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

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...

whatsapp 0 whatsapp 0 Facebook 0 Tweet 0 linkedin 0

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

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, Arvind Krishnan, founder and CEO, Manja, had to say:

What do you not want to see in advertising next year?

Noise drowning out the creative voices.
Pitches without a cause.
Ads that use purpose as mere persuasion.
Misguided talks about scaling businesses.

Your favourite ad campaign from 2022?

Five Star, Do Nothing.

From Manja, it's Bluestone's 'Love is in the little things' campaign. A big brand idea compellingly told across channels. Love the craft that Projo (Prajato Guha Thakurta) has put into every element of this campaign.

A learning from this year?

Old learning, but a newfound belief in it: You are what you start.

The overused marketing jargon of 2022?

Purpose.

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?

Yes. I don’t define it as two separate boxes. It’s all just one giant circus.

Just Published

Marketing

1 day ago

Campaign India Team

89% of CMOs predict growth in their marketing ...

Nearly 59% of CMOs expect that in the next five years, their revenues will come from products, services, or businesses that don’t yet exist, finds Dentsu's 2024 CMO Navigator survey.