Campaign India Team
Dec 31, 2021

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

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.
 

Also read: 

 

Year-ender 2021: 'Bravo advertising industry India' – Piyush Pandey

Year-ender 2021: 'TV and digital will grow and content will glow' – Megha Tata 

Year-ender 2021: 'We will start going to space for a day trip' – Malaika Arora 

Year-ender 2021: Swati Bhattacharya on the one thing that will drop from case videos 

Year-ender 2021: 'We will see whacky, fun, bizarre humour again' – Prasoon Joshi

Year-ender 2021: 'AI solutions will start becoming mainstream in 2022' – Apurva Chamaria

Year-ender 2021: 'We have done magnificently well to bounce back as an industry' – Rana Barua 

Year-ender 2021: 'I have improved my social media presence considerably' – Hrishikesh Kannan

Year-ender 2021: ‘We shall see a Metaverse radio world’- Abraham Thomas

Year-ender 2021: 'This year has memories that I will always learn and lean back on' – Babita Baruah

Year-ender 2021: 'We will have to prove our worth to the planet' – Poran Malani

Year-ender 2021: 'Believe in people, their resilience and their creativity' – Gautham Narayanan

Year-ender 2021: ‘We aimed at bringing about a change in attitude towards vaccine hesitancy’ - Prathyusha Agarwal

Year-ender 2021: 'Hopefully, the only mask we will need to know of, is the one you wear to a masquerade party' - Anil Nair

Year-ender 2021: 'Policymakers will take note of long-pending requests from the radio industry'- Nisha Narayanan

Year-ender 2021: 'New age Indian brands will be seen adopting metaverse advertising'- Rahul Mishra

Year-ender 2021: 'The relationship between real and virtual is growing more complex' – Titus Upputuru

Year-ender 2021: 'We have started our walk towards having more global champions' – Rahul Trehan

Year-ender 2021: 'Don’t take anything for granted' – Sam Balsara

Year-ender 2021: ' Traditional retail will be back with a vengeance' – Ninad Umargekar

 

 

Source:
Campaign India