Year-ender 2022: The industry needs to re-think dubbed ads - Anshul Ailawadi

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, Anshul Ailawadi, head – youth, music and English entertainment, Viacom18, had to say:

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

Dubbed ads on digital platforms. Every region within the country is unique. If brands want to look at language versions, they should shoot different creatives rather than show dubbed ads.

Your favourite ad campaign from 2022?

The Whole Truth ad series stood out for me. It was a clutter-breaking and refreshing campaign. Tongue-in-cheek and witty, yet informative.

One learning from this year?

This is the time to question every single norm or practice that is considered as ‘conventional wisdom’. This will enable us to do ‘more with less’ because 2023 will call for a level of resourcefulness and rationalisation on all fronts, the likes of which we’ve never seen before.

Most overused marketing jargon of 2022

Honestly, nothing comes to mind.

Were you able to maintain work-life balance this year? If yes, how? If not…

I’m definitely getting better at it. Post covid, there’s this realisation that one needs to make the most of today. Plus we’ve all gotten better at managing our workload with remote working and tech tools.