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<ul><li><keyword id="130699" type="PERSON" weightage="20" keywordseo="online-advertising">Online advertising</keyword> was expected to see a 12% growth overtaking traditional media like television which will contract by 17% this year.</li><li><keyword id="3084136" type="PERSON" weightage="20" keywordseo="Sameer-Makani">Sameer Makani</keyword>, Managing Director and Co-Founder, <keyword id="3084137" type="PERSON" weightage="20" keywordseo="Makani-Creatives">Makani Creatives</keyword> writes why 2021 could change the way we perceive advertising avenues. </li></ul>2020 was expected to be a good year for the growth of the advertising sector but with the spread of coronavirus, businesses across sectors have witnessed a downfall rather than growth. While the impact was witnessed on the outdoor advertising due to imposed lockdown, digital advertising grew at a significant pace. This largely resulted in recalibrating the entire advertising approach and focusing more on digital ad avenues as consumers were glued to online content. It has also changed the way we perceive digital avenues and has reallocated budgets for aggressive digital presence. As per a KPMG report, online advertising was expected to see a 12% growth overtaking traditional media like television which will contract by 17% this year. It is fair to say that 2020 was a challenging year for brands and advertiser both as the pandemic caused a significant economic turmoil. With such scenarios, brands and marketers had to embrace a new way of doing things and changing their media strategies to suit the new consumer habits. As we move closer to 2021, the industry is expected to collectively revive bringing new challenges to our ever-evolving advertising industry. What has worked for advertiser and brands in 2020? With partial lockdown and necessary social distancing norms, every business today has moved online. Affordable internet, easy access to smartphones and connected televisions has played a pivotal role in pushing the businesses online. From education to entertainment, from grocery shopping to buying necessary health aid, everything today is executed with a press of button or a swipe. The smartphone consumption has increased from 3 hours 22 minutes pre-covid to 3 hours 54 minutes in April 2020 and stabilized to 3 hours 37 minutes with the first phase of unlocking, basis a report by KPMG. Video streaming, on the other hand, has penetrated into 96% of India’s metros and mini-metros and 97% of its tier-one and tier-two towns as video streaming is one of the sources to entertainment during these uncertain times. Considering the current pace, the OTT market in India alone is expected to grow by 32% over FY21. Mobile payment, on the other hand, has reached 73% of the metros and min-metros and 75% of the tier-one and tier-two towns. Overall, this year is seen as a catalyst for India’s digital progression. Digital avenues have changed the game for brands in 2020 making it easier for brands to reach out to their potential consumer with just a click of a button. In challenging times, social media platforms have also introduced new features that would help creators and brands to be more visible. For instance; YouTube had introduced double ads that play two ads back-to-back. While this lengthens the advertising time for the viewer, but it also prevents further interruptions later on in the video. Similarly, Instagram introduced IGTV shopping feature that enables the user for a fast-buying experience by clicking on the product which will be direct them to the retailer’s website to purchase it. Will 2021 be a year of recovery? While 2020 was a rough year for advertisers but it has also presented opportunities that were unexplored before. 2021 will bring a new set of challenges as advertisers attempt to reckon with the impending upheaval of data deprecation. Brands and advertisers will be forced to divert attention to the issues that emerged during the pandemic. Brands will have to embrace consumer-centric approach pro-actively. COVID 19 has bought a change in consumer behavior that has impacted the brand’s overall media plan. There is a change in viewership as audience is increasing content consumption across multiple screens. Brands will have to adapt to a hyperlocal approach to ensure visibility across a variety of demographics. The pandemic has forced brands across the sectors to reduce the budgets and headcount but it hasn’t evaporated the expectations for high-quality advertising. 2021 could potentially change the business dynamics of the brands and make them turn to virtual ad creation in various ways, from virtual influencers to increased investments in creative ad-tech making 2021 a year of virtual ads. 2021 will also introduce new avenues for ads and the sector could witness an influx of new pandemic-friendly ad placements, from branded personal protective equipment to pre-roll ads on freemium video conferencing tools like Zoom, Google Meets etc. This would change the sector for better, offering more opportunities than ever to have ever-specific targeted conversations. 2021 is looking bright and it could change the way we perceive advertising avenues.

Will 2021 be a year of recovery?

<ul><li><keyword id="3084136" type="PERSON" weightage="20" keywordseo="Sameer-Makani">Sameer Makani</keyword>, Managing Director and Co-Founder, <keyword id="3084137" type="PERSON" weightage="20" keywordseo="Makani-Creatives">Makani Creatives</keyword> writes for the past several years Chinese brands were a crucial part of high traction shows on television.</li><li>Now, with the strategic <keyword id="3719681" type="PERSON" weightage="20" keywordseo="ban-on-chinese-products">ban on Chinese products</keyword> with Atmanirbhar agenda, he further explains how homegrown apps and brands have started taking a flight in the market.</li></ul> Ever since the Prime Minister’s announcement on <keyword id="9210258" type="PERSON" weightage="20" keywordseo="atmanirbhar-bharat">AtmaNirbhar Bharat</keyword>, there has been a shift in perspective for homegrown things. Furthermore, the ban on Chinese counterparts has provided a wider opportunity for Indian brands to grow on the home-grounds. Various sectors are coping up with the impact that COVID 19 has caused since the last 5 months and advertising is not an exception. While print and outdoor advertising has taken a back seat; digital advertising has risen phenomenally. The overall digital consumption has increased significantly in the recent times paving way for a stronger advertising model on digital platforms. Lockdown has played a pivotal role in making this shift possible in a seamless manner. The emergence of work for home has made people use multiple screens at a time, which in turn has created a larger avenue for advertiser to reach people throughout their multiple screens and cut through the clutter to build an emotional connect with its consumers. For the past several years Chinese brands were a crucial part of high traction shows on television. The strategic ban on Chinese products with Atmanirbhar agenda Indian Homegrown apps and brands have started taking a flight in the market. For instance, reality shows like Big- Boss, Kaun Banega Crorepati (KBC), and events like <keyword id="6354831" type="UNKNOWN" weightage="20" keywordseo="indian-premier-league">Indian Premier League</keyword> (<keyword id="6354312" type="UNKNOWN" weightage="20" keywordseo="IPL">IPL</keyword>) have been sponsored by Chinese brands like VIVO and OPPO in the past, but this year Indian brands can bid for the same. Most TV advertisers are regular advertisers and depend on high salience for their offtake. Any brand today cannot afford loss of communications for more than 4 to 5 months therefore IPL should be considered for advertising for the value proposition that it will provide along with the impression and recalls in the international market. The overall cost compared to the value is even more affordable considering the pandemic, and it is high time that Indian brands leverage this opportunity at its fullest. This time with <keyword id="7463791" type="UNKNOWN" weightage="20" keywordseo="ipl-2020">IPL 2020</keyword> happening on a global platform, brands can look into a wider umbrella of them profiting through it. IPL this year will prove to be a greater opportunity for the Indian brands to invest and gain visibility. Due to safety concerns IPL 2020 has been shifted to UAE. This in-turn will help to gain a larger audience not only in India but in UAE as well. Dream11 announced itself as a sponsor for IPL 2020 and now has the probability of getting recognized on the national as well as international front. In addition to major sponsors like Dream11, even small homegrown brands which are still on the verge of growth would get an opportunity by contributing their bit to mark their image in a big way at the international event of IPL 2020. Indian Premier League becomes a golden opportunity for brands as well as agencies to build a strong emotional connect with its consumers; resulting in creating credibility in the eyes of its consumers.

How IPL can make Indian brands #Atmanirbhar

<ul><li>As the industry copes with the after-effects of the lockdown, which had paralyzed the logistics and production involved in making ad films, communication around IPL has not been very impressive this year. </li><li>A lot of people have been talking about the dearth of quality ads that stand out or that have created an impact this year. </li><li>We speak to experts to find out the reason behind the dip in quality advertising this year and how ad agencies can buckle up to help their clients reap the best benefits in the upcoming days of IPL. </li></ul>Indian Premier League (IPL) has almost become a festival of its own that gives brands an opportunity to reach out to a huge number of people who are glued to their television sets for close to two months every year. Dream11 IPL 2020’s opening match itself was watched by 200 million people, which indicates why IPL is the biggest marketing opportunity for brands this year to bounce back. IPL also brings along an array of wonderful ads every year. In the early years, brands like Vodafone, Kingfisher and Nestle created some spectacular work to take advantage of this uniquely-engaging event. However, the on-going pandemic has brought in a lot of challenges for agencies. They are producing ads with minimum money, trying to operate within the government guidelines of production and selling it for really expensive slots. They are also expected to create an ad that stands out in a sea full of celebrity-endorsing cliches. And after seeing a lean first-half this year, all kinds of brands are trying to cash in on IPL’s fervor. With this increased pressure and responsibility, agencies are working extra hours to meet clients’ expectations. To top that, an air of despondency is still looming around because of the fear of the unknown, blues of working in isolation, pressure to overperform in a dismal atmosphere, salary cuts, work overload and time-crunch. Ergo, COVID-19 has had a clear impact on the country's creative minds as well, possibly leading to unimpressive production this year. A lot of people have been talking about the dearth of quality ads that stand out or that have created an impact this year. A few experts did appreciate Dream11 and Khatabook for their IPL ads but largely, they were disappointed with the plunge in quality ads. <div type="twitter" handle="anubhavsinha" handlename="Anubhav Sinha" image="http://pbs.twimg.com/profile_images/1297501233310138368/6ehw_DUO_normal.jpg" favoritecount="2869" retweetcount="141" status="Who has Directed the Dream11 commercials? Very nice and all the cricketers are acting so well. @agracadabra" createdat="1600876574000" id="1308797330389229568"></div> Roshan Abbas, MD and Founder, Geometry Encompass took to Twitter and said, “The drought in quality advertising during IPL is mind boggling. Show me one good ad, please one good ad.” <div type="twitter" handle="roshanabbas" handlename="Roshan Abbas" image="http://pbs.twimg.com/profile_images/1296454010052808704/zIDYh7wP_normal.jpg" favoritecount="118" retweetcount="9" status="The drought in quality advertising during IPL is mind boggling. Show me one ad, pls one good ad! @AnantRangaswami" createdat="1600839200000" id="1308640574233223168"></div> On lack of quality, Satbir Singh, Founder and CCO of Thinkstr, commented, “Over the next 45 days, clients are going to spend over 2,000 crores on ads on IPL. About 500 crores on celebrities. And, looking at the ads, a couple of crores in creative fees.” <div type="twitter" handle="thesatbir" handlename="Satbir Singh" image="http://pbs.twimg.com/profile_images/1263439382133927941/1jXTTKoe_normal.jpg" favoritecount="506" retweetcount="68" status="Over the next 45 days, clients are going to spend over 2,000 crores on ads on IPL. About 500 crores on celebrities.… https://t.co/nKQbSM3jz9" createdat="1600616932000" id="1307708312478121984"></div> <div type="twitter" handle="dabas_jeetu" handlename="Jitender Dabas" image="http://pbs.twimg.com/profile_images/1137186055126278145/nFmzhBxz_normal.jpg" favoritecount="19" retweetcount="2" status="Buy the most expensive raw ingredients in large quantities, spend more money on fancy ingredients &amp; spices ... the… https://t.co/1qPtZMGY8Y" createdat="1600664254000" id="1307906794367246336"></div> <div type="twitter" handle="abidmg" handlename="Abid. M" image="http://pbs.twimg.com/profile_images/1275706817524510721/zTzvK04N_normal.jpg" favoritecount="2" retweetcount="2" status="No wonder ads are looking lousy these days. Increase creative budgets. Make better ads. https://t.co/PUDONAwtWE" createdat="1600659487000" id="1307886799818170369"></div> <div type="twitter" handle="SlyandSulk" handlename="What's in a name?" image="http://pbs.twimg.com/profile_images/1261406875750330368/LSIs7HNY_normal.jpg" favoritecount="3" retweetcount="2" status="Advertising industry leadership is equally at fault. &quot;20 lakh me campaign kar denge saar&quot;&quot;20 lakh me campaign ka… https://t.co/j4iPPLkWM7" createdat="1600664558000" id="1307908069876137984"></div> Lloyd Mathias, Business Strategist and former HP, Asia Marketing Head found this year’s IPL to be quite disappointing. He said, “I guess in their keenness to use cricket and cricket stars the brand proposition has got lost. There are a few exceptions though. My personal favourite is the Swiggy spots – esp. the middle aged men getting together to watch IPL. Harsha Bhogle’s commentary at a key moment lends a great touch. IPL sponsor Dream 11’s ads using the superstars in classic gully street cricket situations with the line ‘yeh apna game hain’ is funny, endearing and tells consumers everyone is an equal when it comes to Dream 11.” On whether lockdown has impacted industry’s creativity, Mathias said, “Not really. I think many advertisers think that a spot in the IPL must be anchored in cricket – and sometimes the best spots have little to do with the sport. Vodafone’s zoozoos are a great case in point.” On the other hand, Ambi Parameswaran, Founder, Brand-Building helped us look at the brighter side and appreciated brands who have trusted in advertising despite seeing gloomy days. Parameswaran said, “There is a lot of debate on the fall of creative quality of ads in this year’s IPL. But this is a false argument. The country faced a severe lockdown and even now the movie halls are yet to open. Film shootings are happening in stages. So it is futile to say that why are the ads not their sparkling best. Instead we should applaud the brands that have boldly decided to advertise. These brands are demonstrating their faith in advertising and its effectiveness. Yes, there is a surfeit of tech-enabled brands and that is to be expected. But there are also so many auto brands, consumer product brands, consumer service brands, etc., that have decided to bet on IPL. Each and every one of those brands needs to be praised and not criticised for their relative tame creative quality. Research has shown, over a broad range of products, the creative quality may account for just about 7 - 11 % of ad effectiveness. The balance rests with media weight and the core messaging. So let us put our hands together for those brave brands who have decided to stimulate the market, nudge the consumer out of their inertia, to start spending.” Earlier while conceptualising TV ads, production challenges were given scant thought while approving scripts. However today, the starting point of conceptualising creatives would be around the associated production constraints, which Ronita Mitra, Founder and Chief Strategist, Brand Eagle Consulting said is one of the reasons why IPL ads are impacted this year. Mitra said, “All these constraints and challenges are visible in the ads being played during IPL 2020. However, these challenging times are also the litmus test of the true creative potential of the creative teams. Due to cuts in marketing budgets, ads have probably been made on much lower budgets. Further given the safety protocols to be followed these days you can see that most brand ads are either old ones or shot with solo models, or using animation. Viewers would also be seeing ads with those filters in mind and therefore be tempering their expectations of the entertainment value of the ads. Still, IPL 2020 could have been the ideal opportunity for brands and agencies to showcase some real creative talent, and to show that creativity and the power of idea can rise above the constraints of low budgets or execution constraints. To that extent, the display of creative thinking has been rather disappointing. For me, the Dream 11 ads are the only ones that stand out for making a serious attempt at creating a series of engaging ads.” Albeit, Kuber Chopra, Founder, Creative &amp; Strategy Director, Rasta, said that lack of creativity is not due to lockdown constraints. Chopra said, “I don't think one should attribute this lack of creativity to the lockdown because all good creatives enjoy good constraints. I am personally just really surprised that no one has done anything contextual which is focussed on the consumers who’ve been dealing with the pandemic. For instance the ad by Paytm featuring Sachin Tendulkar is quite campy where the service is also lost. I really like Dream11’s focus on the active fan. It is also good to see how the cricket demigods have been humanised and are happy to be part of the sobering script. In my opinion, ads need to have some cultural connect with viewers and much of this is missing as is evident even in the ad for Apple 11.” “It’s surprising how brands haven't taken a chance with either new stories or fresh treatment. Decision-makers and creative heads have chosen to be safe,” added Chopra. IPL is considered India’s Super Bowl, not only because it’s the biggest sporting event but also because over the years, it has come to become the benchmark for creativity in advertisements. Shashwat Das, Founder, Almond Branding, said, “Whether it was the iconic Zoozoos or Jio dhan dhanadan, Amazon’s Chonkpur Cheetahs or IPL’s own Jumping Japang campaign, we always looked up to what’s new and path-breaking each season. The expectations have only grown over the years. However, this season, apart from the funny series of Dream11 ads nothing else have yet got people talking. With more digital viewers of IPL this year than ever before, the engagement and online conversations that a brand can pull is the biggest success parameter. Sadly I still remember the DLF Maxima from the initial days of IPL more than any brand campaign this season. I am hoping as the game progresses, brands will rise to the occasion and surprise us.” On how ad agencies can buckle up to help their clients reap the best benefits in the upcoming days of IPL, Sameer Makani, Co-Founder and Managing Director Makani Creatives said, “The industry is still coping up with the after-effects of the lockdown which had led to paralyzing the logistics and production involved in making ad films. Although progress in digital advertising is visible, the attention span of the audience is significantly reduced. Today, it’s about opting for a more concentrated approach and creating content that resonates with the audience instead of conventional carpet bombing. For instance – video content has become an excellent medium to touch, feel and engage with the audience in this new normal. It has helped several brands in channelizing the content in a manner that helps in leverage relationship with customers. The quality of ads depends on how well the advertiser is capable of sending the message and how well the audience perceives the message. This is an opportunity for brands to understand and conceptualize ads as per needs.” The story is not over yet Mathias anticipates that things will change as we get deeper into the league. He said, “I would expect a few brands may release fresh creatives as the tournament progresses. Given that viewership of the IPL has been phenomenal in the first phase and the tournament will build up to the festive season – there should be better advertising on the anvil.” Chopra is hoping to see smaller brands shine on Disney+ Hotstar. “I’m rooting for the iconic equivalent of 'Flipkart Kids' from the ed-tech folks who’ve heavily invested in the IPL. It’s really their moment to own. As a footnote, I’d keep an eye on Disney+ Hotstar -- where smaller advertisers can express themselves efficiently with lower media spends,” said he.

Has working remotely led to a dearth of good IPL ads this year?

<ul><li>Finance Minister <keyword id="129243" type="PERSON" weightage="20" keywordseo="Nirmala-Sitharaman">Nirmala Sitharaman</keyword> on Saturday announced <keyword id="8192304" type="UNKNOWN" weightage="20" keywordseo="union-budget-2020">Union Budget 2020</keyword> which gave an impetus to the country’s digital ecosystem.</li><li>The budget came up with an optional new tax regime which could lead to lower taxes for taxpayers.</li><li>She also acknowledged the role entrepreneurs have played in creating more jobs and capital for the country.</li></ul>As Finance Minister Nirmala Sitharaman presented the Union Budget on Saturday, the industry came together to applaud the government’s digital push with the announcement of the setting aside of Rs 6,000 crore for BharatNet, to ensure low cost internet reaches every household in the country. The government also announced an optional new tax slab which has lower tax rates, although the people opting for the new tax regime will not get any exemptions. The FM also spoke about the role that entrepreneurs have played in creating jobs and bringing in more capital to the country. However, there were a few industry experts who felt that the expectations from ‘the budget were much higher and it feels like a missed opportunity.’ Here are the views of some experts: Ashish Bhasin, CEO, APAC and Chairman, India - Dentsu Aegis Network: I think this is a good budget in some ways because it has attempted to put money in the hands of the middle class through rationalisation of tax rates as well as has concentrated on looking after the agricultural sector, including introduction of best practises like storage for producers and other measures. However, I do feel that the expectations from the budget were much more and it does feel like a bit of a missed opportunity. While it is good to see that the dividend distribution tax has been abolished, I expected more on the rationalisation of direct taxes, particularly the cess introduced over and above the tax rates. It is good to see efforts being made to encourage new-age skill development as well as helping the start-ups and what's particularly interesting is the proposal to set up data centre farms all over the country. This will prepare India for the economy of tomorrow. It is also good to see attempts at simplification of taxation through digitisation but the proof of the pudding will lie in seeing its implementation on ground. It would be fair to say that at best it is a mixed budget and while there are some encouraging decisions, enough does not seem to have been done for the situation the economy is in. RS Sodhi, Managing Director of the Gujarat Cooperative Milk Marketing Federation: <keyword id="7836802" type="UNKNOWN" weightage="20" keywordseo="Budget-2020">Budget 2020</keyword>, an excellent move, will bring more investments in the dairy sector which will increase the farmers’ bargaining power to get better prices for their produce, if done properly it will create 80 lakh jobs in Rural India and 16 lakh jobs in Urban India. Anand Bhadkamkar, CEO, Dentsu Aegis Network (DAN) India: The budget has provided relief to the middle class with lower tax rates which is a welcome move, as it will provide more liquidity. On direct taxes, the abolition of DDT and introduction of a tax dispute resolution scheme is a welcome step alongside tax reliefs for startups. The budget is focusing on easing and simplification of compliance, with changes in corporate laws as well as in GST and direct taxes. However, I was expecting further simplification of cess and surcharges beyond tax rates across slabs. The proposals for development of road infrastructure, setting up data centre parks and skill development initiatives are welcome steps in addition to allocations for social welfare schemes. However, the expectations from the budget were high on the background of current economic slowdown, and as such seems to be short on matching those expectations, with no specific industry sector focused sops to provide stimulus. While the budget shows focus on long term growth and social development, overall in the current scenario it looks like a mixed budget, falling a bit short of market expectations of more corrective measures. Mukesh Kalra, Founder &amp; CEO - ETMONEY: The Finance Minister's proposal to introduce a new tax regime is a great step towards giving equal chance to every Indian in the lower income segment to maximize their post tax incomes. In the old regime, an individual supporting a larger family &amp; negligible savings was forced to pay higher tax compared to an individual supporting a smaller family or one with no dependents. This created disparity when it came to effective taxation for the former group. In the new regime, the disparity ends &amp; also frees up income in the hands of individuals to give a boost to consumption. Nishant Pitti, Co-Founder &amp; CEO, EaseMyTrip: In tune with the present government vision to encourage Indian travellers to travel more and contribute towards the nation's growth, this budget takes it a step ahead. The budget has focused on promoting tourism &amp; travel with an overall budget of Rs. 2500 crores in year 2020-21. Government aims to develop 100 more domestic airports under the UDAN scheme. To promote travel via railways, the government will focus on more Tejas type trains that will connect tourist destinations in India. The Finance Minister has also laid stress on the development of archaeological sites into iconic sites with on-site museums. Five such sites are- Rakhigarhi, Hastinapur, Shivsagar, Dholavira and Adichanallur. Government has also announced the renovation of 4 key museums. Rs,150 crore have been allocated for the ministry of culture in 2020-21. We are hopeful that this budget will open new avenues for the travel industry. Sabyasachi Mitter, Founder and Managing Director of Fulcro: The key takeaway for me has been the simplification of tax regimes as well as giving a boost to consumer and investor sentiments. The removal of DDT is a significant move and long overdue as it effectively leads to double taxation. Simplification of personal Income Tax rates by giving the option to tax payers to avail the reduced tax rates by not availing deductions is a welcome step towards a future free from the historical legacy of compliance issues. The focus on encouraging start-ups is also welcome, both in terms of giving relief to the ESOP taxation which has been increased to 5 years. The turnover of availing 100% income Tax benefit has also seen two key changes; increasing the turnover threshold to 100 crores as well as increasing the block of years from which to avail three years of exemption to 10 years from the 7 years presently. All of these will increase the cash in hand of corporates, individuals as well MSMEs leading to a spur in demand. Specifically to the digital ecosystem the aggressive plans to increase the coverage of Fiber to Home being extended to 1 lakh gram panchayats will give a significant boost to the digital ecosystem. The recognition of the need for data and therefore the policy announcement on data centre parks is also a welcome move. Anish Sarkar, CEO, Sodexo BRS India: Sodexo always believes in giving our consumers the freedom of choice; the tax proposals in the budget are also on a similar philosophy. We believe that consumers should have a higher purchasing power – while this announcement will give them the power to choose their tax structure, our consumer base will continue to benefit from the current regime. Sodexo’s solution suite goes much beyond tax-saving products; driving the digitization of corporate cafeterias &amp; factories along with digitizing expense management to achieve workplace efficiency. We are very focussed on enhancing the employee experience of our clients by creating an ecosystem of value-added benefits much beyond tax savings. Devendra Shah, Chairman, Parag Milk Foods Ltd: We happily welcome the government's big push to the India's dairy industry. We are excited to be a part of the government's plan to double India’s milk processing capacity. Strategic measures like increasing the coverage of artificial insemination and eliminating Foot and Mouth Disease (FMD) and Brucellosis in cattle will result in higher yields. While such measures are welcomed, the dairy sector also needs to ensure the yearlong availability of green fodder. We can currently import the green fodder from Australia, Canada and USA. All these collectively help in Increasing milk consumption amongst urban and rural consumers thus attracting new investments and jobs. Navin Khemka, CEO, Mediacom South Asia: What is required is more purchasing power to the Indian middle class. This will help boost demand in the sluggish economy. I hope the investment in infrastructure and kisan express helps in achieving this objective in the long run. Short term, however, I think this budget is status quo. Demand growth could be sluggish and this could continue to impact media investments by corporates. Indroneel Dutt, CFO, Cleartrip: The government has backed its vision to turn India into one of the world’s top tourism hubs by allocating INR 2,500 crore for promoting tourism in general and setting aside a sum of INR 3100 crore for the Culture Ministry to boost regional tourism. What would be wonderful is to have an empowered nodal body comprising of the Govt / OTA / airline, hotel and other industry representatives with the objective of promoting discoverability, ease of booking and fulfilment of our cultural, natural and heritage sites. Introduction of more Tejas Express type trains and the inauguration of several culturally-significant archaeological sites are other much-needed moves. We also welcome the Hon’ble FM’s proposal to develop 100 more airports as well as the doubling of the airline fleet by 2024. This calls for skilled manpower development in parallel. The aim to double the fleet to 1200 in the next 3 years will certainly accelerate the passenger growth rate. Ramesh Kaushik, VP Brand Experience at Blackberrys: The government remains committed to accelerate consumption in budget 2020. Government measures of reducing corporate tax and initiatives to boost MSME sector will definitely help accelerate industrial and corporate growth in the country. Measures like simplifying GST and income tax relief are sure to give requisite push to consumer consumption and demand thereby accelerating growth across industries. Additionally allocation of funds for infrastructural development is a welcome move clearing path for expansion. We expect more measures/announcements specific to the retail industry from the government in the coming future that will give the right impetus to the industry. Sameer Makani, Co-Founder and Managing Director, Makani Creatives: Budget 2020 aims at the betterment of all sections of the society. The key highlight is certainly the tax regime where the government has proposed alternative tax policies and new rates to benefit the taxpayers. The vision to improve the start-up scenario in the country will help in creating more job opportunities and further ensuring the economic growth. The Skill development programme will enable overall personality development In comparison to budget 2019, MSMEs will experience a 71% rise over and above the budgetary allocation. Sudhanshu Agarwal, Founder &amp; Director, Citykart: The announcements made by the government in Union Budget 2020 are a promising move to boost the income and purchasing power of people. So far, the rollout of GST has resulted in gains of about Rs.1 lakh crores to consumers, which is likely to increase further with revised GST laws being implemented from April 2020. Simplification of GST norms will be significant in inspiring consumer demand &amp; consumptions and spur industrial growth. Additionally, allocation of Rs.100 lakh crores for infrastructure development also opens growth prospects for the brands in non-metro cities. However, we feel specific measures pertaining to the retail sector have still not been fully addressed in the budget. Kunal Lakhara, VP of Finance and Operations, Pocket Aces: Budget 2020's revised fiscal deficit target of 3.8% of the GDP seems more realistic and focus on spends/benefits was required to boost the economy. The thrust on entrepreneurship and tax regulations for both startups and taxpayers is a move in the right direction. India is the third largest startup hub globally and the announcement of an investment clearance cell to provide end-to-end support to startup founders will encourage more youth to be job creators. Further, the ability to defer taxes on ESOPs will democratise wealth creation for startup employees, ensuring the right talent is benefitted. Finally, the decision to grant 100% tax exemptions to sovereign wealth funds on their investment in priority sectors will provide the much needed funding boost to the sector and create value in the longer run. Sahil Vaidya, Co- Founder &amp; Director, The Minimalist: Following the announcement of the Union Budget 2020, one thing is certain, is that the Government is heavily focused on becoming an entrepreneurial superpower. By investing in the MSME sector, the Government’s support towards new companies will go a long way in producing high growth business. Furthermore, the tax waiver on ESOPs will enable more talent to place their bets on early stage disruptive start-ups, which have the potential to become the corporates of tomorrow. Among other sectors, the Budget 2020’s focus on start-ups and technology will be a boost to companies that are doing some cutting edge design thinking to enable the best of digital products for a booming digital economy. Sanil Jain, Co-founder, CupShup: The start-up ecosystem in India is not more than a decade old and has come a long way to become the third largest in the world after USA and China. 2019 was not what we can call a good economic growth year but this budget has definitely brought some relief to start-ups. The implementation of the Investment Advisory Cell will aid new start-ups. Deferring the Taxation on ESOPs is definitely a big win as it will go a long way in acquiring and retaining quality talent. While on the other hand, decreasing direct tax to a historic low of 22% will boost export opportunities and drive growth across various industries. Nikhil Mathur, Managing Director – India, GfK: The proposal to boost rural economy, infrastructure and enhance purchasing power of middle class, if implemented well would certainly be fruitful. It could further improve the consumption of consumer durable and electronics. As per GfK data, CE-MDA category registered a volume growth of ~9% in 2019/2018. I think the market is expected to grow in the back of technology companies and given the state of economy we can be hopeful of a better future. Besides, encouraging local manufacturing of mobile phones and semiconductors may fuel the ‘Make in India’ vision.

Industry experts share their optimism about Budget 2020

<div class="KonaFilter image-container display-table"><div><div class="image on-image">Getty Images / Mario Tama</div></div></div>Hello!The stock market is enjoying its best start to a year since 1987. The US economy blew past growth expectations in the first quarter. And yet:<ul><li>There seems to be a disconnect, according to Nikolaos Panigirtzoglou, a global market strategist at JPMorgan. Government bond markets appear to be pricing in recession risks, <a href="https://www.businessinsider.com/next-recession-how-to-trade-invest-guard-against-economic-meltdown-jpmorgan-2019-4">while markets for riskier assets like stocks, corporate bonds, and commodities seem more optimistic</a>. </li><li>UBS Wealth Management, the world's largest wealth manager with over $2 trillion in invested assets, has recently shifted its overweight position on US stocks, <a href="https://www.businessinsider.com/stock-market-investing-opportunities-outside-us-ubs-wealth-management-2019-4">saying there are better returns to be had elsewhere</a>. </li><li>Bridgewater, the world's largest hedge fund with around $150 billion in assets, said the "most pro-corporate environment in history" is in danger, <a href="https://www.businessinsider.com/stock-market-outlook-from-bridgewater-associates-profit-margins-under-threat-2019-4">and that the fallout could send stocks plunging</a>.</li><li>Morgan Stanley chief US equity strategist Mike Wilson says capital spending is about to slow down, creating <a href="https://www.businessinsider.com/stock-market-investing-one-area-exposed-as-tax-plan-impact-fades-morgan-stanley-2019-4">a big challenge for companies that make sell goods to other businesses</a>.</li><li>The dumb money is too bullish, according to famed uber-bear Albert Edwards. A so-called <a href="https://www.businessinsider.com/why-stock-market-record-highs-worry-wall-street-experts-2019-4">Dumb Money Confidence Index is at its highest level since 2010</a>, he said. </li><li><a href="https://www.businessinsider.com/stock-market-investing-strategy-ben-williams-of-gam-makes-the-case-for-outside-us-2018-11" target="_blank" rel="noopener"></a>Goodwill makes up a record share of assets for US nonfinancial companies, <a href="https://www.businessinsider.com/next-stock-market-crash-recession-corporate-merger-practices-creating-risk-moodys-2019-4">a fact that could leave the market especially vulnerable if a downturn were to arrive</a>, according to Moody's Investors Service.</li></ul>Not everyone's worried, of course. Brian Pfeifler of Morgan Stanley Private Wealth Management, who's been ranked as one of the top ranked US wealth managers for years, told Marley Jay <a href="https://www.businessinsider.com/next-recession-money-management-advice-from-top-ranked-wealth-adviser-brian-pfeifler-2019-4">he's not expecting a recession this year or next year</a>, for example. And BlackRock CEO Larry Fink has said markets could "melt up" from here.Business Insider's investing editor <a href="https://www.businessinsider.com/author/joe-ciolli">Joe Ciolli</a> will be at the Milken Global Conference in Los Angeles, starting Sunday, so you can look forward to much more color on what's going on with markets over the coming days.He'll be there with <a href="https://www.businessinsider.com/author/dakin-campbell">Dakin Campbell</a> and <a href="https://www.businessinsider.com/author/becky-peterson">Becky Peterson</a>, while BI founder and CEO Henry Blodget will be there hosting a panel on <a href="https://www.milkeninstitute.org/events/conferences/global-conference/2019/panel-detail/8957">Artificial Intelligence Advances, and the Ethical Choices Ahead</a>. If you're there and you see them, say hello!As always, you can reach me at mturner@businessinsider.com if you have any questions, ideas, or requests.-Matt<h2>Quote of the week</h2>"I just don't know if that's possible to do." - Jon McNeill, Lyft's chief operating officer, pours cold water on Elon Musk's vision of <a href="https://www.businessinsider.com/lyft-coo-has-serious-doubts-about-elon-musk-tesla-robo-taxi-plan-2019-4">one million self-driving Tesla robo-taxis on the streets by next year</a>. <h2>In conversation</h2><ul><li>Kenneth Lin, CEO of $4 billion startup Credit Karma, told Dan DeFrancesco <a href="https://www.businessinsider.com/credit-karmas-ceo-explains-how-the-company-almost-went-under-2019-4">a single meeting in 2008 saved the company from going under</a>.</li><li>Emmanuel Aidoo, head of digital market assets at Credit Suisse, told Dan that <a href="https://www.businessinsider.com/credit-suisses-blockchain-lead-explains-whats-holding-back-tech-2019-4">culture is the biggest thing holding back Wall Street from using blockchain tech.</a></li><li>Dan also talked to Vijay Sankaran, chief information officer at TD Ameritrade, about <a href="https://www.businessinsider.com/td-ameritrade-developing-a-netflix-recommendation-engine-2019-4">a Netflix-like recommendation engine the company's building in a bid to win investor attention.</a></li><li>Shoabin Makani, cofounder and CEO of KeepTruckin, talked to Megan Hernbroth about how hanging out at truck stops talking to drivers about their problems helped the <a href="https://www.businessinsider.com/keeptruckin-latest-trucking-industry-unicorn-149-million-series-d-2019-4">startup become a unicorn.</a></li><li>GitLab CEO Sid Sijbrandij talked to Julie Bort about building a $1 billion business by <a href="https://www.businessinsider.com/gitlab-ceo-sid-sijbrandij-interview-2019-3">taking an idea from another programmer, then hiring the guy.</a></li><li>IBM's chief human resources officer Diane Gherson told Rich Feloni that "100% of jobs are going to change" with AI, and explained how IBM is using it to <a href="https://www.businessinsider.com/how-ibm-is-using-artificial-intelligence-to-retrain-workers-2019-4">reinvent the way it hires and trains employees</a>.</li><li>Ashley Rodriguez talked to Philo CEO Andrew McCollum about the <a href="https://www.businessinsider.com/philo-tvs-ceo-on-the-hard-choices-behind-building-a-20-tv-bundle-2019-4">challenging economics of d</a><a href="https://www.businessinsider.com/philo-tvs-ceo-on-the-hard-choices-behind-building-a-20-tv-bundle-2019-4">igital skinny-TV bundles that promised a cheap alternative to cable.</a></li><li>And Aine Cain talked to Lowe's CMO Jocelyn Wong about the <a href="https://www.businessinsider.com/lowes-cmo-plan-for-pro-market-2019-4">company's plan to</a><a href="https://www.businessinsider.com/lowes-cmo-plan-for-pro-market-2019-4"> win over pros and breaking Home Depot's dominance.</a></li></ul><h2>Finance and Investing</h2><section><a href="https://www.businessinsider.com/hellacious-money-raising-environment-even-the-big-funds-have-to-get-creative-2019-4">Inside the hellacious hedge fund money-raising environment, where 'even the big funds have to get creative'</a>It's never been easy to be a small hedge fund in an industry full of trend-setting giants.</section><a href="https://www.businessinsider.com/northern-trust-is-exploring-shutting-off-external-email-2019-4">$10 trillion custodian Northern Trust is exploring shutting off external email for thousands of its employees as it tries to thwart cyber threats</a>One of the biggest custodian banks could do away with one of the most basic modern communications tools for thousands of its employees: email.<a href="https://www.businessinsider.com/banks-are-offloading-mortgages-to-startups-2019-4">America's biggest banks are offloading parts of their home-loan businesses to machine-powered startups, as they try and fend off sagging profits</a>The business of buying a home has long been the dominion of banks, requiring time and human interaction. But amid mounting industry pressures, home lending is being delegated to the machines.<h2>Tech, Media, Telecoms</h2><a href="https://www.businessinsider.com/snap-most-important-new-top-executives-who-work-at-snapchat-2019-4">Snap's New Guard: Meet the 26 new power players who help CEO Evan Spiegel run Snap Inc.</a>Snap has had a bumpy ride as a public company, weathering blowback from a botched redesign, increased competition, a plateauing user base, and <a href="https://www.businessinsider.com/snap-the-20-execs-who-left-after-its-ipo-2019-1">a revolving door of executives</a> in the past two years.<section><a href="https://www.businessinsider.com/with-apple-and-disney-looming-netflix-says-it-will-share-more-data-2019-4">Netflix is changing its strategy and letting creators peek into its walled garden as Apple and Disney competition looms</a>Netflix is cozying up to TV and film creators now that it's facing stiffer competition for their content.</section><a href="https://www.businessinsider.com/inside-amazons-charm-offensive-to-win-over-madison-avenue-2019-4">Inside Amazon's charm offensive to win over big brand budgets from Madison Avenue</a>Amazon has steadily been building out a sprawling <keyword id="35666" type="COMPANY" weightage="60" keywordseo="advertising">advertising</keyword> business across its website, its video platforms like Amazon Fire <a href="https://www.businessinsider.com/verizon-toyota-test-ads-on-amazons-freedive-2019-1">and IMDb</a>, and a programmatic demand-side platform that targets and places ads on websites outside Amazon.<h2>Healthcare, Retail, Transportation</h2><a href="https://www.businessinsider.com/whats-been-taken-for-granted-in-healthcare-according-to-top-leaders-2019-4">We asked 10 healthcare leaders to pinpoint the biggest transformation in their industry that's been taken for granted. Here's what they said.</a>For all the changes healthcare still needs to make, there's been a lot of advances made in medicine over the past few decades.<a href="https://www.businessinsider.com/silicon-valley-vc-explains-tide-shifting-mental-health-startups-funding-rock-health-2019-4">A Silicon Valley VC in the hottest area of healthcare explains what's driving a surge in interest for mental-health startups</a>Mental health was once a sleepy arena for venture-capital investments. <div class="margin-top"> <h3>NOW WATCH: <a href="https://www.businessinsider.com/disney-plus-finally-reveal-its-streaming-platform-2019-4">Disney Plus is set to have more than 500 movies and 7,500 TV shows. Here's a look at which ones you'll find.</a></h3> <div> </div> </div>

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