Three Trends to Look For in 2024: Snehasis Bose – L&K Saatchi & Saatchi

We ask industry leaders to give us their take on what’s to come in the year ahead and reflect on the year that’s passed.

As the great Prince once sang, “I have seen the future, and it will be.”

With the New Year just passed, and another trip around the sun completed, it’s that time once again to take a peek into the future and offer up what we think it will be.

As part of an annual series, we asked industry leaders what they see coming in the year ahead while also looking at the year just passed.


 

Next up is Snehasis Bose, Chief Strategy Officer at L&K Saatchi & Saatchi in Mumbai, with a look ahead, a look back, and a scoop on the fate of his New Year’s resolution for 2023.

Looking Ahead

What are three trends to look for in the coming year?

1. Hyper-personalization at scale

I am finally looking forward to celebrating the demise of the one-size-fits-all communication trope! With all the data that I consent to give to the world, the least marketers can do is use it to talk to ‘me’.


 

Seamlessly integrate Big Data, advanced analytics, and all the generative AI and personalize marketing campaigns for me. Curate all interactions with meticulous precision to deepen my emotional connection with them.

2. Revival of the brightness of the future

After a year of dystopian headlines, we’re seeing a return of the belief that we, in times to come, will go to a better place, and not to a worse version of our world, where everyone has canceled everyone else out!

Technology will enable so much more than augmented reality companionship or deep fakes – a future where we celebrate the quest for small, simple moments of joy and work really hard to find fulfillment through calm and camaraderie.

“I am finally looking forward to celebrating the demise of the one-size-fits-all communication trope! With all the data that I consent to give to the world, the least marketers can do is use it to talk to ‘me’.”

3.  Masculinity will live to see a new day

Media and marketers will take responsibility for decades of stereotyping men as leaders, businessmen, and providers and evolve to more progressive portrayals of masculinity.

In India, we’ll see a move from the ‘macho’ man to the ‘multifaceted’ man, measured by his contribution to his community or his ability to share vulnerability or simply be kind and yet be ‘successful’!

Looking Back

Your favourite trend of 2023

The growing awareness and conversations around mental health: a ‘trend’ that birthed in COVID-19 times is now becoming mainstream. Responding with openness and acceptance, rising above definitions like ‘stupid’, ‘crazy’ or ‘weak’.

Though the therapist-to-patient ratio is still in dire need of fixing, the increase in awareness helps the common person better understand what he/she is going through and pinpoint better who to ask for support.

Your favourite campaign of 2023?

This campaign is built on an age-old advertising technique of ‘six degrees of separation’, interpreted beautifully in the context of how The New York Times helps us make unexpected connections. It takes its journalistic range and ties it with the unlimitedness of human curiosity in a form that plays with typography, editing and motion design.

Yet another hat-tip campaign by Droga5 NY.

What was your 2023 New Year’s Resolution and did you keep it?

Running. Consistently. Didn’t reach the 21km half marathon. But been doing slow runs in a series of 10Ks that I am very chuffed about!


Check out our Three Trends series here.

 

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