Rewind 2021: Digital adoption will impact what advtg looks like: Sumanto Chattopadhyay

With a year almost drawing to a close, it’s time to recap the major developments across the industry. As in the previous years, Adgully reviews the year 2021 for M&E, Advertising, Digital, Marketing, PR & Communications along with leading names in the industry.

As opposed to the severe disruptions brought about by the global COVID-19 pandemic in 2020, the year 2021 was more about resilience and rebuilding. The tone has been more optimistic as the massive vaccination drive brought some much needed succour.

In this conversation, Sumanto Chattopadhyay, Chairman & Chief Creative Officer, 82.5 Communications, shares his views on how 2021 has been for Indian advertising as well as what to expect in 2022.

Could you give us a 360-degree view of the major developments and trends in the Indian advertising industry during 2021? According to you, overall, how has the industry performed this year?

The year began with optimism, but the second wave put paid to that.  However, the second half of the year has been a different animal – with the festive season and cricket raising advertising spends to pre-pandemic levels and perhaps beyond. The year-end omicron scare has been a bit of dampener, but hopefully we will get past it to rise and shine in 2022.

Any campaign that was disruptive and was noticed?

Cadbury’s advertising stood out in 2021. The Diwali ad used technology to get SRK to be a brand ambassador for local businesses. This was the second year in a row that the brand created this kind of do-good advertising that helped not only its own brand, but also local businesses that struggled in the pandemic.

And then there was the recreation of the iconic 1994 Cadbury’s Dairy Milk with the ‘role reversal’. This nostalgia with a contemporary twist was a coup that further endeared the brand to the public.

Outlook for 2022 will it be a cautious approach? What new trends can be expected?

We know that 2020-21 tremendously accelerated the rate of digital adoption. This trend will continue in 2022 – and impact what advertising looks like.

Despite the transformation in digital technology, in terms of the ways of living and working, people will push to go back to the old normal in 2022. My hope is that we do not forget the lessons of the past two years and follow a new hybrid approach that combines the best of both worlds.