Year-ender 2021: 'Stop sounding the death knell for our business' – Rahul Mathew

We ask industry leaders for their learnings from 2021, and an outrageous prediction for the year to come

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Year-ender 2021: 'Stop sounding the death knell for our business' – Rahul Mathew

Campaign India is ending the year by asking industry leaders about what this year taught them and an outrageous prediction for 2022.

Here's what Rahul Mathew, chief creative officer, DDB Mudra Group, had to say.

Your stand-out moment or learning from 2021?

It’s been a collection of stand-out moments that have lead to one big realisation.

Inspite of all the after shocks of 2020 and the fresh quakes, early in the year, 2021 gave us numerous occasions to celebrate our creativity as an agency - our second Grand Prix at Spikes Asia, one of the only two Golds from India at Cannes, number one in India and Asia in the Warc Effective Agencies ranking.

Who would have thought a year like this would became one of our best years for work. Which lead to the realisation - that the one thing the pandemic took away from all of us was predictability. And I think the absence of the comforting blanket of predictability, made us and our clients braver; in what was being created and what was being bought.

So while in 2022, I hope we get back to life before the pandemic, I wish we continue to create like we’re in one.

An outrageous prediction for 2022?

As an industry, we stop sounding the death knell for our business, instead collectively work towards more value, respect and swag for all. Doesn’t sound outrageous, but we’ve not yet shown we’re capable of it.

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