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<ul><li> As we come to the end of 2021, most of us are entering 2022 with a lot of hope and positivity. </li><li>Despite the challenges, 2021 turned out to be a good year in terms of the campaigns our creative agencies churned out. We saw many heartwarming, thought-provoking, quirky campaigns that won our hearts through the year.</li><li>In today's edition of our year-ender series, we talk to the best storytellers from the Indian advertising world and they tell us their expectations from 2022.</li></ul>2020 was one of the most difficult years we have faced in recent times which brought with it massive challenges. With people stuck at their homes, many of the traditional mediums witnessed a huge drop in spending. 2021, therefore has been a year of slow recovery. While the first half of the year was, in some ways, even more challenging, owing to the havoc the second wave of Covid-19 wreaked, things have been steadying slowly. The second half of the year has seen consumer sentiments slowly moving towards positive and it has been a good festive season. GroupM in its recently published report gave some positive news, that the industry is recovering much faster than earlier anticipated. And there have been signs of the green shoots too with different mediums recording good growth. BARC recently revealed that the November ad volumes for Television stood at 156 million seconds, 3% higher than 2020 and 31% higher than 2019. Meanwhile, Digital has been witnessing steady growth. Magna’s recently released report noted that digital ad formats grew by +20% (APAC average: +23%) to Rs 21,400 crore, while traditional media rose +12% to Rs 44,300 crore. The report also predicted a good recovery for traditional mediums like Print that were impacted due to the pandemic. For mediums like OOH and Experiential, the recovery is slower but again, the hope is 2022 will bring some cheer. With consumer sentiments turning positive and brands’ increasing willingness to spend more on advertising, things seem to be on the mend for now. However, even in a year when AdEx had been impacted, our creative agencies came up with some beautiful campaigns to make the year just a little better for us. From CRED’s Indiranagar ka Gunda to Mondelez’s reimagining of its iconic cricket stadium ad for Cadbury Dairy Milk, we have seen some heartwarming ads that made the year just a little more bearable. Meanwhile, a lot of brands also moved towards purpose-driven marketing. We also saw agencies come up with wonderful ideas to solve consumer problems. So, there was a shift from hard-selling to storytellers also becoming problem-solvers and this is a trend we hope stays. It will all be about going that extra mile, doing some good for the society. We will continue to see a lot of these trends in 2022 as well, but there is more in store. While the industry is moving towards the next year with cautious optimism, we spoke to a few experts from the advertising industry to understand what we can expect from 2022, and here is what they had to say: <keyword id="269997" type="General" weightage="20" keywordseo="amer-jaleel" source="Orion">Amer Jaleel</keyword>, Group CCO &amp; Chairman, MullenLowe Lintas Group The Rise of Regionalism in Advertising At one level, people are becoming more like each other. But look closer and you’ll see more alike, yes but also differently alike. Regionalism undoubtedly will be one of the dominant themes in the coming years, and this does not mean the archaic translations or redubbing of Hindi work that we used to churn out as a matter of course. As people receive more culturally relevant content to where they hail from or reside, we will see them shift towards themes and propositions that appeal to them. We see a confidence among people to claim their cultural territory and ask for entertainment that is more skewed towards them. And because you are viewing, not reading anymore, you can enjoy or be entertained or educated or moved in the nuances and the fine differences of the community you belong to, rather than be part of a generic mass. What that’ll mean to the creative process and production process you can only imagine in a country such as ours. Per piece, per project budgets will keep getting squeezed but overall outlays will go through the roof and marketing costs are bound to explode. It’s interesting times for a creative partner to both strategise in depth and create a plethora of gloriously unique work for the same brand over differentiated audiences. The more the frenzier, ha ha.” <keyword id="3844858" type="General" weightage="20" keywordseo="kainaz-karmakar" source="Orion">Kainaz Karmakar</keyword> &amp; Harshad Rajadhyaksha, CCOs, <keyword id="138018" type="General" weightage="20" keywordseo="ogilvy" source="Orion">Ogilvy</keyword> India Seniors will learn from juniors The pace with which new media and technology are integrating themselves into advertising, we can either up-skill or pack up our egos and leave. This is the truth. The faster we internalise it, the clearer we will be about our future. If this clarity leads us to acquiring new skills, then the best teachers are the youngest people in our offices. They were almost born with a smart phone in their hands. We had to learn to live with devices and apps. They can’t imagine living without them. Technology is blood to them. Add to that the immortal enthusiasm of their youth. An hour in their company is like reading an entire issue of The Wire. We should invest in these kids. Not just money but also our time. Learning something new from them is much more fun than whatever administrative meeting we are missing to do this. The fabric of advertising as we know it is changing. It’s terrific to be a part of this change, even if it means going back to being a student. Most of us had the best time of our lives when we were students. Only this time, our teachers are younger and cooler than us. <keyword id="1106781" type="General" weightage="20" keywordseo="rahul-mathew" source="Orion">Rahul Mathew</keyword>, Chief Creative Officer, <keyword id="910338" type="General" weightage="20" keywordseo="DDB-Mudra-Group" source="Orion">DDB Mudra Group</keyword> Valuing, Supporting and Protecting Talent This actually isn’t a new trend, it’s going back to what this business was built on – talented people. I can’t remember who said ‘Advertising is the only business where our biggest asset leaves out of our front door every day’. But it’s the most important truth of our business. One we’ve been guilty of forgetting, often. And with work-from-home, while our talent may not be walking in and out everyday, they are getting woo-ed everyday - by in-house agencies, other creative pursuits, start-ups with more money or just by the promise of a better work-life balance. So, if we do not double down on our efforts to make our talent feel valued, supported and protected; we will not have the talent to call ourselves a creative industry. <keyword id="3616322" type="General" weightage="20" keywordseo="arun-raman" source="Orion">Arun Raman</keyword>, Chief Intelligence Officer, GREY Group India 2022: Happy Brave Year The last 2 years were all about ‘Safety First’. Any action perceived as risky, was quickly branded as irresponsible by all and sundry. And we were all forced to put our heads down and keep our distance from the unknown. Covid, particularly the Delta variant, made marketing prudent too. At a time when there were tectonic shifts happening in consumer behavior, in cultural markers and even in business models, prudence was the operative word. Protection of market shares and protection of bottom-lines were the extension of protection at home. After all, aren’t marketers human first, consumers next and sellers lastly! I predict 2022 to break these self-imposed protectionist mindset by my marketing counterparts. Most have adeptly adapted to the new business models and the new way of consumer behavior. We are already seeing green shoots of big ideas re-surfacing. Big Bold Heroic Brand Ideas. That always are by-products of brave adventurous marketers. I think 2022 will be the Return of Bravery in our industry and the beginning of the end of the pandemic infused risk-aversion. <keyword id="2932117" type="General" weightage="20" keywordseo="amit-wadhwa" source="Orion">Amit Wadhwa</keyword>, CEO India, dentsu Creative Amalgamation of Creative with Data, Technology and Digital 2021 has been a year that has had possibly the most ups and downs. Right from starting the year on a bullish note to seeing the biggest challenge with the second wave both from a business and people wellness front to finally coming out of it and closing the year on a high. The one thing that 2021 taught us was that it’s good to be ambitious but ‘cautiously ambitious’ rather than ‘bullishly ambitious’. So I guess we enter 2022 with this wisdom but there is so much more that we would need to focus on. One thing that I feel extremely passionate about is that we are in the business of creativity and our core is and will always be ‘creative’. And while I say this, we are living in an extremely dynamic world where right from methods of mining insights, ideas reaching consumers to consumers experiencing brands are all changing. 2022 will be a landmark year where creative agencies will see an even bigger transformation of the amalgamation of creative with data, technology and digital as the boundaries will vanish much faster this year. And agencies that are not ready for this change or are reluctant will face the heat while the ones who are better prepared and want to embrace the changing world will prosper. With our investments in data, tech and digital, I am all excited to embrace 2022. <keyword id="1505615" type="General" weightage="20" keywordseo="Ashish-Khazanchi" source="Orion">Ashish Khazanchi</keyword>, Managing Partner, Enormous 2022: The year of getting back to normal The pandemic was a true test of character of people, teams and organisations. While there certainly was a big drop in businesses and toplines, what was at stake was organisations' humanity. People in organisations everywhere dealt with the kind of uncertainty they never were faced before. Uncertainty of livelihoods, careers and sanity amidst surmounting work pressures. The better organisations, in my opinion, made sure that their people were taken care of at least as much as their businesses. When the specter of lockdowns was a little bit behind us, we saw a simple trend both in terms of people and companies. The ones with initiative thrived even in the midst of a terrible external situation. Anyone who did not take easy ways out, like the typical bottomline managers do, by cutting costs rather than working on newer avenues of organisational growth, are going to be the true hero companies of tomorrow. They've tasted success and now when the tides are turning, they're going to be unputdownable. 2022 will see business return to near normal, I would predict the number of pitches to go through the roof from about March. The ones with the best people and processes and creative products, will win 2022 by a mile. <keyword id="1970421" type="General" weightage="20" keywordseo="emmanuel-upputuru" source="Orion">Emmanuel Upputuru</keyword>, Chief Creative Officer, Cheil Entering a year of new adventures While the novel Covid-19 virus visited our planet last year, we bore the brunt of it this year. But as we come to the end of 2021, we can only look forward to the coming year, with lessons, hope and confidence. I believe the biggest positive is that so many possibilities have opened up suddenly for talent, companies and brands. We have entered an era where we have to deal with not just uncertainty, but with the unknown. There is a sense that anything and everything is possible today. Some can face it with fear, others with hope and a belief. But as the virus, the human race is also adapting, mutating if I may say so. So many exciting things are happening around us. Metaverse, Blockchain, NFTs, DAOs. Big brands have already entered these spaces. It looks so exciting, like an adventure. I am reminded of the song that my daughter loves and (hates it when I sing), “Don't you know there's part of me That longs to go Into the unknown? Into the unknown Into the unknown

Trends 2022: Where advertising is headed in the year to come

<ul><li><keyword id="107877" type="CITY" weightage="20" keywordseo="Samsung-India">Samsung India</keyword> launches a new campaign to promote its <keyword id="9984689" type="UNKNOWN" weightage="20" keywordseo="galaxy-s21-ultra">Galaxy S21 Ultra</keyword> 5G.</li><li>The campaign is conceptualised by <keyword id="880130" type="COMPANY" weightage="20" keywordseo="Cheil-India">Cheil India</keyword>. </li></ul>They say a picture is worth a thousand words. We say a picture is worth many pictures! <keyword id="10591" type="CITY" weightage="20" keywordseo="Samsung">Samsung</keyword> India launches an epic campaign that showcases the prowess of Galaxy S21 Ultra 5G and its revolutionary 108MP pro-grade camera. Introducing #EpicDreamsOf21: For the first time ever, one can witness 21 unique dream shots captured in one epic shot! Conceptualised by Cheil India, it brings 21 epic dreams to life like never before. Our insights showed dreams of our consumers this year were very different from any other year. Simple things in life like going outdoors, eating at a restaurant, hugging a loved one, travelling, family get-together and celebrations, all of which were once a normal had turned into dreams. Dreams that are actually 21 different stories, all captured in one shot. With the highest resolution possible on a smartphone, <keyword id="173725" type="ORGANIZATION" weightage="20" keywordseo="Samsung-Galaxy">Samsung Galaxy</keyword> S21 Ultra 5G camera lets one take an epic photo in such detail that you can crop multiple shots with true-to-life details and hues. The vision of the campaign has been brought to life by award-winning film director Daniel Zenas Upputuru and shot by ace photographer <keyword id="7108369" type="UNKNOWN" weightage="100" keywordseo="Avani-Rai">Avani Rai</keyword>. The campaign epitomises a one-of-its-kind experience for Samsung consumers through its unrivalled picture quality and luxurious design. The microsite is now live: <div type="Youtube" id="O4CgWhu9TxE" title="#EpicDreamsOf21 | 1 epic shot. 21 crops captured #withGalaxy S21 Ultra 5G | Samsung" thumbUrl="https://i.ytimg.com/vi/O4CgWhu9TxE/mqdefault.jpg"></div> “At Samsung, we believe in innovations that enable our consumers to do what they can’t. With our latest campaign, we are excited to showcase the power of Galaxy S21 Ultra 5G’s pro-grade 108MP camera in an innovative manner. Photography enthusiasts can now click high-resolution images with its 108MP camera and crop it into many pictures without compromising on the quality,” said Aditya Babbar, Senior Director and Head, <keyword id="691908" type="ORGANIZATION" weightage="20" keywordseo="mobile-marketing">Mobile Marketing</keyword>, Samsung India. “We created a surreal visual journey of simple things in life that we missed in 2020 and turned them into #EpicDreamsOf21. This was captured in one epic shot in a setting we all wished to be in – the outdoors, using the power of 108MP of Galaxy S21 Ultra 5G. Every dream composition within the #EpicDreamsOf21 was inspired by a work of art brought to life using a cast of over 40 models posing for the epic photograph,” said <keyword id="1970421" type="PERSON" weightage="20" keywordseo="Emmanuel-Upputuru">Emmanuel Upputuru</keyword>, Chief Creative Officer, Cheil India.

Samsung's new campaign, featuring Avani Rai, is the weaving together of 21 shots into one shot

<ul><li><keyword id="177378" type="COMPANY" weightage="20" keywordseo="Cannes-Lions">Cannes Lions</keyword> today announced the Radio &amp; Audio Lions and Mobile Lions, the Creative Business Transformation Lions, Creative eCommerce Lions, Brand Experience &amp; Activation Lions, and Creative Effectiveness Lions, Innovation Lions, and the Young Lions Marketers Award.</li><li>FCB Interface wins another Bronze Lion for 'The Punishing Signal’ campaign in Brand Experience &amp; Activation category.</li><li>Dentsu Webchutney picks two more metals on Day 4, bringing its tally to 7.</li></ul>It is Day 4 of <keyword id="11254454" type="UNKNOWN" weightage="20" keywordseo="cannes-lions-2021">Cannes Lions 2021</keyword> and India has picked up four metals out of 21 shortlists across five categories. FCB Interface has added yet another Lion to its laurel as it won one more Bronze for 'The Punishing Signal’ campaign in Brand Experience &amp; Activation category under sub-category Not-for-Profit/Charity/Government. So far, FCB India and the Mumbai police’s campaign has won seven metals including one Gold, three Silver, and two Bronze Lions under Health &amp; Wellness, PR, Outdoor and Brand &amp; Activation Lions. Speaking on the win, Robby Mathew, Vice Chairman &amp; CCO, FCB Interface, said, “Absolutely delighted. I really wish we had entered it in more categories.” Dentsu Webchutney also continues its winning spree on Day 4 by adding another Bronze and Silver to its metal tally. The digital agency has won a Bronze Lion for Swiggy Instamart’s ‘The Better Half Recipes’ campaign under the Creative eCommerce (cultural insight) category. <div type="Youtube" id="mawkqC5WkIY" title="Swiggy Instamart | The Better Half Cookbook" thumbUrl="https://i.ytimg.com/vi/mawkqC5WkIY/mqdefault.jpg"></div> Dentsu Webchutney’s most awarded campaign at this year’s fest so far, The 8-bit journo also picked another metal in the form of Bronze under Mobile Lions category for Mobile-led Creativity. <div type="Youtube" id="g1jQXgfaLXE" title="8-Bit Journo" thumbUrl="https://i.ytimg.com/vi/g1jQXgfaLXE/mqdefault.jpg"></div> Elated with the victory, Gautam Reghunath, CEO, Dentsu Webchutney welcomed another Lion to his den at Dentsu Webchutney. He said, “It’s right about now, the middle of Cannes Lions week, where it usually gets exciting for us at Webchutney. That’s because the categories up for awards during that time, and those that we’ve been lucky to win in recently reaffirms our point of view on where creativity is headed. The kind of work that has won in digital craft, creative e-commerce, mobile, social &amp; influencer are true to the style of creativity that we want to champion and we’re so happy to be in such excellent company this year. And also the company of all the other wonderful Indian work that’s won from FCB, DDB, Ogilvy and others.” As of today, both Dentsu Webchutney and FCB India are in the lead with 7 metals. On the other hand, Cheil India has picked its first Silver Lion of this year’s fest for Samsung’s ‘Now, Words Aren't Just Heard’ campaign under Mobile Technology category for Innovative Use of Technology. Since the invention of Braille in 1824, there has not been much progress in the way in which the deafblind can communicate. As they suffer from impairment of sight and hearing it becomes nearly impossible for them to reach out to the world. While communication technology has progressed leaps and bounds from text and speech to images and video chats, it has been in stasis for the deafblind. Samsung Good Vibes and Cheil India came with a unique solution to this problem by launching a smartphone app that opens up the world of the deafblind and helps them communicate like never before. The app comes with two interfaces: a deafblind person can send a message from the app by tapping on the screen using Morse Code—where all letters of the English alphabet are combinations of dots and dashes. <div type="Youtube" id="5bYfvaxelE4" title="#KCA20 | Now, Words Aren&quot;t Just Heard, But Felt | Samsung | Cheil Worldwide" thumbUrl="https://i.ytimg.com/vi/5bYfvaxelE4/mqdefault.jpg"></div> On bagging the silver, Emmanuel Upputuru, CCO – Cheil India said, "Samsung Good Vibes- Now words are not just heard but felt is an innovative initiative to raise awareness of a problem that is often not seen or heard. It is a campaign that is now bringing inclusivity to over 500,000 people who have been disregarded by modern social media technologies. It is extremely humbling to be considered, much less to win the prestigious Cannes Silver in Mobile/ Innovative use of Technology category. We are grateful to be recognised for this innovative, adaptive and evolving two-way communication experience for the deafblind. The win reinstates our belief in company’s ethos of creativity inspired by technology. We hope to continue bringing such innovative work that will help the society as a whole. Keeping our fingers crossed for other categories.” There were no shortlists in the Radio &amp; Audio, Creative Business Transformation, Creative Effectiveness and Innovation Lions categories from our country. <div type="Article" hostid="261" msid="83775157" title="Cannes Lions 2021: On Day 3, India secures 21 shortlists" mstype="2" mssubtype="0"></div>

Cannes Lions 2021: India bags one Silver Lion and three Bronze Lions on Day 4

<keyword id="320433" type="PERSON" weightage="80" keywordseo="Shivani-Hegde">Shivani Hegde</keyword>, who made Maggi a household name in India, is back to rescue it. As brand Maggi is going through troubled times, Nestle Global CEO Paul Bulcke has called Hegde back from Sri Lanka temporarily for damage control. 
 
Hegde is a member of the parent company's global marketing leadership council and took over as head of Nestle in Sri Lanka four months back. 
 
She will come to India with a mission, to re-build brand Maggi. 
 
Economic Times reported earlier that the country's longest-serving custodian for any brand and a Nestle veteran of three decades, Hegde took Maggi through brand extensions into new categories and variants, shifted the advertising angle from taste to health and widened distribution. This made Maggi available across the country, even its remote corners, leading to a 70%-plus share of the noodle market. 
 
Hegde is an economics graduate and holds a master's degree holder from Faculty of Management Studies. 
 
She joined Nestle as management trainee and was elevated as managing director of Nestle's Sri Lanka business in January. 
 
She's married to Arun Hegde, former managing director of Wrigley's, who quit the confectionery maker in 2007 to start his own consultancy. 
 
"She made Maggi a household name and brought in a bottom-of-the pyramid connect to the brand without alienating upmarket consumers —that's been her X factor," a top executive of a food company who knows her closely but declined to be identified told ET, adding “but she remains extremely low-profile in the public space and somewhat risk averse." 
 
On this news, Hegde didn't comment anything beyond helping out by reading a question. 
 
Hedge is expected to meet government officials and regulators along with the parent company's executives and she will be looking to overhaul consumer engagement in print, television and social media. 
 
“Hegde is precise about what she wants,” Emmanuel Upputuru, national creative director at ad agency Publicis in 2007-12 told ET. 
 Hegde could not be reached for comment. One of her rare interviews was to ET five years ago. What she told ET then helps explain why Bulcke and <keyword id="6356830" type="CITY" weightage="80" keywordseo="Nestle-India">Nestle India</keyword> CEO Etienne Benet needed to bring her back for this operation. 
 
"Maggi has worked hard to create and grow the market in the past 25 years, and what it has achieved is not easy — it's a tough job," she'd told the financial caily in 2010. She had said that the connect with the consumer was a very strong asset that is not easy to replicate. 
 
(Image: Indiatimes)

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Trends 2022: Where advertising is headed in the year to come

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Samsung's new campaign, featuring Avani Rai, is the weaving together of 21 shots into one shot

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Cannes Lions 2021: India bags one Silver Lion and three Bronze Lions on Day 4

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Shivani Hegde comes back to rescue her baby-Maggi

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