Back on track after a tough year, Infectious Advertising to boost digital and content capabilities in 2021

After a tough phase during the initial months of the lockdown when a couple of its clients had suspended their advertising, eight-year-old independent, full-service agency Infectious Advertising is on its course to meet its targets for 2020.

In 2021, the agency’s plan is to strengthen its digital and content capabilities, said Nisha Singhania and Ramanuj Shastry, Co-founders of Infectious Advertising.

Singhania said business recovery has been good since unlock and the agency is now back on track.

Recently, the agency bagged the digital advertising mandate of MyGenie, a newly launched product from ITPeopleNetwork LLC, based in Illinois, Chicago.

The Co-founders are gung ho about FY 2021. Offering new services to existing and new clients will give Infectious organic growth in the upcoming year, they feel.

In December, Infectious has been appointed as the creative agency for Tata Capital.

The agency plans to announce some of its new acquisitions and hiring by January 2021.

According to Shastry, the future lies is the collaboration of creative and tech and one needs to embrace and invest in it.

Singhania said more than ever before, clients these days need partners that offer solutions to help grow their business. Infectious tells its clients to stay 'relevant' to consumers and focus on 'what people care about'.

Shastry says consumers today are both aware and vocal and hence it is important for brands to be honest and deliver on their promises.

Speaking on the key learnings during the pandemic, Singhania said, “You don’t need a physical office to create great work. Talent can be hired from anywhere as geography is history. With remote working, there is an even higher need to stay connected.”

Shastry said mobile is clearly going to be the medium of the future. The A&M Industry must learn to make engaging content that is mobile-friendly (and made to specs). “Irrespective of the medium, storytelling will always rule and the content will always be king.”

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