Sustainability and responsibility will rule the narrative in 2022: Josy Paul
With the year drawing to a close, it is time to recap the major developments across the industry. As in the previous years, Adgully reviews the year 2021 for M&E, Advertising, Digital, Marketing, PR & Communications along with leading names in the industry as part of the REWIND 2021 series.
In this special article, Josy Paul, Chairman and CCO, BBDO India, looks back at the year 2021 through the lens of six pieces of work – work that changed the narrative.
In these uncertain times, it feels good to be a trainee in the business of hope. I found inspiration everywhere. I witnessed beautiful things. This review is a sharing of the work of 2021 that brought back the power and joy of advertising. A year when the emerging social context was as exciting as the changing media content.
It was a year of diversity and inclusion and this ad from Bhima Jewellery captured it with pure love. Bhima Jewellery – pure as love – the untold story.
The Olympics was the other dominant thing of the year. And Thums Up found a way of turning things on its head to make a powerful point (not a PowerPoint!) Thums up| #PalatDe campaign for Olympics.
2021 was also the year of one billion vaccinations. This content from Facebook moved the needle. Facebook – More Together – Rizwan.
https://www.youtube.com/watch?v=TMorHr3LjOE
Big fat weddings were back in action and the country exploded with drums and baraats. Here’s a thoughtful reframing of the whole jingbang! This wedding season, let’s talk about the marriage – Tanishq.
https://www.youtube.com/watch?v=wnZduCnSMpk
Of course, there’s always another side to everything. Like where society is coming from and where we are going. Dove – Stop The Beauty Test.
https://www.youtube.com/watch?v=jEpTa2cMl_I
The year of the great resignation was also the year of rising mental health concerns and break-ups! Empathy, understanding and acceptance were the need of the hour, to help ease the pain. WhatsApp – Introducing View Once – Moving On.
https://www.youtube.com/watch?v=vzjDtbQXSEs&t=5s
It’s time to move on! Next year’s brand work will continue to look at the world’s bigger challenges. Sustainability and responsibility will rule the narrative. Creativity will express itself with even greater confidence. And, as we continue to battle the dance of the virus variants, I remind myself every day that the best way to fight the COVID blues is with your inner rock n roll!
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