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Brand stories will never go out of style: Aditi Gandhi

Aditi Gandhi, Co-founder & Business Director, ColourCraft Studio, comments on the shape of things to come for the advertising industry in India in 2017. 

As India transitions to the digital economy, the advertising world has had to evolve more rapidly than ever before to adapt to the changing landscape of technology and consumer behaviour. The internet and social media revolutions have been highly disruptive and have changed the advertising business forever. 

Mobile phones have become the new TV screens and smaller, niche agencies have risen in the past decade to meet the demand for content that is not only captivating, but also concise enough for millennial attention spans and can be delivered instantly, on-the-go. This will continue to be a trend in 2017 as data speeds go up and rates go down, and as mobile and internet penetration reaches the hinterland. And Virtual Reality will add a whole new dimension to this trend with phone companies already releasing preliminary devices. 

However, technology is only a medium at the end of the day. Brand Stories – creating unique tales about a product and captivating audiences with it – will never go out of style because no matter how advanced our civilisation gets, our obsession with stories will only grow from here. 

More and more brands are starting to position themselves as niche, with vibrant brand stories that talk to the sense of individuality that is the order of the millennial generation. Agencies that continue to create valuable and engaging brand stories while keeping an eye on changing technology will ultimately emerge as winners, and the old school method of carpet bombing advertising will die a slow and torturous death much like newspapers. If all this sounds a little too gloomy and sci-fi for you, maybe now is a good time for a change in profession.

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