Campaign India Team
Dec 28, 2022

Year-ender 2022: Still need a strong idea to stand out amongst the clutter - Sanjeev Jasani

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...

Year-ender 2022: Still need a strong idea to stand out amongst the clutter - Sanjeev Jasani

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, Sanjeev Jasani, COO, Cheil India, had to say:

 
What do you not want to see in advertising next year?
 
Brain drain: There was a time when agencies attracted some of the best minds in the business. Not anymore. I sincerely wish we can attract good talent to this wonderful profession.
 
Fake pitches: I would like to see some real pitches and not those where clients simply do it to fish for ideas or just to lower the fees.   
 
Agencies creating cause related advertising only for awards but not really standing behind the cause.
 
Your favourite ad campaign from 2022?
 
There have been a few:
 
Five Star Everywhere
 
 
Oyo 'Assi Reach Gaye'

InDriver 'Aapki Marzi, Aapki Ride' 
 
Cred 
 
A learning from this year?
 
Inspite of AI, ML, tech and all the new advancements creeping into advertising, we will still need a strong idea to stand out amongst the clutter.
 
The overused marketing jargon of 2022?
 
ROI (return on investment). I’ve begun to realise that when people don’t want to try new things and want to do more of the same without pushing themselves they say “there is no ROI in this” … makes me cringe.
 
Were you able to maintain your work-life balance this year? If yes, how?
 
Yes, I did. You need to love something a bit more than your work alone to create that balance. This will make you look forward to it and help you find the time for it.
Source:
Campaign India

Related Articles

Just Published

1 day ago

Microsoft to retire Xandr DSP in favour of an ...

After acquiring the DSP from AT&T in 2021, Microsoft’s priorities began to shift more to the sell side, with AI at the forefront.

1 day ago

Apple leads as US dominates Kantar's Top 100 Global ...

As US brands dominate the top 10 in Kantar's BrandZ 2025 ranking, Chinese companies and APAC players like Airtel are rapidly gaining ground, signalling a shifting balance in global brand power.

1 day ago

Affordable, not cheap: Cracking the code on value

Affordable brands thrive by meeting emotional needs, using smart packaging cues, and moving beyond price cuts, explain Ipsos India’s UU and Synthesio lead and country chief client officer.

1 day ago

Rust never sleeps, but it can be outsmarted

AM/NS India’s new ad pits steel tech against cartoonish corrosion, turning rust into the most animated villain this side of Hollywood.