The Digital Dominoes We’re About to Tip: Trends to Look Out for This Year

Imagine a digital domino rally, not made of cold, hard plastic, but of the trends shaping our online world. Some seem innocuous, like a podcast whispering its way into the vast blogosphere. Others are behemoths, like AI’s hulking potential poised to reshape industries. In 2024, these trends will topple each other, creating a cascade of change that ripples through how we work, connect, and even entertain ourselves. Let’s grab a front-row seat and watch them fall, shall we?

Human skills will be essential for the uptake of AI

The irony is delicious. As AI’s tendrils reach further, the need for human touch intensifies. NTT’s CX report reveals that automation isn’t just about replacing us; it’s about amplifying our skills. But this hinges on one critical factor: closing the widening skills gap. Imagine a symphony where the violins are missing – that’s our current digital orchestra. Reskilling and upskilling will become the new baseline, the prerequisite for playing in the digital future.

Podcasts over blogs

Podcasts, once the underdog to blogs, are poised for a boom. With a vast, untapped audience and creative freedom, they offer a unique space for brands to connect and entertain. Email blasts and ad swaps become the pickaxes chipping away at the blogosphere’s dominance, paving the way for a world where storytelling takes centre stage.

Businesses will focus on creating guardrails to mitigate AI risks

As Generative AI bursts onto the scene, whispers of its risks grow louder. But fear not, the domino of accountability is ready to steady the fall. Companies like Lenovo are leading the charge with robust governance policies and human-in-the-loop approaches, ensuring AI’s creative spark doesn’t ignite into an ethical inferno.

The ROI Trend – Entertainment fuels the social ROI engine

Forget ROI reports filled with jargon. Consumers yearn for brands that entertain, not lecture. Hootsuite’s Social Trends Survey 2024 paints a clear picture: people crave brands that are relatable, not self-promoting. The domino of entertainment marketing falls, fueled by laughter, shared experiences, and a dash of emotional resonance.

Transitioning from Ads to Subscriptions

The ad-based revenue model, once the digital kingdom’s crown jewel, is starting to wobble. Platforms like X, Facebook, and Instagram are testing the waters of user fees, hinting at a future where subscriptions reign supreme. This domino’s fall will be a test for marketers, a chance to adapt and forge new paths to monetization.

The Future of Privacy-First AdTech

Data privacy, once a niche concern, is now a global movement. The domino of stricter regulations, led by GDPR and CCPA, is gathering momentum. In Australia, the Online Privacy Bill promises to reshape the digital landscape, demanding transparency and accountability from all players. Indian Marketers should also prepare to pivot!

Chatbots in Marketing

Chatbots, AI’s friendly (well, sometimes) faces, are popping up everywhere. They can be marketing superheroes, offering 24/7 support and personalized interactions. But beware the robotic dead-end! The key is crafting engaging, human-infused conversations. Friend or foe? You write the script.

Voice Search and SEO

As voice assistants like Siri and Alexa become household companions, the way we search for information takes a dramatic turn. The voice search domino, fueled by conversational language and long-tail keywords, will demand SEO strategies that cater to the rhythm of spoken queries. Businesses that ignore it risk being lost in the silent digital ether.

So, there you have it – the digital domino rally of 2024. Each trend, a catalyst for change, poised to reshape our online landscape. Stay tuned, dear reader, for this is just the beginning. The fall is about to commence, and we’re all watching, breathless, as the future unfolds before our eyes.

In the Spotlight – Anupriya Das Singh

Postcard Spotlight is an interview series showcasing young leaders and creative minds who are making their mark with their unique talent and drive.

In the Spotlight, this week is Anupriya Das Singh, Senior Manager, Arpan. She’s a Psychotherapist with more than 17 years of experience in clinical practice. She counsels children and adults with behavioural concerns, mental illness, and trauma. A member of ‘Association of Counsellors and Psychotherapists, India’ and of “EMDR Association of India, and she firmly believes that mental health should be a part of the curriculum at every school. Read further to learn how Arpan’s healing team takes up trauma counselling effectively.

1. Could you describe your experience working as a counsellor with survivors? (Child & Adult)

As a counsellor working with survivors of abuse and guiding them through their journey of recovery, every session is an opportunity to provide a safe space for healing and empowerment. Therefore, the experience is both challenging and rewarding. Here is a glimpse into what such an experience might entail.

Arpan’s Personal Safety Education (PSE) programme provides schoolchildren with the knowledge, attitude and skills to identify safe and unsafe touches and situations, say ‘No’ and get away and seek help from helpful adults. If a child discloses abuse after undergoing the lesson plans, the following steps are taken:

  • If a child discloses any unsafe situation, the child is referred for counselling/therapeutic support so that the child feels safe in the present environment. In this step, the counsellor works with the child to attain emotional self-regulation.
  • After the child is emotionally stable, various trauma-focused therapies, such as Eye Movement Desensitization and Reprocessing (EMDR), Trauma-Focussed Cognitive Therapy or Art therapy, are used to work on the incident trauma.
  • These approaches help children and adults process traumatic memories, re-frame negative beliefs and reduce distressing symptoms.

2. What are some of the emotional and psychological challenges that survivors face, and how do you help them address these challenges?

Sexual Abuse Survivors can face a range of emotional and psychological challenges. The Traumagenic Dynamics Model (Finkelhor and Browne 1988) which is a comprehensive model for understanding the trauma of sexual abuse and its short and long-term effects divides the impact into the following domains:

  • Traumatic sexualisation – Child Sexual abuse can lead to a distorted understanding of sexuality. Survivors may associate sexual behaviours with fear, confusion, and manipulation rather than healthy, consensual interactions.
  • Stigmatization – Survivors often feel a sense of shame and guilt due to the societal stigma around sexual abuse. This can lead to self-blame and contribute to the child’s emotional distress.
  • Betrayal – Sexual abuse involves a fundamental betrayal of trust, as the abuser is often a person the child should have been able to rely on for care, protection, and support. This betrayal can shatter the sense of safety and undermine their ability to trust others.
  • Powerlessness – The child experiences a significant power imbalance between themselves and the abuser. This powerlessness can have lasting effects on the child’s self-esteem, self-efficacy, and sense of agency.

If not addressed on time, the impact may result in symptoms of PTSD (Post-traumatic stress disorder), depression, panic attacks and suicidal thoughts/self-harm behaviour.

A therapist works in a systematic manner that starts with building a trusting relationship with the client. The next step is to help the client stabilise and help them identify existing coping skills and build newer resources. After the client is able to practise emotional regulation, the above domains of impact are addressed and all the associated trauma memories are processed. This is a long-term process and may take months to years to completely heal.

3. What role does early intervention play in mitigating the long-term effects of abuse?

Early intervention plays a crucial role in the healing process. When we conduct PSE in schools, we teach children about personal safety. We also provide early intervention to those children who have faced an unsafe situation. The effects of trauma take deeper roots in a child’s psyche and manifest into behaviour in the form of trauma response if the child does not receive immediate emotional support.

For example, if a child is abused and not supported, the child may experience a wide range of emotions erratically and not know how to process these emotions. These unprocessed emotions can display themselves in behaviours such as withdrawal, anger outbursts, temper tantrums, loss of focus or suicidal thoughts. When we intervene early, we can reduce the lasting impact of the abuse by providing the child with immediate care and helping them heal.

4. How do you adapt your counselling techniques while working with children of different ages?

Building a trusting and supportive therapeutic relationship is fundamental across all age groups. Children’s cognitive, emotional and social abilities vary significantly across age groups. Every child is unique; therefore, while working with children of different ages, it is important to adapt our counselling techniques to their personality, developmental stage and specific needs. It is also essential to ensure that the therapy is developmentally appropriate, engaging and effective.

For example, with very young children (under 8 years), play therapy is widely used. Since children don’t understand complex or abstract concepts, it is important that both action and information are simplified to the level of the child’s understanding. Using toys, art and activities can help engage children in their healing process as well as help them express themselves. The language used is simple and easy to ensure that they understand. In addition, plenty of work is done to help them identify and express their feelings appropriately.

As children grow older (8 and above), they are able to understand and express emotions better and have more clarity of abstract concepts. Hence while working with older children, a lot more verbal communication is used. A greater number of advanced coping skills, such as mindfulness, deep breathing and progressive muscle relaxation, are taught. Worksheets that encourage self-reflection and emotional expression are also used. Certain psychological concepts such as safe and unsafe relationships, use of metaphor and storytelling that foster healing are used either in the form of psychoeducation or activities.

 5. What is the long-term impact of trauma and abuse on a survivor?

The long-term impact of trauma and abuse on survivors can affect their physical, emotional, cognitive and social well-being. It is important to note that the effects of trauma and abuse vary based on factors such as the nature and severity of the trauma, the survivor’s resilience, available support and the timing of the traumatic event. Here are some common long-term impacts:

  • They may experience emotional or psychological effects such as flashbacks, nightmares, hypervigilance and avoidance behaviours related to the traumatic event.
  • Some may feel chronic anxiety, panic disorders and major depressive episodes as well.
  • In severe cases, the survivors may develop dissociative symptoms, such as feeling disconnected from reality or detached from their own experiences. These experiences often result in mood swings, difficulty in regulating their emotions, and intense emotional reactions. The survivor may resort to maladaptive coping, such as addiction or self-harm behaviours.
  • Some of the major effects seen are difficulty in trusting oneself and others or forming healthy relationships.
  • Survivors may be more susceptible to physical health problems due to chronic stress, which can impact their immune system.

It is important to emphasise that while these impacts are common, they are not inevitable. Many individuals are resilient and can work towards healing and recovery with the right support and therapeutic intervention. Professional help, such as trauma-informed therapy and counselling, can play a crucial role in mitigating the long-term effects of trauma and abuse and help survivors regain a sense of control, well-being and lead a quality life.

6. How do you handle situations where a child’s disclosure of abuse implicates a family member or caregiver?

Handling situations where a child’s disclosure of abuse implicates a family member or caregiver requires utmost sensitivity, caution and a focus on the child’s safety and well-being.

It takes a lot of courage for the child to disclose the incident of abuse to a support system, and if this disclosure is not handled well, it can re-traumatise the child. There are certain steps one can follow while handling disclosure:

  • The first and foremost step is to reassure the child that they did the right thing by sharing their experience.
  • Offering a safe and non-judgmental space for them to express their feelings helps them feel validated.
  • The next step is to ensure the safety of the child. This can be done by engaging with the child’s support systems, such as non-offending family member/child support services.
  • Whatever support plan is initiated, the child needs to be made aware of all those steps so that the child is prepared for it.
  • It is crucial to offer constant emotional support to the child throughout this process.
  • It is important to let them know that they are not alone and that there are people who care about their well-being.

7. What can parents/ teachers/ caregivers do to create an environment that empowers children to speak up about uncomfortable experiences and abuse?

Creating an environment that empowers children to speak up about uncomfortable experiences and abuse is crucial for their safety and well-being. Here are steps that parents, teachers and caregivers can take to foster such an environment:

  • Encourage open, non-judgemental communication from an early age.
  • Let children know they can talk to you about anything and that their feelings and thoughts are important.
  • Educate children on Personal Safety so that they can identify unsafe touches, refuse and seek help.
  • Teach them the proper names for body parts, including Private Parts so they can communicate about any uncomfortable experiences more effectively.
  • Make it clear that no one should ask them to keep a secret about something that makes them uncomfortable.
  • Encourage them to say ‘No’ when something feels wrong and to seek help
  • Teach them to trust their instincts and feelings and seek help from helpful adults.

8. What can counsellors/mental health professionals who work with survivors do to support their own mental health and well-being?

Counsellors and mental health professionals who work with survivors of trauma and abuse are exposed to emotionally demanding situations that can impact their own mental health and well-being. Practising self-care and seeking support are essential to maintain their emotional resilience. At Arpan, the following steps are taken to support our counsellors’ mental health.

  • Weekly supervision: Continuous supervisory support is provided to the counsellors to enhance their current therapeutic skill set and to support them with their casework.
  • Skill development: One of the things that can stress out a mental health professional is feeling low on confidence while handling cases. One can manage this by constantly upgrading the therapeutic skill set. Arpan provides opportunities for constant skill development by encouraging its counsellors to attend training sessions to enhance their skill set.
  • Therapeutic allowance: All the counsellors at Arpan are encouraged to go on their own therapeutic journey to heal from any vicarious trauma.
  • Healing and self-care activities: Arpan encourages counsellors to engage in consistent self-care practices to recharge and manage their own well-being. Counsellors are provided with a safe space to vent their feelings and also are supported to manage and regulate their emotions through diverse strategies. This could include exercise, mindfulness, hobbies (art, writing, music, or any activity they find enjoyable), spending time with loved ones, breathing exercises, meditation, and progressive muscle relaxation.
  • Peer support: A warm and compassionate environment is maintained in the team, encouraging unrestrained sharing of thoughts and emotions and asking for support when needed.

9. Any resources (online or offline) that you could recommend which can help parents/ caregivers to converse with/ make their children aware about abuse?

Arpan conducts various training sessions with teachers, parents and other adults to make them aware of Child Sexual Abuse and teach them how to handle disclosure if a child discloses an incident of abuse. Additionally, Arpan hosts a wide array of resources on its e-learn website, www.arpanelearn.com. Anyone can access these resources for free to learn more about Child Sexual Abuse and Personal Safety.

The Talk Over – Aastrika and Philips

Every brand needs a story that strikes a chord with its audience. There are so many exciting marketing campaigns and commercials that not only help brands sell their products but also capture hearts through heartwarming stories. The TalkOver brings you some of our favorite campaigns of all time, told through our team members’ perspectives.

This TalkOver, we dive into Women’s Day campaigns, bringing in our top picks from Phillips and Aastrika Midwifery Centre created by yours truly! Get ready for an exciting breakdown of some inspiring campaigns.

Read on to uncover the heartwarming ways these two campaigns have promoted Women’s Day.

Let’s go!

Philips | #ExpressYourWay

Philips India launched a new campaign, #ExpressYourWay. The campaign is a special initiative to celebrate the multifaceted personality of a woman, especially her role as a mother. The aim is to inspire and encourage all mothers to embrace their transformation and continue to be strong and amazing women.

The quirky stand-up act featuring Neha Dhupia, in my opinion, delves into relatable anecdotes about motherhood, highlighting the challenges of the journey. The campaign’s main message is that there is no right or wrong way to parent; there is only one way– your way.

The campaign is a heartwarming tribute to the journey of motherhood, emphasizing the importance of embracing imperfections and unconditionally loving oneself. The advertisement is relatable, genuine, and empowering, making it an excellent initiative for International Women’s Day.

Aastrika Midwifery Centre | #LittleStepsOfChange  

As a marketing agency, we have had the pleasure of working with Aastrika Midwifery Centre. We recently launched a campaign that successfully establishes AMC as a significant contributor in the maternity care sector that is focusing on empowering women through their birthing journeys. The campaign aims to raise awareness of the many little decisions and actions that can impact a woman’s birth experience, including the use of birth plans, working with doulas, receiving respectful labor support, engaging in skin-to-skin contact, and accessing postnatal care.

It focuses on the importance of the little things that contribute to a positive birthing experience. It features clients talking about the little things that made a huge difference in their birthing journey, and a collaboration post with Aastrika Foundation highlighting the importance of the little steps.

Overall, I believe this campaign focuses on small but meaningful details, like a commitment to improving the holistic birthing experience and promoting a sense of calm and comfort for expectant mothers. The creative execution is engaging and interactive, and the client highlights add credibility to the campaign’s message.
Both campaigns hit home by amplifying important messages that need to be heard especially on International Women’s Day. What do you think? Feel free to tell us your thoughts! You can reach out to us on any of our social media handles, our DMs are always open. 😉

In the Spotlight- Vinay Kaushal

Postcard Spotlight is an interview series showcasing young leaders and creative minds who are making their mark with their unique talent and drive.

In the spotlight this week is Vinay Kaushal, a music educator, guitarist, and composer whose versatility shines through in his melodious compositions. Join us as we discover the inspiration behind his work, his creative process and more.

Tell us about your journey – what inspired you to pursue a career in music? 

Music has always been a part of my life. My earliest musical memories are the sounds of my mother playing the sitar. I started playing the tabla around my third standard for quite a few years. The rhythmic instruction it gave me has been invaluable throughout my journey as a musician. 

Jump to my teenage years and the world of rock and roll opened up and I took up the guitar. I loved it and got decently good at it quite quickly. I was that popular boy in school who can strum the chords of Hotel California! People egged me on, and I kept playing – exploring Pink Floyd to Pearl jam. I played a few gigs around town which people loved.

I was studying for my BBA, but really only paying attention to my music lessons, when I realised that I couldn’t pursue any career other than one in music. Luckily I have very supportive parents who understood where I was coming from. As soon as I finished my course, I set off to the Musician’s Institute in Hollywood where I was surrounded by like-minded peers and teachers who made me push myself to be the best I could be. Spending all day every day with my guitar was like being in heaven. 

Share the story behind your most memorable gig or project. 

This is a tough one. Every single one project has something special about it. Most gigs are incredible too. However, recently I played a one hour long gig for an audience of one. A friend had bought her two year old son over who is fascinated by the guitar. I played him some tunes — everything from nursery rhymes to jazz standards and I have rarely had such a rapt audience. I only stopped because his mum said it was his bedtime. The joy on his face when I let him ‘play’ the guitar is something I’ll never forget. It just shows as a musician, you can’t really judge your audience until you’ve started playing.

Composer, performer, educator – as a musician, you wear many hats. If you had to pick just one of these, which one would it be? 

Each of them has their perks. Composing really gives me an outlet for my thoughts and creativity. For me composing and performing go hand-in-hand. However, if I really have to pick then I’d pick being a performer. I love being on stage. There is nothing like playing music to an appreciative audience. Thankfully though, I don’t have to pick!

Tell us about the genesis of your latest single, Reality Check

Reality Check was one of my tunes born during the lockdown. The lockdown was super productive for me as I had the luxury to do nothing else but ideate, write, compose, and produce new music. People know me as that jazz guitar player, but the truth is my rock roots go deep. I was introduced to this band called Widespread Panic by some friends and I was pretty much listening to them on repeat along with bands like  Pearl Jam, Incubus, and Radiohead, among others. Inspired by all these greats, I started playing around with an idea that eventually turned into the melody for Reality Check. My wife wrote some lyrics to the tune and  I laid down the track, composed the vocal melody, and arranged the rest of the instruments. I then sent it to the musicians who I thought would do it the best justice by adding their expertise and magic to the lines I had composed. First, I sent it to Canada to this amazing multi-award winning drummer, Agneya Chikte, who drove a 100 miles across the country to use a private recording studio as everything else was shut because of the lockdown. Jamir is an old friend and a bassist I really admire and he laid down some incredible bass. Finally, I got in touch with Siddharth Basrur, who I’ve been wanting to work with for a long time. And it took off from there. Sid was just awesome as I expected and he nailed it in one take. Not to mention the incredible harmonies he laid down. 

My next single, out on the 18th of December 2020, has similar origins but features Shakthisree Gopalan along with a few other musicians. Do watch out for it!

If you had to describe the experience of giving a TEDx Talk, in three words, what would they be? 

  • Introspective
  • Exhilarating
  • Flattering

What advice would you give to someone aspiring to become a professional musician? 

Firstly, you have to be passionate about music itself. The appreciation you get after a good gig from your audience will only come from all the hard work you put into your craft. You need to practice, practice, practice! 

I have many friends complain to me about their 9 to 5 job, telling me how lucky I am to do anything I want at my own time since I don’t have a day job. How weekends are the only time they get to hang out and let loose a little. 

The funny thing is – while I absolutely love the way my life is on a day to day basis, I miss having a weekend too! I’m working round the clock despite what day of the week it is, and I rarely ever have two days off in a row, forget about Saturdays and Sundays since I’m busy with shows! 

Touring looks cool — but many people don’t realise all the work that goes into it. You have to be prepared to take flights at odd hours, reach your soundcheck straight from the airport, hang around the venue all day until it is time to play your gig, sleep for 3 or 4 hours, catch a flight — repeat. If you’re lucky, you may even get in a few hours to practice your instrument. 

It can be a hustle but if you really want it — it’s extremely rewarding.

What’s the one thing you’ve learnt during or because of the lockdown?

The lockdown was really interesting in my journey as a musician. I’ve always considered writing instrumental music as one of my strongpoints. This lockdown I started writing vocal melodies too — and I really enjoyed the process. I guess I’ve learnt that you can do anything once you’ve put your mind to it.

What are the top three things on your bucket list? 

  • To backpack around South America
  • To perform at the Royal Albert Hall
  • To own a teal-coloured Gibson 335 

If your life were to be a book, movie or web series, what would it be called?

A-minor to A-major

Where can people get in touch with you or see your work? 

People can contact me through my webpage or email for work: www.vinaykaushal.com or [email protected] . They can keep up to date with events and gigs or message me for other stuff by following me on Facebook, Instagram or Twitter


They can also check out my music and stay informed about new releases by following me on Spotify, Apple Music, YouTube, or any other streaming platform.