‘Seven to 10pc of event spends will continue to be in the virtual space’: Piyush Gupta, Kestone

Industry Watch | January 21, 2022 | Feature

Piyush Gupta Kestone

EVENTFAQS Media reached out to stakeholders to understand their views on when they expect a return to ‘normal’ physical events and their ‘highest high’ and ‘lowest low’ of 2021.

Virtual events proved to be a lifeline when physical events ceased during the pandemic and Piyush Gupta, President, Kestone Integrated Marketing Services, believes that hybrid events are here to stay. He expects that Covid-willing, they will pick up from April 2022. 

‘Seven to 10pc of event spends will continue to be in the virtual space’
- Piyush Gupta, President, Kestone Integrated Marketing Services

If we thought 2020 was tough, 2021 was even tougher. We didn’t see the second wave coming and that slowed things down from a business point of view. As an organisation, it was a big blow as we thought the April-to-June quarter will turn out to be one of the biggest considering how 2020 was ending. For everyone in Kestone, that was the toughest period. 

For us the highlight was people. I feel totally proud of the way everyone stood by each other, praying for each other, and jumping in when someone was not available. For me that will be the highlight, always. Kestone has one of the strongest people cultures and that is what we saw coming out in these toughest times.

I think we are moving into the era of hybrid events and that has already started globally. In India, it truly will pick up from April 2022. This is obviously subject to the current projections of how the virus situation will be then. 

Indian organisations will open up early and start the events in March itself, while the MNCs will play a wait-and-watch game. They will jump in only when things settle down globally. I believe, when things open up, close to seven to 10 percent of event spends will continue to be in the virtual space.

EVENTFAQS Media asked stakeholders to recall their ‘highest high’ and ‘lowest low’ of 2021 and understand their outlook for a return to ‘normal’ physical events in 2022.

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