Venimus! Vidimus! Vicimus!
Investors India|September 2020
Venimus! Vidimus! Vicimus!
“ 2020 has been a lousy year...” we have heard this phrase so many times amongst friends, colleagues, with our spouses, and sometimes kids to have echoed it.
MVS Murthy, Head-Marketing & Digital, Tata Asset Management

The Covidien year has been one of great catharsis. The contagion rose from the east and spread across wherever the sun touched its rays. Humanity as a whole suffered multiple injuries - on its health, on its mortality, on its ability to socialize, on its ability to go to work, on its ability to earn, on its ability to learn, and so many such stabs.

Cover is blown. Distanced.

We know that man is a social animal and that cozy cover was blown-off and we had to distance ourselves. There are many a story of separation, loneliness, and solitary death that has played out across the globe. While one measures the dead and living as a statistic of health, illness and casualty, for those who lost their dear ones, a way of life came to an end. The Banyan Tree in its fall pulled down a large chunk of land and the ecosystem that operated within it.

“ Epic-demic” Times.

The world will never be the same again, simply because those who lost livelihood aren’t getting this year back. The industries may make a comeback, but with newer and perhaps fewer people. The discretionary was scrapped and the mandatory was sliced. We learnt to live with less that was more. Product categories rejigged themselves hygiene became priority No.1 and beauty was relegated down, for there was no one who wanted to meet. The destinations remained, but there were no travelers. Even social media posts changed from international cuisine to shots of homemade cuisine, and mind you the former could be consumed at local-global restaurants, but now our home has become our world. It will be interesting to see the number of posts around food, beards, hairstyles, home-gardens, and families that got posted in these “epic-demic” times!

Contagion Spreads

If our homes became discreet on spends could our workplaces be any different? The most visible and mortal blow was on marketing since it is considered to be a discretionary expense. Maybe, it is not, it is an expense whose returns are not immediate, but there for sure in the very near future. A lot of effort is spent in calling the next Customer? If existing Customers are practicing “ discretion “, there is a need to get the next set of first - time users or repeat buyers. This needs budgets to travel and you realize the return only when you experience the destination ( read as a cluster of Customers who espouse your product ). There is an expense unless you want a business to be locked down.

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September 2020