Industry POV

PG Aditiya, Bodhisatva Dasgupta and Titus Upputuru tell us' What they don't want to see in 2018'

03 Jan 2018

We start 2018, chronicling what's better off left behind in 2017

Generally speaking, it's not a good idea to walk around with a blindfold on. You know, because potholes and all. Also, it would be weird. Even if the world as we know it provides several occasions that make us want to close our eyes and imagine it was all a bad dream, shutting your eyes to problems is not a solution. But there's an exception to the rule. Since we are just three days into the shiny new year and most of you are staggering back into office, hangover cure in hand, there's no better time to bring out the old blindfold and shut out the bad stuff. So what if it's all just wishful thinking at the end of day (or the beginning of the year)? Now is probably the time to imagine a future you want. Such as New Year Resolution #1 'I'm gonna run the world' or #2 'start yoga, get healthy, get aadha-r'. #3 World Peace.

So, dear reader, we gathered some of marketing and advertising's finest minds to tell us what from 2017 they don't want to see repeated in 2018. The changes they want to see at or in work, on their Twitter timelines, Facebook newsfeeds, Instagram stories and in friendly WhatsApp groups. And finally, the life baggage that must be abandoned.

Kainaz Karmarkar, group creative director, Ogilvy & Mather

Work

I don’t want to see people who are not passionate about what we do. To love your work is the key to doing it brilliantly. So I would really not like to see people giving it only half their effort and only half their heart. In the words of Charles Bukowski, “If you’re going to try, go all the way.”

Social Media

I don’t want to see endless bitterness. The freedom to say anything is interpreted by some people as the freedom to be rude, offensive and hurtful. I want to see much less of that in 2018 and see more of humour, supportive behaviour and good writing.

Life

I would love it if I could go through 2018, without having to see anyone I love, family or friends, go away from my life. This automatically means no one I love should die or get angry enough to walk away. The tricky bit about this wish is, it’s possible and impossible in equal measures. But this is what I really wish for, because people are the only thing worth living for.

PG Aditiya, senior creative director, Dentsu Webchutney

When does it really hit us that it’s a new year?

If you work in advertising, a new year is marked by a steady rise in budgets and less haggling with the procurement department.

If you work in digital advertising, it’s marked by a steady rise in budgets with the same level of haggling.

If you work as a vendor to advertising agencies, it’s marked by a hopeful e-mail saying your payments should soon get processed. Should being the operative word.

For me, a new year hits when I can quarantine a bunch of things as ‘That’s so 2017’. When the clichés are called out, and the experiments start rolling in. Now, while hating clichés has become a cliché in itself, it’s the best way to understand how this list has been compiled. So here goes: What I absolutely DON’T want to see in 2018.

Planners asking for green tea in meeting rooms

And upgrading to chamomile isn’t the solution.

Meeting rooms named after pop-culture things.

‘Where’s the meeting?’
‘Devil Wears Prada’
‘Answer the question, please.’

Trail mails with color-coded feedback

Please find my replies in medi-ochre.

Cricketers trying to act in commercials.

Or actors trying to play cricket (watching you, CCL)

More Instagram ripping Snapchat off.

Plagiarism, thy name is competition.

Video conference calls with over five participants.

Add screen sharing for worst case scenario.

Women in advertising expected to work on ‘women-centric’ accounts.

Yes, yes, I’m sure women think ‘Snapdragon’ is what happens when Danerys pisses Drogon off.

Pens as gifts.

Generic gifting, after all, is the one hope keeping all of Parker’s employees intact.

Jokes shared over work Whatsapp groups.

Trouble enough that the group ‘Christmas Campaign Updates’ keeps battling with ‘BOYZZ RULEZZ- Batch of 04’ for attention.

YouTube brand lift Surveys after pre-rolls

Which of these brands do you recall interrupting your viewing of Tiger Zinda Hai’s chartbusters?

Pepsi attempting another in-house agency film

Waiting to see the director’s cut on this of course.

Thank you 2017, for all the fish. 2018, hope there’s more in the sea.


Senthil Kumar, Chief Creative Officer, J Walter Thompson, India

MY THREE DON’TS AND ONE DO.

Work

I don’t want to see the death of a good idea before it grows into greatness.
I don’t want to see young creative people give up on their idea ever.
I don’t want to see the same old ideas in brand new avatars.
I do want to see the unseen, unknown, unprecedented, the original idea.


Social Media

I don’t want to feed on food that someone else is about to eat.
I don’t want to see angry uncles and agony aunts on my feed.
I’d rather stay hungry than feed on fake news and flying saucers.
I do want to see more food for fresh ideas in my social feed.


Life

I don’t want to see human waste in a natural habitat or human traffic in animal corridors.
I don’t want to see dreams die.
I don’t want to procrastinate on possibility and probability.
I want to see and do enough, to tell stories around campfires and giant screens.

Arvind Krishnan, Managing Director, BBH India

Work

I would like to see fewer ads where a celebrity is a strategy and the creative. I think that’s about a third of Indian advertising.

Social Media 

I would like to see less clickbait. Less remarketing. Less media, more social.

Life

Fewer delayed flights. Fewer home games (where we thrash the opposition) next test season.

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