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Speaking about 2024 trends in Creative Agencies Aalap Desai, Co-Founder and CCO, tgthr, said, “One of the most interesting developments of 2024 was the even bigger rise of influencers, particularly Ganji Chudail. A lot of it is cringe, and that’s the entertaining part of it. It manages to grab the attention it deserves, and that’s a big deal on social media. That was fascinating to observe.” The increasing prominence of influencers, particularly those with unconventional or controversial personas, marked a key shift in the digital space. Their content, often perceived as cringeworthy, gained significant attention and engagement, demonstrating the evolving nature of audience preferences on social media.
Elaborating on trends for 2025, he said, “Some people consider campaigns like Yes Madam, Zomato’s job offer, and Poonam Pandey to be successful. However, I believe they miss the bigger picture. These campaigns often leverage anxiety and vulnerability to generate virality. I’m concerned that we may see more of this approach in 2025.” Aalap expressed concern about the growing prevalence of campaigns that rely on emotional manipulation for viral success. While these campaigns may achieve significant reach, he warns that they exploit emotional vulnerabilities, raising important ethical considerations about their impact on audiences and the broader marketing industry.
