Year-ender 2022: Tech makes it possible, but creativity makes it brilliant – Rahul Mathew

Campaign India ends the year with 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, Rahul Mathew, Chief Creative Officer, DDB Mudra Group, had to say:
What do you not want to see in advertising next year?
The word ‘Happiness’. And all synonyms of it. It’s just lazy creative built on lazier strategy.

Your favourite ad campaign from 2022?
Recently saw a film for Jindal Shaheed, Oman. It has mouth-watering craft. Made me forget whatever I saw this year.

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