in India by extracting data on audience preferences for social advertisements. From the data collected, it was concluded that social advertisements in India created incredible awareness and attracted the audience towards them. This suggests that social advertising is having a positive impact in India. Keywords: media message, social advertising, audience preferences, positive impact. Say no to plagiarism. Get a tailor-made essay on “Why violent video games should not be banned”?Get the original essayIntroductionSocial advertising deals with issues of public concern such as social change, political ideas, economic policies, social programs development, etc. “Public service advertising” or “social advertising”. It promotes community health and well-being by airing advertisements that educate people and raise awareness about drugs, diseases, and other major social issues in the country. It is also called “non-product” advertising. This means advertising various ideas that are not directly intended for the promotion or sale of commercial products or services. Advertising has become important in the current scenario as an indicator of social and economic progress. They reinforce the direction of change in our values. In fact, a country without advertising is inconceivable. Advertising is a means of mass education and the role it plays must therefore be taken seriously. Advertisers sponsor through cultural, social, sporting or other activities or organized programs related to health, hygiene or education, including literacy through free distribution of brochures or other reading materials. Free health check-up camps are also organized in villages by large industries or the public sector. Advertising is done by advertisers in newspapers, on billboards and in the form of short advertisements on television. This creates awareness of the democratic right of a common man. Social Advertisements manages corporate social responsibility. Large advertising agencies awarded for social services also create advertisements and produce them themselves. He also produces for the government and his own organization without profit or loss. So, Indian advertisers have started contributing to the development and welfare of the society, but it still has a long way to go. Advertising ideas, such as reducing traffic congestion, improving health, conserving natural resources, planning families, educating girls, increasing the age of marriage, etc. meet fundamental social and economic needs. In India, social advertising is in its infancy. The social and economic well-being of a nation can be primarily achieved when a harmonious publicity effort is achieved among the citizens by visualizing them as the beneficiaries and inducers of social advertisements. The pictureadvertisements are promoted in public service advertising. Some campaigns are organized to promote social advertising in India. In India, social advertisements are enriched by popular celebrities. People in rural areas are more attracted to advertisements. They willingly engage these advertisements in their lives and benefit from them. For example, Amitabh Bachchan comes for polio vaccination ads. Seeing this, more families are interested in it. According to the AdEx report in 2007, it was found that many social advertisements were promoted by Amitabh Bachchan and mainly focused on "health awareness". Advertising agencies have reported that organizations that contribute heavily to social advertising spend at least $5 million on print advertising. Newspapers in non-metropolitan cities garner 56 percent of all social advertising. Government organizations as well as NGOs have increased their spending by 30 percent over the past ten years due to economic growth. These advertisements create a huge impact on the mass audience in India. For example, Tata Tea's 'Jaago re' campaign, which aimed to raise awareness about exercising the right to vote, was well received by viewers. In the business sector, we talk about individuals who need to expand with the changing times. It shows two friends sitting at a restaurant and one of them tells the other friend to take a look at the gay couple sitting at the other table. So his friend takes a rolled up newspaper, pats him on the head and continues eating lunch. A punchline then emerges saying “it’s time to open our minds”. The above few advertisements create awareness among literate and illiterate citizens of India. Literature Review A literature review can be interpreted as a review of an abstract achievement. Different authors have presented their vision of social advertising. It will analyze the current state of social advertising. The literature will be presented in the form of theses, researchers, academic studies. Srivastava, Vibhava; Nandan, Tanuj (January-March 2010) states that advertising plays an important role in society. It is stated that it is unethical if norms and values ​​change because of advertising. Ciochetto, L (November 2009) describes that before, print advertising dominated the industry. But today, social advertising is dominated by foreign companies and advertisements have become more Indianized and personalized. This has changed the lives of middle groups and also rural citizens. The strategy adopted has modified social and cultural changes. Srivastava, Rajesh Kumar (2010) describes the effectiveness of advertising on a global scale and also states whether age, gender, education, religion. The study was carried out with 1000 respondents. It is limited to India and SARC countries. Overall, it talks about persuading people for advertising. Stelios C. Zyglidopoulos; Craig E. Carroll; Andreas Georgiadis describes the impact of media attention on a company's CSR “strengths” and “weaknesses”. Drawing on the literature on social and organizational identity and stakeholder theory, we develop and test two hypotheses regarding the influence of media attention on these aspects of CSR. We find that increased media attention is associated with an increase in CSR strengths, but not with CSR weaknesses. Anita Pansari (February 19, 2011) discovered that women are addicted in India. They are used for television advertisements. Finally, she concluded by saying that the cultural values ​​of Asian countries do not change like the”.