Year-ender 2022: Don't want to see pitches without a cause - Arvind Krishnan

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 08, 2022 03:17:00 PM | 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, Arvind Krishnan, founder and CEO, Manja, had to say:

 

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

 

  • Noise drowning out the creative voices.
  • Pitches without a cause.
  • Ads that use purpose as mere persuasion.
  • Misguided talks about scaling businesses.

 

Your favourite ad campaign from 2022?

 

Five Star, Do Nothing.

From Manja, it's Bluestone's 'Love is in the little things' campaign. A big brand idea compellingly told across channels. Love the craft that Projo (Prajato Guha Thakurta) has put into every element of this campaign.

A learning from this year?

 

Old learning, but a newfound belief in it: You are what you start.

 

The overused marketing jargon of 2022?

 

Purpose.

 

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?

 

Yes. I don’t define it as two separate boxes. It’s all just one giant circus.

 

Also read:

 

Year-ender 2022: Please quit going to town with low quality randomness - Mayur Hola

 

Year-ender 2022: We forgot we were humans marketing to humans - Titus Upputuru

 

Year-ender 2022: Traditional agencies have what it takes to deliver experiential/digital ideas better than specialist - Sambit Mohanty

 

Year-ender 2022: Logic plus magic in the perfect dose is what creative agencies must persevere for - Vineet Singh Hukmani

 

Year-ender 2022: Tech makes it possible, but creativity makes it brilliant - Rahul Mathew