The 12 months began with Donald Trump being sworn in as president of the United States and ended with the wedding of Virat Kohli and Anushka Sharma (with masses else taking place in between).
So, how did 2017 fare? Who were the winners and losers?
According to the Chinese calendar, it used to be the 12 months of the rooster. Which rings true because the folks/brands that made information were those who also made the loudest noise - despite the fact that it used to be no longer probably the most pleasant to the ears.
2017 used to be the 12 months when India in point of fact turned into a virtual democracy. As the virtual footprint unfold outwards, the loads learnt to pay cash via their Paytm accounts. It used to be the 12 months when we received Facebook requests and motivational WhatsApp messages from our electricians, plumbers and drivers, as they found out the joys of becoming a member of the virtual world. But it used to be also the 12 months when being attached got a new which means for Indians — attached no longer by means of the web but to Aadhaar.
At the similar time, trolling turned into a countrywide passion, attaining epidemic proportions. We trolled our legislators, our reporters, our celebrities, our brands — we trolled everybody who may well be trolled.
Attention, already divided between a couple of displays (TV, telephone, PC) were given further splintered into the 5 windows of Facebook, WhatsApp, Instagram, Twitter and SMS, as brands struggled to gatecrash the attention of consumers. And while smartphones took away consideration, they also turned into a platform for purchasers keen to name out and transmit the misdemeanours of brands. And a lot of brands realised it wasn't conceivable to dodge the scrutiny.
With the whole lot being hashtagged, hashtags were rapid shedding their relevance. But there were two notable exceptions, occasions once they created a large affect: #MeToo and #NotInMyName raised necessary problems in techniques we had never observed prior to.
New brands were born while some realigned themselves. Nitish Kumar underwent the fastest and smoothest rebranding, from the champion of secular forces arraigned in opposition to BJP to an anti-corruption ally of Modi. Rahul Gandhi also had a brand makeover, relaunching himself in Berkeley, California, prior to descending on Gujarat to unleash Rahul 2.0. This Rahul used to be aggressive and funny, and challenged Brand Modi head on.
Brand Kejriwal went quiet, shedding beneath the radar this 12 months. The Delhi CM rebuilt his brand by focusing on insurance policies relatively than mass media campaigns. Brand Modi stayed strong all through but got here under power in the wake of the shocks brought on by GST and demonetisation. The Gujarat elections proved this brand's sternest test, which he handed but no longer with out a combat, indicating more difficult challenges ahead in 2018.
In 2017, we found out our own 'royal couple' in Virat and Anushka. From Italy to Delhi to Mumbai, we obsessed about their marriage ceremony. On the sphere, Brand Virat used to be unstoppable, going from energy to energy and threatening comparisons with the great Sachin much previous than any individual expected. And Indian recreation found a new megastar in P V Sindhu, who were given the simpler of the sector's superb.
Brand India did smartly the world over with Moody's upgrading its credit rating (after 13 years) from Baa3 to Baa2, while the 'ease of doing business' ranking jumped to a best-ever of 100. Closer house, alternatively, brands NCR and Gurgaon suffered closely as air pollution ranges made world headlines.
The coming 12 months guarantees extra motion - from Kohli, who faces the test of in a foreign country pitches, to Modi, who prepares for 2019, and Rahul, who starts his innings as Congress president in earnest. Here's wishing all of you a 12 months filled with liberty, privateness, equality and solidarity.
(The views expressed are non-public)
(Author is Jitender Dabas who's the executive strategy officer, McCann World Group)
So, how did 2017 fare? Who were the winners and losers?
According to the Chinese calendar, it used to be the 12 months of the rooster. Which rings true because the folks/brands that made information were those who also made the loudest noise - despite the fact that it used to be no longer probably the most pleasant to the ears.
2017 used to be the 12 months when India in point of fact turned into a virtual democracy. As the virtual footprint unfold outwards, the loads learnt to pay cash via their Paytm accounts. It used to be the 12 months when we received Facebook requests and motivational WhatsApp messages from our electricians, plumbers and drivers, as they found out the joys of becoming a member of the virtual world. But it used to be also the 12 months when being attached got a new which means for Indians — attached no longer by means of the web but to Aadhaar.
At the similar time, trolling turned into a countrywide passion, attaining epidemic proportions. We trolled our legislators, our reporters, our celebrities, our brands — we trolled everybody who may well be trolled.
Attention, already divided between a couple of displays (TV, telephone, PC) were given further splintered into the 5 windows of Facebook, WhatsApp, Instagram, Twitter and SMS, as brands struggled to gatecrash the attention of consumers. And while smartphones took away consideration, they also turned into a platform for purchasers keen to name out and transmit the misdemeanours of brands. And a lot of brands realised it wasn't conceivable to dodge the scrutiny.
With the whole lot being hashtagged, hashtags were rapid shedding their relevance. But there were two notable exceptions, occasions once they created a large affect: #MeToo and #NotInMyName raised necessary problems in techniques we had never observed prior to.
New brands were born while some realigned themselves. Nitish Kumar underwent the fastest and smoothest rebranding, from the champion of secular forces arraigned in opposition to BJP to an anti-corruption ally of Modi. Rahul Gandhi also had a brand makeover, relaunching himself in Berkeley, California, prior to descending on Gujarat to unleash Rahul 2.0. This Rahul used to be aggressive and funny, and challenged Brand Modi head on.
Brand Kejriwal went quiet, shedding beneath the radar this 12 months. The Delhi CM rebuilt his brand by focusing on insurance policies relatively than mass media campaigns. Brand Modi stayed strong all through but got here under power in the wake of the shocks brought on by GST and demonetisation. The Gujarat elections proved this brand's sternest test, which he handed but no longer with out a combat, indicating more difficult challenges ahead in 2018.
In 2017, we found out our own 'royal couple' in Virat and Anushka. From Italy to Delhi to Mumbai, we obsessed about their marriage ceremony. On the sphere, Brand Virat used to be unstoppable, going from energy to energy and threatening comparisons with the great Sachin much previous than any individual expected. And Indian recreation found a new megastar in P V Sindhu, who were given the simpler of the sector's superb.
Brand India did smartly the world over with Moody's upgrading its credit rating (after 13 years) from Baa3 to Baa2, while the 'ease of doing business' ranking jumped to a best-ever of 100. Closer house, alternatively, brands NCR and Gurgaon suffered closely as air pollution ranges made world headlines.
The coming 12 months guarantees extra motion - from Kohli, who faces the test of in a foreign country pitches, to Modi, who prepares for 2019, and Rahul, who starts his innings as Congress president in earnest. Here's wishing all of you a 12 months filled with liberty, privateness, equality and solidarity.
(The views expressed are non-public)
(Author is Jitender Dabas who's the executive strategy officer, McCann World Group)
2017: A year when India graduated into a true digital democracy
![2017: A year when India graduated into a true digital democracy]()
Reviewed by Kailash
on
January 01, 2018
Rating:
