TBWAIndia spotlights what the future of work might look like in India

TBWAIndia’s strategy team actively tracks and analyses cultural shifts in India. Their latest report titled ‘Work in progress’, offers a perspective on how a disrupted workflow has made employees and employers experiment and reinvent themselves so much that the definition of work itself is now being questioned. 

The report, co-authored by the agency’s brands strategists Shimona Mohan and Bianca Joseph, unfolds a culture where work is transitioning from a place to a state of mind, where mental and physical health are competing with quarterly targets and outcomes are valued, not processes. 

It has been said that, there are decades when nothing happens, and then there are weeks in which decades happen. Such is the reality of work today. The once monotonous 9 to 5 life is being teleported to a future where work is not where you go but what you do. Employees are looking for spaces that care, not just incentivise. Upskilled and reskilled workers are hacking career growth. Age is truly becoming just a number, as 60-year-olds are interning again, while 40-year-olds are resetting their careers.   

“We’re in the midst of a work revolution. Terming it as the ‘great resignation’ isn’t accurate or fair. The pandemic has forced people to know themselves and realize what work means to them. I feel that this will have far-fetched implications in the years to come. There are those amongst us who can’t wait to get back to the yester-normal and there are those who are making the most of these realizations. The future belongs to those who are turning work into an energetic, attractive and a liberated kind of experience, not those who see it as drudgery that one can’t escape. This report is about how we are seeing this future unfold.” adds editor of the report, Rahul Megharaj (AVP Strategic Planning, TBWAIndia) 

“What makes this report interesting is its relevance and relatability to people across industries. Our own offices have been experiencing this shift in culture, and we continue to reinvent ourselves to these changing times. The idea of work is getting democratized with employees now deciding where, how and when they work. The future of work is exciting and is a work in progress.” says Satish Krishnamurthy, Chief Strategy Officer, TBWAIndia.