Year-ender 2022: Don't want to see meaningless awards-driven drivel — Satbir Singh

Campaign India ends the year by asking the industry what they don't want to see next year, the most-used jargon, the best piece of work from 2022, how they maintained a work-life balance, and more...

Dec 29, 2022 09:54:00 AM | Article | Campaign India Team

Like every year, Campaign India is celebrating the last month of the year by engaging with industry leaders and asking them about the year gone by.


This is what, Satbir Singh, founder and chief creative officer, Thinkstr, had to say:

What do you not want to see in advertising next year?

Meaningless awards-driven drivel. 
Your favourite ad campaign from 2022?
There are quite a few. I’d like to mention a couple that rode technology. Old favourite Old Spice using deep fake technology and a ‘young’ Dolph Lundgren was fabulous. 
Also loved Chipotle’s stock market simulator using crypto craze, actually its waning, with Buy the Dip campaign.

A learning from this year?
Patience. We cannot make up for the two Covid years’ losses in the short term. Will take a while. 
The overused marketing jargon of 2022?
Were you able to maintain your work-life balance this year? If yes, how? If not, how do you plan to correct it next year?
Not really. There was a lot of post-pandemic catching up to do in every sphere of life. Have been thinking of a couple of things to do for a bit now. Hopefully, will devote more time to those.