Year-ender 2022: Less is more, and maintaining the quality of content should bear better outcomes — Shrenik Gandhi

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 09:03:00 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, Shrenik Gandhi, co-founder and CEO, White Rivers Media, had to say:


What do you not want to see in advertising next year?
Digital advertising is evolving quickly with a deeper understanding of user behaviour patterns and newer technologies. However, one thing that remains important is being relevant. We are entering a world of more advancements and technologies, like Web 3.0, that might change the face of advertising. Being on top of the martech solutions, assessing and choosing the right social media platforms, along with thoughtfully planned word-of-mouth or influencer marketing, is the way forward. 
Your favourite ad campaign from 2022?
This year, Unacademy has executed some of the most creative ad campaigns. Unacademy harnesses the power of an ever-active student community for virality and devises campaigns based on relevant student insights. 
A learning from this year?
Creating impactful content will take a brand forward in the long run. Bombarding content just for the sake of being consistent can do more harm than good. Less is more, and maintaining the quality of content should bear better outcomes.
The overused marketing jargon of 2022?
Uniqueness is becoming very common nowadays as thousands of brands develop new ideas. So, the compelled need to do 'something new' or 'something quirky' to make a brand stand out without any plausible feature or explanation is actually damaging the brand value. Going overboard just for the sake of forcibly coming up with something out of the box can sometimes take away the real charm of the content. Understanding where to draw the line is a subtle art. 
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?*
I have achieved a good work-life balance by giving due respect to both aspects - work and life, and I want the same for all employees. 
Now that we all have the flexibility to work in a hybrid model, people are finding more time to spend with loved ones. I encourage people to take necessary breaks to rejuvenate for better productivity and calmer life. At WRM, we thrive on the core philosophy of 'being the most'. This ensures that we always give our most to the world of advertising in the most effective way possible.