Campaign India's countdown to the end of the decade will feature leading names from the marketing and communications fraternity. We ask senior executives from the advertising, marketing and media fraternity about the last 10 years and the year to come.
Here's what Arvind Krishnan, managing director, BBH India, had to say:
One piece of work in the last decade that you wish you had created/worked on? Why?
Meet the superhumans, by Channel 4.
I was living and working in London when this campaign broke. I remember watching it for the first time on TV and my mind stayed on it long after it passed.
The ad reframed disability. Most of the communication around Paralympics/disability has been designed to evoke compassion. Whereas this campaign turned it on its head. It challenged you as an able individual and that was its power.
They followed it up for the next Paralympics as well with 'yes i can'. another beautifully crafted piece of communication.
I think this was a perfect marriage of intelligence and magic. Of craft and guile. Definitely my favourite from the last 10 years.
If hindsight is 20/20, what is the one thing that you could have done differently in the last decade?
Oh, where do I begin? I'm not one to say I'll change nothing. So this is a tough question for me. There are many things that I would have done differently. but I had to choose one it would be one of these.
a) Charged more for our work
b) Said no more often
c) Own the rights to some of the work we've created
d) Taken more risks with the work
e) Taken more trips back home to Chennai
f) Spent more time in our office in Delhi
g) Spent less money on sneakers
i) Retained some great people
j) Let go of some people faster
k) Let go of some clients faster
l) Pitched lesser
m) Whined lesser
n) Write shorter decks.
o) Write shorter answers.
One skill that you would want to pick up in 2020 and why?
Surfing. Because you know...