Campaign India Team
Jan 28, 2016

'We await what 2016 will bring'

What happened in 2015? What's next, in 2016? Here's what Enormous' Ashish Khazanchi and Ogilvy's Ajay Gahlaut had to say. (part eleven)

'We await what 2016 will bring'
We asked 25 respondents  from advertising, media, marketing and PR to tell us what they will remember 2015 by, and the trends they expect to see in 2016.
Read on for peer predictions – on agencies, long format films, the 30-seconder, digital, mobile, e-commerce, technology, people...  Here's the concluding part of the series.
'More integration, more digital thinking in existing large set ups’
Ashish Khazanchi
Managing partner, Enormous
2015 for me belonged so completely to e-commerce as far as advertising was concerned. You couldn't turn a corner without a new, freshly funded entity staring you smack in the face from the nearest oversized billboard. This was the year when the world woke up to the reality of brand building suddenly being subservient to the next sale.
I'm sure 2016 will be about digital not being talked about like it's something other than the mainstream. More integration, more digital thinking in existing large set ups is the way it'll start moving.
‘We await what 2016 will bring’
Ajay Gahlaut 
ECD, Ogilvy & Mather
2015 has been a bit of a blur. Some things that do stick are a couple of campaigns. The Kinley father-daughter ad we did at the Ogilvy Gurgaon office was very satisfying. Loved the 'Will of Steel' ad for Jindal steel featuring Geeta Phogat, the multiple medal-winning female wrestler. The Tata Sky daily recharge love story series were heart-warming. The Khali ad done by Publicis was very noticeable and made a huge splash in social media. 
It was also a proud moment for Indian advertising when BBDO picked up the Grand Prix at Cannes for the 'Touch the Pickle' campaign.
Dubsmash caught the imagination of the world last year. For once a non-functional and purely entertainment app topped the charts. People went wild uploading videos of themselves on social media lip-synching to songs and movie dialogues. 
Piyush's book 'Pandeymonium' was released last year to a warm reception. That was a lot of fun for all of us at Ogilvy and indeed everyone in the Indian ad industry. 
There was a huge buzz about start ups. Also, lots of speculation about who would succeed and who would fall by the wayside.
Uber created a big splash. There was great excitement about the ease and economy that it introduced into local transportation. Everyone with a smart phone has the Uber app now. And no discussion on today's zeitgeist is complete without referring to Uber and Airbnb.
We await what 2016 will bring. I'm particularly keen to see how the e-wallet scenario will pan out. And how much bigger the mobile phone’s role will become in our lives.
(Part of a feature that appeared in the 8 January 2016 issue of Campaign India)
Campaign India