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Guest column: Communication trends in 2021 that will shape the industry
MUMBAI: The eventful 2020 has finally come to a close. The last year has been unlike any other where the entire human race has endured great hardships and has come out stronger and more resilient. As we enter 2021, the media fraternity finds itself at a notable turning point – politically, economically, technologically and socially, with a steep rise in the reliance on digital media. In the coming year, there is going to be an increased shift in how media functions and is consumed. Analysing media performance is also going to be a major factor where the efficiency of the media is going to be measured and analysed.
Brands are going to further scrutinise their marketing spends so it is important that communication service providers follow the trends and stay up to date to provide the best value addition to their clients.
Here are a few highlights that brands and marketers need to keep in mind while drafting communication strategy for 2021:
1. Creative context will remain the prime focus
In a quest for discrepancy in increasingly cluttered media environments, advertisers and agencies will accelerate their adoption of the latest media channels and formats. Content creators will need to focus their efforts on the platforms that provide best value for them, rather than trying to tailor content to every platform. Videos are going to be the next big thing and there is going to be an increased engagement and reach in Digital Video sharing platforms like YouTube. Brands will seek to enliven their online video campaigns by integrating relevant influencers and the interactivity and engagement of hashtag challenges.
2. Imbued Analytics
As media and marketing experts adapt cost effective strategies so as to deliver impactful results, it is predicted to have a significant rise in use of analytics among the media industry. Ensuring your brand gets top-of-mind recall in the short-term, while consolidating core brand equity, will become a key to a balanced strategy. Sponsorship, events and CSR activities that generate earned media to reach consumers will play a major role. Better creative will break through, engage and persuade consumers and drive greater ROI. Analytics that help in optimising the quality of the content going live will thus be of utmost importance.
3. Data customization
The role of big data in consumer behaviour and corresponding response to brand engagement, will play a major role in helping media professionals to customise messaging and drive impactful engagement. In today’s time, clients want to understand their investments in all kinds of statistical formats. It is to improve data access and analytics to enhance functioning.
4. Understanding consumer behaviour
Though viewing trends of the audiences have slowly started returning to pre-Covid levels, there remains an overlap between different content platforms, with the digital platforms making the most of the market share. To ensure optimum utilisation of media planning and buying, content providers and platforms need to work together in response to the changing consumer behaviour.
Modern consumers, who are not only more receptive to engagement but also more aware and conscious of their choices, now seek a humane approach from brands. Apart from social, ethical and environmentally responsible brand perception, connecting with the emotional harmony of the consumer has become vital than ever, to drive strong marketing campaigns. One needs to remember that relatable and tailored content is often the most effective in grabbing attention and making an impact. In order to avoid being overlooked by the public, brands and marketers need to make a personal connection with your audience. Connecting emotionally with your audiences will have them hooked. Hence, these are some of the key trends which will help shape the 2021 for the PR industry.
(The author is co-founder, Scenic Communication. Indiantelevision.com may not subscribe to her views.)
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Preganews launches postpartum awareness film for Women’s Day
Campaign encourages open conversations on emotional challenges faced by new mothers.
MUMBAI: Preganews just gave postpartum the spotlight it deserves because when motherhood’s toughest chapter stays silent, even the pregnancy test wants to start the conversation. Preganews, India’s leading pregnancy detection brand from Mankind Pharma, has unveiled a sensitive new digital film ahead of International Women’s Day to spark open dialogue around postpartum experiences, one of the most emotionally and physically demanding phases in a woman’s life that often goes unspoken.
The film highlights how postpartum struggles are frequently normalised in everyday conversations, with new mothers expected to quietly accept exhaustion, emotional volatility and discomfort as “part of the journey.” Through authentic, relatable storytelling, it aims to create a more supportive environment where women feel safe sharing their realities without fear of judgment.
In India, nearly one in five mothers experiences postpartum depression, yet stigma and misunderstanding often keep them from seeking help. The campaign reflects PregaNews’ expanding commitment to supporting women beyond pregnancy detection, recognising motherhood as a full journey that includes emotional wellbeing alongside physical health.
Mankind Pharma vice president and head of sales and marketing for consumer division Joy Chatterjee said, “At Preganews, we believe that supporting women goes beyond pregnancy detection. Motherhood is a deeply personal journey, and every woman deserves understanding and empathy during this transformative phase. Through this campaign, we hope to encourage meaningful conversations around postpartum experiences and help create an environment where women feel heard, supported and reassured.”
The film was conceptualised and produced by Shweta Bhuchar (co-founder & producer) and Gaurav Bhardwaj (co-founder & director) at SG Dream Media, with a deliberate focus on portraying the quiet, often unarticulated realities many new mothers face.
This Women’s Day, Preganews isn’t just marking a date on the calendar, it’s gently reminding us that the real test after two pink lines is the courage to say “I’m not okay,” and the compassion to listen when someone finally does.
