2024: When tech innovation and emotional resonance drove advertising

As we conclude another year, it is essential to reflect on the key developments, challenges, and achievements that have shaped different sectors throughout the past 12 months. The year 2024 has been marked by dynamic shifts, rapid innovation, and the continued adaptation to both external factors and emerging trends.

Adgully’s annual feature – REWIND – revisits different sectors and identifies the key developments as well gauges the long-term impacts of those developments. We speak to a cross-section of industry leaders to bring a 360-degree view of the industry landscape, the growth trends, financial performance, disruptions, innovations, challenges and more.

In a candid interaction with Adgully for Rewind 2024, Himanshu Arora, Co-Founder, Social Panga, delves into the transformative year that 2024 has been for the advertising and marketing industry. Highlighting the convergence of technological advancements like AI and emotionally resonant creative campaigns, Arora shares insights into the evolving industry dynamics, Social Panga’s strategic growth through international expansion, and the brand’s steadfast commitment to delivering impactful, solutions-driven marketing for clients across diverse sectors.

Overview of the Ad Industry and economy in 2024

This year has been a fascinating blend of technological innovation and emotional resonance in advertising. While AI has been the buzzword driving conversations, the most impactful campaigns across industries have been those that deeply connect with human emotions.

The industry is experiencing a paradigm shift – creative work that evokes empathy and sentiment continues to shine, while routine, mechanical tasks are increasingly powered by AI-driven solutions.

From an economic perspective, India remains one of the fastest-growing economies globally, with GDP growth projected between 6% and 7%. Consumer sentiment remains optimistic, laying the foundation for sustained growth in the long term.

Sectoral performance

At Social Panga, we are industry-agnostic, partnering with brands across diverse categories such as q-commerce, healthcare, FMCG, tech, fashion, and more. Here’s a quick snapshot of some key trends shaping few of these industries:

Fashion:

Fast fashion continues to dominate, with brands like Zudio and Snitch leading the way. Gen Z and millennials thrive on instant trends, fueled by social media interactions. Platforms like Instagram and TikTok are driving engagement and shaping fashion choices.

Healthcare:

The shift away from fear-based marketing is vital. Today, healthcare brands need to focus on adding value to people’s lives, with content that informs, educates, and inspires. Whether it’s long-form videos on YouTube or short, reels on Instagram, the goal is to connect meaningfully with audiences.

Social Panga’s performance in 2024

2024 has been a defining year for Social Panga. Our integration with LS Digital has set the stage for higher growth trajectory, both in terms of value creation and geographic expansion. This year saw us establish operations in Dubai, while solidifying our presence in Bengaluru, Mumbai, and Delhi, all while maintaining our solutions-driven approach. We are doubling down on providing comprehensive solutions across digital communication, production, branding, media, and influencer marketing.

Global expansion is on the horizon, with a clear emphasis on tapping into international markets. Whether it’s harnessing AI-driven innovations or building on our strengths, our vision is to lead the charge in the marketing space, creating meaningful growth for our clients and ourselves.

Also Read: Experiential travel, bleisure tourism shaped travel ecosystem in 2024