Revival & Survival: We are and will be in Beta mode - Nisha Singhania

Prepared or not, India has to gear up for an exit strategy for the lockdown period. It is definitely a changed world that India is entering now, and we will have to learn to live with the Coronavirus in our midst.

A lot has been written, debated and discussed over how much the economy and business operations have been hit. We, at Adgully, aim to look at the revival story. What does it take to jumpstart an economy? That is the great narrative that we are following up as part of our ‘Revival and Survival’ series.

Accepting and loving the new normal is Infectious Advertising Co-founder & Director Nisha Singhania’s mantra for business recovery. She feels that new normal looks like a very efficient way of working.

What does the new normal look like? How much has the COVID-19 crisis disrupted business operations?

The new normal looks like a very efficient way of working. It’s a pity we needed a COVID-19 to adopt these measures. #WorkFromHome, video meetings, lesser travel are all a far better system which we need to integrate going forward. Helps us save on money and more importantly…time.

Infectious moved to working from home a week before the lockdown was announced, so for us it really hasn’t disrupted business operations. Work stations at home and data cards were organised for everyone so that work could continue as usual and our clients businesses wouldn’t suffer.

What should be the blueprint for a post-COVID-19 economy?

This is a year in which costs need to be managed efficiently. One needs to look for innovative solutions. This is the time for us to completely reinvent the way we work. For advertising agencies, we need to solve real problems for clients and our work needs to be far more result oriented.

What are the 5 key measures needed to ensure a speedy business revival for the Advertising and Media industry?

Adapt or Perish – We need to get out of our comfort zones and learn to live in the new normal

Positive Outlook – See this as an opportunity, rather than a problem

Technology – will be key in the way we work going forward

Scope/ work based revenue rather than time based

People before profits – because profits are short term, but how you treat people will define your culture in the long run

How are you strategising for the remaining quarters of this Financial Year 2021?

We are and will be in Beta mode – since there is no past learning for any of us to refer or benchmark to, we will have to take each day as it comes.

How do you see businesses and the Government working together to undo the lockdown disruption and address the market uncertainties?

The Government is already trying to boost the Indian businesses by #VocalForLocal and the relief measures they have given. They will need to further add to the benefits so that businesses are given their due time to recover.

How do you visualise the economy and your sector a year later? How much would it have recovered by then?

The recovery will not be easy and will take time, however it all depends on how quickly the industry accepts and loves the new normal.


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