The Post-Aspirational Shift in Indian Advertising: A Multimodal Semiotic Analysis

Abstract

Post-digital Indian advertising (2024–2025) operates as a dynamic semiotic site negotiating the tension between deeply entrenched cultural traditions and rapid digital modernization. Moving away from the historic "Aspirational Gloss" of the post-liberalization era, contemporary brands are pivoting toward a paradigm of "Cultural Affirmation". This study provides a rigorous qualitative Multimodal Discourse Analysis (MDA) of high-impact campaigns across distinct market sectors to map contemporary emerging semiotic trends and subsequent shifts in consumer psychology. Synthesizing Saussurean structural semiotics with the Peircean triadic model, the paper investigates how brands execute "Subversive Traditionalism" and "Linguistic Hybridity". Furthermore, applying Kress and van Leeuwen’s visual grammar, the research decodes how high-modality features—specifically texture, tactility, and natural lighting—generate multimodal salience to build indexical trust with the emerging 'Bharat' (Tier-2/3) consumer segment. The study concludes by discussing the strategic implications of semiotic proximity and mapping the critical "AI-Semiotic Gap" in automated content generation.