BIG IDEAS OF THE VISUAL AGE Latest trends in television advertising The drastic change in advertising in form and content since TV has become a major contributor in the marketing scenario is of high implications. From label to surrealistic, from testimonials to supernatural, the shift is evident. Advertising in India has seen many an interesting campaigns which went viral in no time and became a key factor in deciding the lifestyles of not only the rich and famous, but the middle and even the lower class. Many gadgets, which revolutionized the life of an average Indian in the last decade, were alien to the people of yester years. The sudden change from land phone to mobile phones stands in the frontline of this change. The content and copy have undergone noticeable changes to create newer needs in the minds of the common man. Technology like infra-red, Bluetooth, GPRS and 4G are the catch words of the advertising industry though these are still alien to the laymen in its true sense and usage. The Indian advertising scenario has undergone commendable changes to cope up with the changing pace of the market especially after liberalization. It is useful to find out why India is fast adapting the changes and fluctuations in the market to accommodate the number of products and services arriving in the market to accommodate the number of products and services arriving in the market every other day. In India, Kerala has a significant role with its high literacy rates and increased buying potential. As the people of Kerala are information rich, easily digest changing trends and are ready to accept anything new in the market. The major populations of working middle class constitute the largest consumer segment here with their persistent urge to grab the lifestyles of rich and famous.