Iconography of three Recent Advertisements of Indian FMCG Products: An Empirical Study among Management Students in Kolkata

Author(s)	Mr. Anis Chattopadhyay, Prof. Dr. Sujit Mukherjee
Country	India
Abstract	Iconography plays a crucial role in shaping consumer perception and brand recall, particularly in the Indian Fast-Moving Consumer Goods (FMCG) sector where cultural symbols, emotions, and narratives are extensively used. This paper examines the role of iconography in recent Indian FMCG advertisements and its influence on young, management-educated consumers. The study is based on primary data collected from 50 management students in Kolkata using a structured questionnaire. Findings reveal that culturally resonant icons significantly enhance brand recall, emotional engagement, and perceived authenticity of FMCG brands.
Keywords	Iconography, FMCG advertising, Indian advertisements, cultural symbols, brand perception.
Published In	Volume 8, Issue 2, March-April 2026
Published On	2026-03-11
DOI	https://doi.org/10.36948/ijfmr.2026.v08i02.71194

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