Year-ender 2021: ‘We aimed at bringing about a change in attitude towards vaccine hesitancy’ - Prathyusha Agarwal

We ask industry leaders for their learnings from 2021, and an outrageous prediction for the year to come

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Year-ender 2021: ‘We aimed at bringing about a change in attitude towards vaccine hesitancy’ - Prathyusha Agarwal

Campaign India is ending the year by asking industry leaders about what this year taught them and an outrageous prediction for 2022.

Here's what Prathyusha Agarwal, chief consumer and data officer, Zee Entertainment Enterprises, had to say:

Your stand-out moment or learning from 2021?

Working closely with the multi-disciplinary and multi-sector industry task forces. We did this through a volunteer group, 'ACT grants', which came together to help fight Covid-19.

Through the initiative ‘Corona ko harana hai, toh vaccine lagana hai’ (If you want to defeat corona, then you have to get the vaccine), we at Zee aimed at bringing about awareness and a change in attitude towards vaccine hesitancy. We did this by bringing the power of storytelling, stars and reach to make a difference to the country and its people.

These initiatives brought alive the transformative power of public-private partnerships, where industry bodies worked closely with the government bodies to structure solutions and mobilise resources to deliver impact at scale.

Imagine what the competence of corporate India and VC (venture capitalist) funding can do when channelised into crafting a better world.

An outrageous prediction for 2022?

The UN agenda and global governance will be overlooked by MANGA (Metaverse, Alphabet, Netflix, Google and Apple). This initiative will see funding by PE (private equity), VC funding and leadership.