Year-ender 2022: Use cultural experts while drafting communication in local languages - Harikrishnan Pillai

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...

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Year-ender 2022: Use cultural experts while drafting communication in local languages - Harikrishnan Pillai

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, Harikrishnan Pillai, CEO and co-founder, TheSmallBigIdea had to say:

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

I don’t want to see brands using translators and instead use cultural experts while drafting communication to customers in their local language. The amount of faux pas is embarrassing.

Your favourite ad campaign from 2022?

I loved the campaign starring Chatpat, for the NGO SOS Children’s Villages India. Kudos to the team behind it. It is truly one of my ‘I wish I had done it’ campaigns.

One learning from this year?

Well, thanks to the good run we have had, clearly, my takeaway is to be generous while adding zeros to sales targets.

The overused marketing jargon of 2022?

Immersive.

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?

If it means whether I have been able to spend time on non-work things as much as I have on things pertaining to work, I have. Can it be better? Of course. How do I intend to do it? By having a more balanced daily to-do list featuring things for self-alongside things for work.

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