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, Harikrishnan Pillai, CEO and co-founder, TheSmallBigIdea had to say:
What do you not want to see in advertising next year?
I don’t want to see brands using translators and instead use cultural experts while drafting communication to customers in their local language. The amount of faux pas is embarrassing.
Your favourite ad campaign from 2022?
I loved the campaign starring Chatpat, for the NGO SOS Children’s Villages India. Kudos to the team behind it. It is truly one of my ‘I wish I had done it’ campaigns.
One learning from this year?
Well, thanks to the good run we have had, clearly, my takeaway is to be generous while adding zeros to sales targets.
The overused marketing jargon of 2022?
Immersive.
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?
If it means whether I have been able to spend time on non-work things as much as I have on things pertaining to work, I have. Can it be better? Of course. How do I intend to do it? By having a more balanced daily to-do list featuring things for self-alongside things for work.
Also read:
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: Tech makes it possible, but creativity makes it brilliant - Rahul Mathew
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