Year-ender 2021: ‘We aimed at bringing about a change in attitude towards vaccine hesitancy’ - Prathyusha Agarwal

Campaign India is ending the year by asking industry leaders about what this year taught them and an outrageous prediction for 2022.  

Here's what Prathyusha Agarwal, chief consumer and data officer, Zee Entertainment Enterprises, had to say:

Your stand-out moment or learning from 2021?

Working closely with the multi-disciplinary and multi-sector industry task forces. We did this through a volunteer group, 'ACT grants', which came together to help fight Covid-19. 

Through the initiative ‘Corona ko harana hai, toh vaccine lagana hai’ (If you want to defeat corona, then you have to get the vaccine), we at Zee aimed at bringing about awareness and a change in attitude towards vaccine hesitancy. We did this by bringing the power of storytelling, stars and reach to make a difference to the country and its people.

These initiatives brought alive the transformative power of public-private partnerships, where industry bodies worked closely with the government bodies to structure solutions and mobilise resources to deliver impact at scale. 

Imagine what the competence of corporate India and VC (venture capitalist) funding can do when channelised into crafting a better world. 

An outrageous prediction for 2022? 

The UN agenda and global governance will be overlooked by MANGA (Metaverse, Alphabet, Netflix, Google and Apple). This initiative will see funding by PE (private equity), VC funding and leadership.

Also read: 

Year-ender 2021: 'Bravo advertising industry India' – Piyush Pandey

Year-ender 2021: 'TV and digital will grow and content will glow' – Megha Tata 

Year-ender 2021: 'We will start going to space for a day trip' – Malaika Arora 

Year-ender 2021: Swati Bhattacharya on the one thing that will drop from case videos 

Year-ender 2021: 'We will see whacky, fun, bizarre humour again' – Prasoon Joshi

Year-ender 2021: 'AI solutions will start becoming mainstream in 2022' – Apurva Chamaria

Year-ender 2021: 'We have done magnificently well to bounce back as an industry' – Rana Barua 

Year-ender 2021: 'I have improved my social media presence considerably' – Hrishikesh Kannan

Year-ender 2021: ‘We shall see a Metaverse radio world’- Abraham Thomas

Year-ender 2021: 'This year has memories that I will always learn and lean back on' – Babita Baruah

Year-ender 2021: 'We will have to prove our worth to the planet' – Poran Malani

Year-ender 2021: 'Believe in people, their resilience and their creativity' – Gautham Narayanan