In 2019, political advertising saw sharp campaigns: Prasoon Joshi

Joshi, CEO and CCO, McCann Worldgroup India, & Chairman, McCann Worldgroup Asia Pacific, shares with exchange4media advertising trends that fuelled 2019

e4m by Misbaah Mansuri
Updated: Dec 31, 2019 8:18 AM

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Prasoon Joshi

When we look back at 2019, we see a year when advertising got decidedly meta, when creative effectiveness was questioned, along with toxic masculinity, and when – of course – there was plenty of brand purpose. Looking back at the year in advertising, Prasoon Joshi, CEO and CCO, McCann Worldgroup India, and Chairman, McCann Worldgroup Asia Pacific, shared with exchange4media advertising trends that fuelled 2019 and some that will continue dominating the space.

According to Joshi, 2019 domestically was an interesting year. The adman, who has been one of the minds behind the high decibel advertising campaigns that played a significant role in fetching victory for the BJP, said: “Political advertising saw some extremely sharp campaigns and counter campaigns.”

“The organic content that is being created is also fantastic in parts,” he added.

Barely a year old, yet reportedly registering more than a billion downloads, short-form mobile video app TikTok didn’t need to work too hard to convince brands to work with it to reach its users. With more established social networks like Facebook and YouTube under increasing scrutiny, TikTok’s rising cultural cachet seemed palpable—and seemingly irresistible to marketers in 2019. “The presence of non-urban India too on platforms like TikTok seems to have grown significantly,” Joshi observed.

Did purposeful advertising see a revamp in 2019? Weighing in on the same, Joshi opined, “I sensed that brands explored the brand purpose and its links to the society at large more deeply. This reflected in the works created and communicated - Seedtherise by Mahindra, Educate Girl Child by Nestle and Banega Swachh by Detto/RB being some of them.”

Furthermore, chatbot technology is being utilized by many brands in their marketing efforts. Along with the rise of social media, influencer marketing has also taken huge leaps in terms of popularity. On the same, Joshi said: “AI chatbots and VR influencer marketing are terms key to our industry as it accelerates on the digital pathway.”

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