Year-ender 2022: Would love to see more truth, less BS - Josy Paul
Year-ender 2022: Would love to see more truth, less BS - Josy Paul
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...
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 Josy Paul, chairperson and CCO of BBDO India, had to say:
What do you not want to see in advertising next year?
Would love to see more truth, less BS.! We can do it with real commitment, not purpose washing.
Here’s to more laughter, hugs, peace, dreams, a kind word, mankind, imagination, Santa, the tooth fairy and a kiss that makes a boo boo go away.
Your favourite ad campaign from 2022?
Internationally, the Louis Vuitton ad with Cristiano Ronaldo and Lionel Messi playing chess on a classic Louis Vuitton bag! It grabs you in an instant and keeps you glued longer than a three minute ‘viral’ video. IT makes you want to Google it to know more.
In India I love the Perk 6 secs disclaimers 'Take It Light'! It takes a light-hearted dig at the outrage we see on social media about anything and everything.
And from BBDO India, I like this year’s Ariel #ShareTheLoad campaign #SeeEqual idea that continues to build brand relevance, performance and sales while affecting social change.
One learning from this year?
It takes an enlightened client to rise above the noise of the popular narrative. The truth is, it takes chemistry to make history.
The overused marketing jargon of 2022?
It’s a combination of many things all at once! A breathless rush of “ShortformThumbstopperTechSolution” with a dash of ‘EmpathyAuthenticity’ thrown in!
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?
I prefer calling it ‘work life energy’. My work feeds my life and my life feeds my work. Energy feels a lot more exciting. Isn’t ‘balance’ meant for auditors and book-keepers!! Guess I’m still crazy about advertising after all these years.
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