Campaign India Team
Dec 12, 2022

Year-ender 2022: Stop all references to casual misogyny and stereotyping - Geet Nazir

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: Stop all references to casual misogyny and stereotyping - Geet Nazir
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, Geet Nazir, managing partner, Conran Design Group Mumbai had to say:
What do you not want to see in advertising next year?
Not just in advertising but as part of a larger discourse, I feel it’s time to rest all references to casual misogyny and stereotyping of any kind, gender or otherwise. Brands must take ownership of their role in influencing these shifts, and be part of a larger, more responsible narrative. Only then can we address and overcome biases and unspoken barriers, making thoughtful connections and ultimately a meaningful difference.
Your favourite ad campaign from 2022?
As advertising campaigns go, Havas Middle East’s ‘I’m Possible’ campaign for Adidas, which launched earlier this year, is one of the best I have seen. It was a fitting successor to their earlier award-winning ‘Liquid Billboard’ campaign from 2021. The reason for this is the impact the campaign had on the unspoken barrier facing women in sports in that region. Without losing the energy intrinsic to the Adidas DNA, this campaign meaningfully addressed a very important cause and left its imprint. That said, I would have to say that close to my heart is the recent corporate rebrand that Conran Design Group Mumbai impacted for Zydus Lifesciences Limited. What makes it special is the patient-centric and innovation-led spirit of the brand, and the fact that it was one of our first deliveries for the India market.
One learning from this year?
The overused marketing jargon of 2022?
We are all guilty of one or more of these from time to time. But I would have to say that I am ready to forget ‘ the new normal’.
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?
Work-life balance took on new meaning this year with the excitement of being back together and feeling the workplace energy - a driving force in all that we achieved through the year. Personally, this year I achieved work-life balance better than in the past, simply because of how much was put into sharper perspective during the lockdown. Armed with the benefit of this hindsight, I am now better equipped to enjoy equally, the joy of being both at and outside the office.
Campaign India

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