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

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, Vineet Singh Hukmani, founder, CEO, GreatSong.world and former managing director, 94.3 RadioOne, had to say:

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

Linear storytelling. Indians are wanting to be taken by surprise and more so every day! They would love to see more disruption in the manner in which a brand tells its story. Of course, the execution of a disruptive concept is equally challenging! I would love to see an Indian brand do what Belvedere Vodka did with Daniel Craig! I would also like to see songs/music used in an impactful way to tell a brand's story!

Your favourite ad campaign from 2022?

The Samsung Galaxy S22 spider ad and the 911 Apple watch ad. Both use real and strong product differentiators but create such a memorable emotional connect. Technology coupled with everyday ‘instant emotion’ seems to create winning combinations. 

One learning from this year?

Logic plus magic in the perfect dose is what creative agencies must persevere for! And each time you look at a different media for your creative, you must relook at the logic plus magic equation. The learning is that we need to give ourselves more room and time to create engagement blockbusters.

The overused marketing jargon of 2022?

‘Social proof’. It is used so freely but there is no metric to judge how much social proof is social proof. And of course is this proof, a proof of conversion? 

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?

When your work is your passion you end up finding relaxation and unwinding by doing better work. The reward for good work is more work! I would like to travel more globally and collaborate with musicians across the world.