HMD’s Tathagat Jena decodes ‘Digital Detox’, a key buzzword for 2025

As the digital landscape continues to evolve at a breakneck pace, mobile devices have become the cornerstone of consumer interactions. Formerly HMD Global, Human Mobile Devices (HMD) is a Finnish mobile phone manufacturer with exclusive rights to the Nokia brand. In January 2024, HMD rebranded to ‘Human Mobile Devices’, signaling a new era for its future products.

In this exclusive interview with Adgully, Tathagat Jena, Head of Online Sales and Marketing for India APAC at HMD, speaks about the evolving mobile marketing landscape, the role of AI, the importance of first-party data, the rising focus on digital well-being, and more.

As we look ahead to 2025, what would be the three buzzwords that will define the year for you?

That’s a tough one. We’re still wrapping up 2024! But if I had to say something, I think one word that will continue to dominate is AI—particularly Generative AI. It’s no longer just a buzzword; it’s transforming industries, including marketing and sales. We are learning to live with it, using AI to make sense of massive amounts of data and accelerate processes. But at the same time, we must retain our originality and human thinking.

Another buzzword that’s picking up is Digital Detox. People are becoming increasingly conscious of their screen time and are recognizing the need for balance. It’s no longer just a trend—it’s something that will have a more significant impact in 2025 as people start prioritizing mental health and well-being over constant connectivity.

As for the third buzzword, I can’t think of one right now, but AI and Digital Detox are definitely the ones I’m most focused on.

Digital Detox is an interesting addition. It’s true that we hear more about it nowadays. Can you expand more on this?

Absolutely! As screen time increases, so does the pressure on mental health. People are more conscious about how much time they spend online, especially with the rise of social media and digital platforms. As businesses, we need to recognize this shift and cater to it. Products that help manage or reduce screen time, or encourage healthier tech usage, will be essential in the future. It's about creating a balance between innovation and the well-being of users.

You also touched on first-party data. How do you see the role of first-party data in marketing going forward, especially with recent challenges around privacy?

First-party data is definitely a game-changer for marketers, but there’s a fine line between personalization and being too intrusive. It’s exciting to have access to this data, but it’s important to use it responsibly. I think marketers need to exercise restraint in how they communicate with consumers—overdoing it can make the experience feel “creepy.” It’s all about building trust and ensuring that consumers don’t feel like their every move is being tracked.

I like to compare it to the old Kirana shop owner, who knew every customer personally—except now we’re doing this at a much larger scale. Ultimately, we’re dealing with human beings, and we need to make sure that data use doesn’t overshadow the human aspect of our interactions.

You also mentioned Instagram’s recent feature to reset its algorithm, allowing users to discover new content. Do you think this shift in social media platforms is something that will impact marketing strategies?

I think it’s a step in the right direction. The constant loop of showing the same kind of content can become monotonous for users. Instagram’s new feature to reset the algorithm and give users a fresh start is refreshing. It allows consumers to rediscover content that they might not have encountered otherwise. This could encourage brands to rethink their strategies and focus on creating diverse, engaging content rather than relying too heavily on algorithms to predict consumer behaviour.

What is your take on the increasing move towards data-driven marketing?

It is important to show restraint when using first-party data. While it's tempting to bombard consumers with personalized ads, we need to remember that over-personalization can be off-putting. There was also a great discussion around scaling first-party data use responsibly. We’re still figuring out the best way to use it, but the goal is always to balance data-driven marketing with maintaining a positive user experience.

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