Paper Contents
Abstract
The economic liberalization of 1991 marked a watershed moment in Indias business landscape, opening domestic markets to global competition and transforming the dynamics of marketing and revenue generation. In this new environment, firms were compelled to adopt structured marketing communication strategies to attract and retain consumers whose choices were expanding rapidly. The AIDA modelAttention, Interest, Desire, and Actionemerged as a particularly influential framework in guiding businesses to design campaigns that not only reached potential buyers but also converted awareness into measurable sales outcomes. This paper critically examines the role of the AIDA model in driving revenue growth in India during the post-1991 period of liberalization, privatization, and globalization. Using secondary data from industry reports, case studies, and published literature, the study analyzes how organizations across sectors such as FMCG, retail, banking, and telecommunications applied AIDA principles to enhance consumer engagement. Findings suggest that the model proved effective in structuring persuasive communication, particularly in competitive markets where consumer attention was fragmented. Furthermore, the adoption of mass media, and later digital platforms, allowed businesses to leverage the AIDA stages more efficiently, resulting in increased revenues and brand loyalty. However, the study also highlights certain limitations of the model, particularly in the context of changing consumer behavior in the digital age. The analysis concludes that while AIDA has served as a foundational tool for revenue enhancement since 1991, its long-term relevance depends on adaptation to evolving technologies and consumer expectations.
Copyright
Copyright © 2025 Rahil Khandelwal. This is an open access article distributed under the Creative Commons Attribution License.
