Year-ender 2022: Don’t want to see underpaid and overworked creative people everywhere - Ira G
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 Ira G, executive creative director, Toaster India, had to say:
What do you not want to see in advertising next year?
Tokenism! Also don’t want to see underpaid and overworked creative people everywhere.
Your favourite ad campaign from 2022?
The Greatest from Apple and some of the cool work by Liquid Death.
From Toaster India - loved our ‘Bolne Se Sab Hoga’ campaign for Google India (Sriya Lenka and Nikhat Zareen)
A learning from this year?
That trust, intuition and an open mind are still core to our business.
The overused marketing jargon of 2022?
It’s not jargon but Cred - let’s do something like Cred is what I think everyone heard a lot in 2022.
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?
A lot of people you covered dismissed the work life balance by saying it isn’t two separate boxes and let’s call it energy etc - let’s first admit it was and continues to be a huge problem in advertising. People are forced to work ridiculous hours, meet ridiculous timelines, sacrifice weekends, and essentially not have a personal life. Leaving at 6pm is considered 'half day' in a lot of agencies.
I was able to strike a healthy work-life balance this year because Toaster is WFH. My partner (and CBO at Toaster) Bhawika and I decided that Toaster wouldn’t go back to traditional ways of working. Every single person in our office supports this fully - we have people in Delhi, Goa, Dharamshala, Nathuakhan, Jaipur, Chandigarh, Assam all living their best lives and giving their absolute best at work. We will continue doing this in 2023 also.
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