Explains Mr Kapur: "Experience from the Internet where there's continuous interactivity with consumers will prompt advertisers to seek similar interactivity in the brick and mortar world. We will see a significant switch from traditional advertising to other means of connecting with consumers."

Mr Sunil Gupta, executive vice-president & general manager, HTA, predicts that the future trend will converge on fee-based systems, focus on productivity and cross-functional brand team approach in agencies, squeezed margins, difficulty in attracting talent to the industry and more non-mass media initiatives.

"In 2001, the biggest risk is not to take a creative risk. Use more humour in advertising and get people to like your advertising," recommends Mr Gupta.The key for effective offline advertising in the new year is going to be the ability to provide seamless integrated communication to the client, suggests Mr Ishan Raina, managing director of Euro RSCG. "We will have to create structures and systems to ensure that internal turf issues, egos et al do not come in the way of this. Only then will the client treasure their partnerships with us," adds Mr Raina.

In the highly competitive advertising arena, Mr Raina predicts that strong players will become stronger in 2001. As clients will demand integrated marketing communications from agencies, ad folk will need to move away from just letter head divisions for direct marketing, public relations, events, interactive communications under one roof, insists Mr Raina. "Further consolidation with more medium-sized agencies merging with larger global networks is expected," adds Mr Raina.

Echoing similar views, the Advertising Agencies Association of India (AAAI) president Mr Ramesh Narayan expects a marked polarisation in the Indian ad industry. "I see a trend towards a consolidation drive in the industry. In 2000, the proliferation of the new media has in fact strengthened the traditional media. To popularise Websites, online companies will still seek effective offline advertising in 2001," adds Mr Narayan.

With increasing competition and economic recovery, the demand for advertising will continue to increase, comments Mr MG Parameshwaran, executive vice-president, FCB-Ulka. "The growth should pick up in mid-2001, and gain momentum thereafter. In 2001 ad agencies will have to focus on `adding value' to their clients' brands through better strategies, creativesand CRM programmes," adds Mr Parameshwaran.

In sharp contrast to these views, Mr Nakul Chopra, president, Ambience D'arcy says that there will not be any major changes in the advertising trends in 2001. "In the last five years, the Indian ad industry has truly become highly competitive. Like yesteryears, clients will measure an ad agency's performance with the result the advertisers get through advertising," elaborates Mr Chopra. According to Mr Chopra, Indian ad agencies will now be forced to look beyond mere advertising that communicates the merits of the brands in 2001. "Also the focus now shifts from integrated marketing approach to brand optimisation - which is optimising the contact of the brand at every point in consumers lives," observes Mr Chopra.

Yet another hot tip for effective offline advertising comes from Saatchi & Saatchi head honcho Mr Shantakumar. According to Mr Shantakumar, there is one form of advertising which is communicating to the customer wherever and whenever possible. "The best learning comes from people...I suspect that there are far too many stereo types of the Indian consumer and these exist only because we are too lazy to find out more and too indolent to change the norms," sums up Mr Shantakumar.