memorable campaigns

Why 2024 should be the year of breaking conformity in the ad industry?

In this opinion piece, Jay Morzaria, former Head of Creative at Rephrase.ai and instructor at TTT Academy, argues that despite a rich history of iconic advertising in India, recent years have seen a decline in memorable campaigns. Jay attributes this to the "MBAisation" of marketing, where a risk-averse approach has stifled creativity. He further calls for a renewed focus on creative diversity in 2024, here’s how.