Himanshu Arya, Founder and CEO – Grapes Digital, the independent integrated communications agency, shares how Grapes Digital opened 2020 on a shining note, but then like most, had to grapple with the tough initial months of the lockdown. Eventually, despite the hardships, 2020, says Himanshu, has turned out to be a boon for the digital industry and will be regarded as the most eventful year for media, marketing and advertising.
This day last year, all were excited and joyful as we welcomed a new decade in history. We were unaware of the challenges and strain the year 2020 will bring with itself, it has been a roller coaster journey for all. The year started on a shining note but very soon the COVID-19 pandemic knocked at our doors and tables completely turned.
We were latched inside our houses surrounded by a pool of problems like anxiety, job loss, salary cuts, revenue decline, and whatnot. Soon months passed on and we began to see back-to-back challenges that emerged in the form of a stringent lockdown, economic slowdown, and a muted festive season.
We all are grappling through the tough times, and many sectors are pushing to emerge the stronger. A lot of companies have sailed through the times, and many are still facing the burden to cope with the circumstances. With more than nine months passed on since the pandemic hit us, everyone is hoping that the new year help us forget the rather miserable 2020.
The pandemic has made brands realize that they can’t treat the digital medium as an alternative advertising platform. Digital has the potential to outperform traditional mediums like ‘Television’ when used sensibly: Himanshu Arya
But not everything was bad in 2020, the year has been full of learning and new lesson paved our way. It will be decoded as an eventful year for the media, marketing, and advertising industry. The current year has been a game-changer for the digital industry. The pandemic has made brands realize that they can’t treat the digital medium as an alternative advertising platform. Digital has the potential to outperform traditional mediums like ‘Television’ when used sensibly.
When India went into one of the toughest lockdowns, the supply chain was badly affected, ultimately hampering the revenues of the biggest brands. There was a lot of instability and uncertainty forcing brands to curtail their marketing spends. But as we have learned over the years that brands should not stay silent especially when the world needs them.
The COVID-19 created an opportunity for brands to have a conversation with their audience, and make a pure and strong relationship with them. This led brands to focus effectively on digital media through digital campaigns, films, and personalized content.
We have seen how the brands across categories, be it EdTech, Fantasy sports, FMCG, and others created dozen of campaigns, and leveraged the power of digital medium immensely in the blockbuster IPL event.
This has made us understand why and how digital is crucial for the development and growth of every brand. The coming year will see digital agencies working more closely with brands and digital ad spends will continue to grow.
However, we still have a long way to go. Despite many challenges lying in front of us, the digital industry is ready to take on a new year and a new decade. Digital will continue to rise and become India’s most preferred medium in terms of brand investments.
With the strong stride of digital platforms attracting brands, consumers, advertisers, and content players alike, 2021 may witness a plethora of trends changing the phase of the media industry: Himanshu Arya
With the strong stride of digital platforms attracting brands, consumers, advertisers, and content players alike, 2021 may witness a plethora of trends changing the phase of the media industry. With 2020 behind us brands should look at digital platforms as a prominent medium for monetization.
And before I sign off, my only wish is that the New Year brings new opportunities for us. I hope all of us can go back to our offices. Friends, families, and colleagues can meet and hug one and other like in the earlier times without the fear of being infected by Covid.
So, going by our memories, this year may have been the toughest, but we have learnt a lot – personally and professionally one hopes 2021 brings positivity back and gives strength to all.
