Year-ender 2022: We forgot we were humans marketing to humans - Titus Upputuru

Campaign India ends the year with 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 01, 2022 09:49:00 AM | Article | Campaign India Team

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 Titus Upputuru, founder, Titus Upputuru Company, had to say:
 
What do you not want to see in advertising next year?
 
More human work. Show the vulnerable, the vain, the weak, the foolish side of humanity. 
 
Your favourite ad campaign from 2022?
 
There weren’t that many this year, were they? Of the lot, I quite liked the Apple Escape the Office film. I think it may have resonated with me because I was leaving my corporate job and was starting on my own.

A learning from this year?
 
You can live more than one life in your lifetime. 
 
The overused marketing jargon of 2022?
 
Tech, tech and tech. We forgot we were humans marketing to humans. 
 
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?
 
Oh yes. In the middle of the year, I had quit my cushy job at Taproot and Dentsu. It’s only after that I began to fully realise what unnecessary stress I had put myself to for many years. The freedom to choose what to work on, how to work, and when to work, is amazing. 
 
(Campaign India will also be rolling out a vox pop on its website and social media channels, with comments, actions and reactions from our industry friends. This will be out real soon - stay tuned!)