Rapid fire with Sanjeev Jasani

Our year-ender this time around places the fraternity on the 'hot seat' to answer questions about the year gone by and their expectations from 2024

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Campaign India's year-ender series continues with Sanjeev Jasani, COO, Cheil India.

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 Jasani’s take on it:

Data or gut: In our world, it's a dance-off between data and gut feelings. Think of it like a tango: data leads with facts, gut adds the flair, and together, they create advertising magic. It's the ultimate collaboration – like peanut butter and jelly, but for marketing decisions!

AI - A boon or bane: AI - the ultimate backstage magician of advertising. A boon, of course! It turns data into dazzling campaigns, but just like a magic wand, we need to ensure it's in responsible hands. After all, we wouldn't want AI turning our ads into a stand-up comedy routine without our approval!

A gift you want from Santa: I'd love Santa to gift me a universal remote control that works on clients' expectations. Imagine the power to fast-forward through unrealistic timelines and mute the background noise of last-minute changes.

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

Dear past me, invest in coffee stocks! But on a serious note, embrace change like it's a trend – because it probably is. Flexibility is the new black. Stay agile, stay caffeinated, and enjoy the rollercoaster of marketing madness!

The most valuable lesson you learned from a professional failure this year: Ah, the sweet nectar of failure! This year's lesson: Even the best pitch mounted can flop like a fish out of water. The trick is not to panic but to turn that fish into sushi. Adapt, improvise, and serve it up in a new, more palatable way. Failure is just success in a different costume!

If your New Year's resolution for 2024 had a tagline, what would it be? New year, same me, but with extra glitter: sparkling resolutions and sassy determination. 2024, let's add more sparkle to the chaos and more humour to the hurdles!