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

Campaign India ends the year with 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 09:51:00 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, Mayur Hola, head of global brand, Oyo, had to say:
 
What do you not want to see in advertising next year?
 

Less

More

Random attention grabs.

Brand building.

Beating your own drum.

Letting the work talk.

Case studies.

Strategic thinking.

We all get that the consumer has ADD. But please quit going to town with low quality randomness. Let’s see consistent, high quality and effective brand building.

Your favourite ad campaign from 2022?

Desi

Videshi

Spotify

Ocean Spray

Cred

Liquid Death

Oyo

British Airways

 
A learning from this year?
 
There’s just so much noise and mediocrity. The only brands that are cutting through are the ones investing in exactly that, brand. And not merely ‘conversation’.
 
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. By not drawing a line between work and life.