Tonic Worldwide’s research division ‘GIPSI’ shares four key consumer needs of 2021 which are born out of 2020

Dec 22 2020

United in surviving the pandemic albeit separated by screens, 2020 has forced many learnings upon humanity. India saw a new digital audience and quick adoption of e-commerce, video apps and WFH culture thriving. But it also came with a lot of side effects of deprivation, slow-down, lack of social connect and much more. It is fair to say that predictions and forecasts need to underplay this season with the uncertainties that the world witnessed in 2020. With this in mind, Tonic Worldwide’s insight division GIPSI decided to decode the consumer needs of 2021 which are born out of 2020. It applied the “Deep Listening methodology” across multiple data points on the brink of a fresh year, to decipher sentiments, conversations and interests to decode the needs of 2021.

The 4 Key Needs of 2021 according to GIPSI are:

The Need to Heal from 2020
The Need to find Balance post 2020 imbalance
The Need for Good News post 2020, which was the year of bad news
The Need for Reassurance post 2020

The Need to Heal from 2020:

GIPSI observes that there is a need to heal beyond physical health- mental, financial, social and more.

In 2020 multiple factors triggered importance of ‘Mental Health’ – celebrity suicide, job losses, domestic violence etc. As a result, awareness hit its peak, with a 1021% surge in "Mental Health Quotes" searches, and 40K conversations around "Mental Health".
Further, the year also saw an increasing concern on the career forefront with nearly 3.6 Mn LinkedIn updates for #Opentowork, #Opentojobs, #Openforbusiness.
People have begun to value self-care, with a 2x increase in “guided meditation” and 147% surge in YouTube trends of "Yoga for beginners''.
Consumers are busy bonding with puppies as a means of social healing, 302% search increase in "How to train a puppy".
Many relationships were put on hold with the mounting uncertainty, leading to a 2020 phenomenon - Situationship, with over 174K posts on Instagram.

GIPSI’s implication spells - “Brands can be the vaccine for the side effects of 2020 damage. Brands, what are you healing in 2021?”

2. The Need to find Balance post 2020 imbalance

GIPSI says, Consumer sentiment to take charge and take risk to bring back the lost balance is promising.

Freshers take charge - 326% increase in searches for "how to make resume for freshers", and 187.5K conversations on Job opportunities with a positive sentiment.
The #workation trend hits India with 5K+ posts, while the debate of “Work from home or Work for home continues”.
Relationships extend beyond romantic nature, as long distance #workbuddies becomes a norm, and calls for a catch up.
Consumers interest in money matters surges once again - 2x increase in trends towards “stocks to watch today” and 4x increase in trends towards “is it a good time to invest”.
Indians find a way to make weddings grand over virtual means, with wedding meals home-delivered and streamed live.

GIPSI’s Implication spells - “Brands can help bring back the lost balance and help consumers feel more in control.”

3. The Need for Good News post 2020, which was the year of bad news.

GIPSI identifies, the deprivation of ‘good news’ in 2020, makes Good news in 2021, an essential!

With the common plea being “Go Away 2020”. The biggest good news people want to hear is over Vaccine arrival- 19.4K + conversations and 153.7K engagement, with an overall positive sentiment.
Rising interest trends towards events, festivals and shubh muhurat indicates the eager anticipation for celebration.
India in vacay mood: High intent on leisure and getaways with 11.4K conversations and 67.5K engagement on Travel 2021.
Sustainability takes center stage with a cumulative 186% search increase on Sustainability packaging and ecofriendly materials. 2021 will need some serious steps with respect to sustainability packaging.

GIPSI’s implication spells - “Brands can advance the good news and work hard to indulge the consumers in positive sentiment with Good news.”

4. The Need for Reassurance post 2020

After leaping and flitting through 2020 consumers are pandemic hungover and seeking confidence over their choices of anything to do with 'stepping out'. They're seeking reassurance in each step of their decision journey

Be it sending kids to school, going out to a mall or a restaurant, or even scrutinizing brands on purity quotient. Where a neutral sentiment of 78% looks for assurance from schools to provide safety. At the same time a booming 71% positive sentiment over malls and cafes adapting to safe personalized measures for consumers.
They're also demanding transparency and promise of purity from brands as 35.7 k + online conversation over purity test, a 700% + search of rice purity tests are on the rise.

GIPSI’s Implication spells - “Brands will need to re-build trust to regain the confidence to be re-considered. Gipsi also informs consumer reviews will play a big role”

Commenting on the report, Unmisha Bhatt, Chief Strategy Officer and Director – India & MENA region, Tonic Worldwide, says, “While the crisis has been ongoing for a while now, there has been some lead time for marketers to recalibrate and be better prepared to communicate with consumers in 2021. This Gipsi report equips marketers across categories to be the catalyst in the Consumers life by uncovering their need gaps in the given situation.”

Anjali Malthankar, National Strategy Director, Tonic Worldwide says “Unlike any new year report with speculative insights, with GIPSI 2021, we decided to get more realistic and thus discovered an unusual scenario for a new year report –consumers’ needs of 2021 are heavily impacted by the 2020 pandemic experience. Consumers are increasingly experiencing and engaging on digital, it’s only natural to say a regular deep listening can give brands an upper edge and a digital ear to the ground.”

Gipsi was launched in 2018 and is being headed and driven by Unmisha Bhatt, Chief Strategy Officer, Tonic Worldwide and Anjali Malthankar, National Strategy Director, Tonic Worldwide.

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OTT

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The historical-drama, Romulus to premiere for the first time in India only on Lionsgate Play

Witness A Revolution in The World of Entertainment, With The Launch of Biiggbang Amusement, The Short-Format OTT Platform with an aim for The Largest Content Library in The World

Owing to the pandemic, the consumers have developed a voracious appetite for OTT entertainment, being constantly on the lookout for binge-time breaks and interesting content to watch. To satiate the unceasing hunger for compelling stories, Biiggbang Amusement is here with an exciting fusion of the most in-demand trends in the world of modern entertainment – short form crisp content and seamless online entertainment. Spearheaded by the seasoned entrepreneur, Sudip Mukherjee & his Co-Founder Shrikant Agrawal, with an emphasis on augmented UI / UX, AI & short form pacy content, the platform has the perfect equilibrium between quality and choice with an aim to put out one riveting content piece everyday! Biiggbang Amusement will present an unmatched entertainment experience to its global audience in 10 Indian and 8 international languages. With the absorbing content spanning across riveting genres and global award-winning content, the streaming platform will give a sneak peek into the finest Indian and global content with just a single click for its viewers. The platform will let its audience access its freemium content on smartphones, tablets, laptops and television. Biiggbang Amusement has also signed up leading celebrities like Chandan Roy Sanyal, Namit Das, Rajesh Sharma and many more leading actors for its gripping short format shows and films. Renowned National Award-winning actress, Rituparna Sengupta will be seen with her debut in OTT space with Biiggbang. Audiences across globe can revel in the entertainment carnival with the best-in-class technology, a sea of choices and incomparable user experience as it will release one new and engaging show/film every day of the year. Delighted about the launch of the platform, Sudip Mukherjee, CEO & Founder, Biiggbang Amusement shared, “We are more than thrilled to announce the launch of our new venture, Biiggbang Amusement, the one-stop for freemium entertainment with which we aim to engage and entertain our audience with our diverse content library. It will be our constant endeavour to tell compelling stories with the most seamless experience, unique features, and immersive experience with compact content. This means more content in less time and a sea of choices to cater to universal sensibilities.” Social Handles: Instagram: https://www.instagram.com/biiggbangmedia/ Facebook: https://www.facebook.com/biiggbangmedia/ YouTube: https://www.youtube.com/channel/UCT0yVmI6EvGwqUCtbyc4Jhw Twitter: https://twitter.com/biiggbangmedia

Lionsgate Play collaborates with Tiger Shroff and Ananya Panday for the launch of brand's digital campaign,

Lionsgate Play, the leading streaming platform with premium Hollywood content launches their campaign ‘Play More Browse Less’ in India with a quirky digital film featuring the very talented Tiger Shroff and Ananya Panday. The digital film is developed on the insight that millennials spend too much time today trying to find what to watch and the app with their curated edgy line up looks forward to solving this problem. The integrated campaign will be extended across impact properties on digital and social media. The film showcases Tiger Shroff pranking Ananya Panday by drawing a moustache on her face while she is sleeping. Seeing herself on a video camera she gets annoyed and tells Tiger to utilize his time better. Tiger says “Teri tarah browse karne mein time waste nahi karta, Lionsgate Play app hai mere paas” hinting to the audience to gear-up for an extraordinary OTT app launch which promises gripping content. Mr. Rohit Jain, Managing Director Lionsgate South Asia and Networks - Emerging Markets Asia commented “Our app launch has received a phenomenal response from Indian viewers. We have been offering curated content from all across the globe to our viewers. We extensively emphasize on edgy content that is easily accessible on our savvy interface. Today the consumer has a plethora of choices but is always struggling as to what to watch next. We have launched our brand campaign basis this insight and bring a promise to our consumer to Play More Browse Less. We are very excited to rope in , Tiger Shroff and Ananya Panday and feel they are the right talent to introduce Indian audiences to shows like Normal People, Manhunt: Deadly games, Romulus and No Man’s Land to name a few. The campaign will be amplified across social and high impact digital platforms. We are positive that the film will be well received by the people,” Tiger Shroff: “I am really excited to partner with Lionsgate Play, have loved some of the global movies and shows they have made. Very happy to be a part of their India chapter”. Ananya Panday: “Normal People is one of the shows that I have been waiting for a while and I am really excited its finally on Lionsgate Play in India. I am really happy to share some of my favorite shows and movies from my watchlist on Lionsgate Play. Really excited to partner with Lionsgate Play”.