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...

Dec 28, 2022 09:08:00 AM | Article | Campaign India Team Share -

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.