Rapid fire with Sambit Mohanty

Campaign India's year-ender series continues with Sambit Mohanty, creative head, McCann. 

This year, we're reaching out to the advertising, media and marketing communities, and asking them to give quick, crisp answers to a set of questions intended to highlight the highs and lows of the year gone by, and their take on technology advancements.

Here's Mohanty's take on it:

Data or gut: Gut

AI a boon or bane: Boon - ask art directors how Mid-journey has made their life easier. AI is still however a tool that’ll keep evolving but without an idea that resonates with people, it’ll remain soulless.

A gift you want from Santa: That everyone in my team gets their cherished scripts through in one shot - minus any iterations.

One piece of professional advice you would give to your past self at the beginning of 2023:

Listen to understand and not necessarily to respond.

The most valuable lesson you learned from a marketing failure this year: Never cut corners on the CGI - a lesson well learnt from the box office performance of Adipurush.

If your resolution had a tagline for 2024, what would it be? Good things come to those who wait.

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