2021 is the year of rebuilding fundamentals: Kishan Kumar MS, Wavemaker India

Shrugging off the disruptions of the year gone by, businesses and agencies are looking for a strong revival in 2021. Over the next few weeks, Adgully – as part of its annual TRENDING NOW endeavour – will be presenting the strategies and views of a cross-section of industry leaders as they go about reclaiming lost time and market opportunities and build for a stronger future, armed with the lessons of 2020.

“2020 was that speed-breaker on a busy expressway no one saw. No wonder everyone had to force-stop and then restart!” exclaimed Kishan Kumar MS, Chief Growth Officer & South – Head, Wavemaker India.

On a serious note, Kumar remarked that the biggest outcome of 2020 is that it changed the way we live. “As consumers, it drastically altered the way we dress, cook, eat, shop and work. As individuals, families and organisations it helped us take a closer look at life and priorities. As brand owners, it again forced us to look at the fundamentals of business, like availability, personality, and reason for existence,” he added.

He further said, “I look at 2021 through that lens. The lens of positivity amidst change. The lens of staying true to fundamentals and priorities. The lens of changed lifestyles, whether it is eating, shopping, or staying happy.”

According to Kumar, 2021 is, therefore, the year of rebuilding fundamentals. For example, digital truly as a way of life and not a media choice anymore. Honesty in communication not as a mere differentiator, but as part of the core personality – whether you are a brand or a boss. Fear of failure hopefully to be replaced with the hunger to experiment and learn. He hoped that there will be a better balance of the left and the right brain.

“2021 is also a great year to bounce back for media and entertainment as an industry. It is a year that has IPL, World Cup, Euro, Olympics, and elections. It will have a lot of movies across screens. Indian languages will hopefully be at the center of story-telling and media choices. I hope there will be crazier ideas, more innovation, and more excitement,” he added.


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