Campaign India's December series where industry leaders talk about a surprising moment from 2018 and an expectation from 2019.
Here's what Atika Malik, COO, Cheil WW India, had to say.
A surprising moment from 2018
The very rapid growth in consumer trust and loyalty for very young digitally native brands across diverse categories. From education and medicines to travel and news, consumer journeys have stopped following predictable paths.
A prediction for 2019
There will continue to be a growing impact of the "Community Effect" on brands and categories. Where consumers behaviour and choice will increasingly be Influenced by the community of people that interact with the brand. These can be users, influencers, critics, reviewers, content consumers, bloggers, the list is endless. The voice of the brand will just be one of the many.