Positive Macroeconomic Indicators Energise Indian Marketing Sector: Ipshita Chowdhury
Several positive macroeconomic indicators are coming together to inject an adrenalin rush into the Indian marketing sector. “With the ICC Men’s World Cup, state elections, culminating into general elections of 2024 and finally the Olympics, there is much happening to keep the sector buoyant,” says Chowdhury.
This is also a reason why she believes that as digital domains continue to become mainstream, the likes of TV and print will not suffer much, playing vital roles. Chowdhury expects digital’s ascendancy to persist, with TV retaining its significance for mass-scale brand building. She says, “Even digital-first businesses have realised the power of TV and have not shied away from running their campaigns on this medium".
Making Tech Work
On the impact of artificial intelligence (AI) on marketing, Chowdhury explains that the marketer’s role will become more significant in the AI age. While technology facilitates access and content creation, marketers must ensure authenticity and consistency in brand messaging.
Data regulations are also evolving, making precision marketing a reality. Chowdhury cautions on the need for responsible data usage, balancing marketing ease with accountability to create relevant consumer experiences. She adds, “We, as marketers and agencies, will need to become more responsible in how we create and execute our campaigns.”
In the larger industry context, she encourages viewing marketing as driving the growth paradigm by delivering consumer-centric campaigns that focus on business metrics.
