The beginning of the end of marketing gimmicks, Marketing & Advertising News, ET BrandEquity
By Sheetal Vanwari
In the ever-evolving landscape of Indian advertising, 2024 wasn’t just another chapter – it was a complete narrative reset. While industry projections paint an impressive picture with an anticipated reach of INR 2344.01 billion by 2032 at an 11% CAGR, the real story lies in how brands fundamentally had to toe the line to cater to a very reactive audience. Gone are the days of advertising being a one-way monologue. Today’s consumers aren’t just passive participants—they have a strong point of view and are quick to call out brands that don’t walk the talk.
Shock has lost its Value
Brands are realizing that shock value isn’t the way to create ‘buzz’ anymore. What matters more now is consistency, transparency, and genuine action. Consumers are no longer impressed by outrageous PR stunts like the decade-old campaign of a celebrity announcing a divorce to promote an anti-aging product. People want real, everyday conversations, consistent messaging, and actions that align with a brand’s promises. Even when it comes to brand missteps, people respect companies that admit their mistakes, apologize, and take responsibility. Whether it’s being open about using AI to create an ad, or acknowledging an error of judgement, transparency and accountability have gone from being an expectation to a demand.
The Blurring Lines Between Founders, Organizations, and Advertising
On a related note, the lines between a company’s leadership, its operations, and its advertising have blurred. Everything the leadership does reflects on the brand. If a brand claims to be sustainable, that message should resonate across every aspect of its operations, not just as a catchy Tagline. The backlash of leadership teams of sustainable brands using private jets is testament to this. Tone-deaf campaigns, like those from Yes Madam on workplace stress, can damage not just internal culture but a brand’s public image.
Humor or Cringe Binge?
Advertising will be more inclusive and lighthearted, without taking itself too seriously. People will experiment with a new kind of humor, which some might consider cringe, but the audience is here for it. Whether it’s emerging brands like Bold Care or Super Money, who bring in Gen Z-inspired humor to create something unexpected, or the controversial collaboration between Nykaa and Ganji Chudail, the goal is to get people sharing and enjoying the moment. Whether this is inspired by the popularity of funny, quirky insta influencers or the other way round is anyone’s guess.
From Metrics to Meaningful Data
The obsession with vanity metrics—like follower counts and impressions—is fading. In its place, brands are focusing on metrics that truly matter – engagement and meaningful interactions. Influencers with millions of followers may soon be overshadowed by those with smaller, more engaged audiences, whose feeds are not as hyper-curated & unrelatable. Young entrepreneurs, for example, are thriving by sharing behind-the-scenes moments on platforms like Instagram, mixing product promotion with real-life relatability.
Challenges Ahead: Client & Agency Disconnect
The only way to stay the course and consistently deliver the brand message across mediums is for brand side and agency side to become one. It’s not about having an inhouse creative team, while that may work for a lot of brands, it’s about all teams – Digital, PR, Media, Brand – being aligned on the brand purpose, business objectives and the communication. The lure of the quick buzz must give way for a more mature handling of the brand with significant investment of time and effort into creating communication that is thoughtful, diverse, and inclusive.
The Age of Authenticity is Here
While trends often come and go, 2024 is undeniably setting the stage for the age of authenticity. It’s no longer just the marketing department that needs to adapt; every part of a company—from HR to leadership—must align with this new era. Brands are operating in a world where every action is visible, and missteps can have lasting consequences. This shift isn’t just a trend; it’s the future. Marketing gimmicks are becoming a thing of the past (good riddance!). As India experiences major socio-economic changes and evolving consumer behavior, the future of marketing is set to be defined by a fresh perspective—one that values honesty over hype.
(The author is the chief marketing officer, Awfis Space Solutions.)
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