Campaign India Team
Dec 15, 2022

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...

Year-ender 2022: Would love to see more truth, less BS - Josy Paul
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.
Also read: 


Year-ender 2022: We are excited to bring many new projects online, on-air, and on-ground - Nisha Narayanan


Year-ender 2022: Make the consumer journey a seamless experience - Harshil Karia


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


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


Year-ender 2022: Don't want to see pitches without a cause - Arvind Krishnan


Year-ender 2022: Please quit going to town with low quality randomness - Mayur Hola


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


Year-ender 2022: Traditional agencies have what it takes to deliver experiential/digital ideas better than specialist - Sambit Mohanty


Year-ender 2022: Logic plus magic in the perfect dose is what creative agencies must persevere for - Vineet Singh Hukmani


Year-ender 2022: Tech makes it possible, but creativity makes it brilliant - Rahul Mathew


Campaign India

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