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Top 4 trends in advertising for the year 2021
MUMBAI: 2020 is passing in the blink of an eye, but we are curious to see what 2021 will bring to the digital world. While there have been several memes that went on to amusingly take pot shots on the eventful year 2020, those were dark humour that really went on to portray how the year panned into appalling uncertainty. Many of these memes have actually been used by advertisers to engage with consumers. Does this go on to signify that as dream merchants, we have always made the best use of adversity, confronted challenging situations and stood as shining examples to the society? If it were not for us, the whole of India would not have connected in virtual concerts, stood in solidarity with frontline workers through our remote habitats, portrayed how complex problems might be resolved in spite of social distancing and in particular made everyone within the country conscious of the safety measures that one needed to undertake during the pandemic.
We as a community are not any strangers to disruption and turmoil. We have overcome economic pressures, political tensions and even natural disasters. With the outbreak and therefore the global spread of the pandemic resulting into an entire shut-down, mega events, gatherings and such platforms that engage with brands and consumers, advertising agencies had to rejig their strategies and work doubly hard to make things happen in shoe-string budgets and remotely placed production equipment & operational teams. The world of advertising is heavily hooked in to interpersonal and human connects, but we are rethinking the way we are operating. Some of the trends that might not just dot 2021 but a replacement era, since there'll be no going back so as to fortify the longer term of the planet in the first place. These could be listed as below:
Building partnerships with data and tech platforms:
The pandemic and the ensuing lock-downs in various phases have not just impacted the manufacturing sector & supply chain of companies but also impacted the consumer demand. Consumers have become very stringent and most of the buying patterns are seen only in essential goods. Brands have and would within the future check out lowering their offline budgets and invest in online which has become essentially the market place across sectors. That apart the digital space is also a veritable consumer touch point for news & entertainment consumption. So a digital explosion is on the cards before later.
Hyper-engagement model:
Agencies would need to offer more to its clients and create Intellectual properties on the digital platforms that would enhance the relevant consumer touch points. These would be engagement tools that will have to focus on creating long-term relationships with the sharply targeted audience groups instead of making ads and hard-sell. A case-in-point is “Tattva” – a platform that is being created as a ‘centre of excellence’ for the BFSI segment audiences; IFAs and buyers simultaneously. A property like this is often a boon to the myriad financial brand that's trying to find a market place!
B2B2C models through e-commerce solutions:
One specific surge which we'll notice as a trend is that the B2B2C models of companies with specialize in e-commerce. Agencies would need to actively work with advisors and data driven firms to make be-spoke solutions for buyers. With an eye fixed on efficiency in cost-savings, value-driven approach and gains within the short-term and sustainable growth within the mid to long-term
Focus on the experience:
Interaction and engagement on the virtual platforms would be key to everything. From brand launches to sporting events, the entire ecosystem is moving online and consumers are going to engage with the brands from the comforts of their homes. Experiences therefore and a virtual transportation to another world would be important for advertisers. Fantasy games, virtual concerts or for that matter retailing of fashion & food would all need to give the relevant experience for the consumers to buy into that experience and thereby the product.
Although one might not make certain, whether of these innovations would find out how to negate the large accumulated losses the industries faced this year but it's surely the right time for advertisers and advertising agencies to create capabilities in areas that might be primary within the new era. The agency of the future would need to be futuristic!
(The author is CEO, Hotstuff Media Group. Indiantelevision.com may not subscribe to his views.)
NEW DELHI: Hamdard Laboratories gathered a cross-section of India’s achievers in New Delhi on Friday, handing out the Hakeem Abdul Hameed Excellence Awards to figures who have left their mark across healthcare, education, sport, public service and the arts.
The ceremony, attended by minister of state for defence Sanjay Seth and senior officials from the ministry of Ayush, celebrated individuals whose work blends professional success with a sense of public purpose. It was as much a roll call of achievement as it was a reminder that influence is not measured only in profits or podiums, but in people reached and lives improved.
Among the headline awardees was Alakh Pandey, founder and chief executive of PhysicsWallah, recognised for turning affordable digital learning into a mass movement. On the sporting front, Arjuna Awardee and kabaddi player Sakshi Puniya was honoured for her contribution to the game and for pushing women’s participation onto bigger stages.
The cultural spotlight fell on veteran lyricist and poet Santosh Anand, whose songs have echoed across generations of Hindi cinema. At 97, Anand accepted the honour with characteristic humility, reflecting on a life shaped by perseverance and hope.
Healthcare honours spanned both modern and traditional systems. Manoj N. Nesari was recognised for strengthening Ayurveda’s place in national and global health frameworks. Padma shri Mohammed Abdul Waheed was honoured for his research-backed work in Unani medicine, while padma shri Mohsin Wali received recognition for his long-standing contribution to patient-centred care.
Education and social development also featured prominently. Padma shri Zahir Ishaq Kazi was honoured for decades of work in education, while former Meghalaya superintendent of Police T. C. Chacko was recognised for public service. Goonj founder Anshu Gupta received an award for his dignity-centred rural development initiatives, and the Hunar Shakti Foundation was honoured for empowering women and young girls through skill development.
The Lifetime Achievement Award went to former IAS officer Shailaja Chandra for her long career in public healthcare and governance, particularly in the traditional systems under Ayush.
Speaking at the event, Hamdard chairman Abdul Majeed said the awards were a tribute to those who combine excellence with empathy. “These awardees reflect Hakeem Sahib’s belief that healthcare, education and public service must ultimately serve humanity,” he said.
Minister Seth struck a forward-looking note, saying India’s young population gives the country a unique opportunity to become a global destination for learning, health and wellness by 2047.
The ceremony also featured the trailer launch of Unani Ki Kahaani, an upcoming documentary starring actor Jim Sarbh, set to premiere on Discovery on 11 February.
Instituted in memory of Unani scholar and educationist Hakeem Abdul Hameed, the awards have grown into a national platform that celebrates those building a more inclusive and resilient India. For one evening at least, the spotlight was not just on success, but on service with substance.
