All through December 2024, Manifest is running its year-ender series in which advertising, marketing and media leaders will be sharing their thoughts on the biggest development of the year along with a manifestation for 2025.

We continue our series with Manisha Kapoor, chief executive officer, ASCI. 

The biggest development in the advertising, media and marketing space according to you in 2024 was...

By far one of the most talked about developments in advertising has been the use of AI and its adoption by the industry across advertising and marketing. From AI-generated content to automation in campaign implementation and personalisation, marketing functions are now integrating AI to enhance efficiency and creativity. In the coming year, we will see this creating a greater impact for businesses as well as for consumers.

Another significant milestone was the introduction of the Digital Personal Data Protection Act (DPDPA). While the rules have been released, implementation is still awaited. This act has far-reaching implications for businesses, necessitating robust processes to ensure compliance and protect consumer data. 

What is one thing you're manifesting for yourself and the industry in 2025?

I hope the industry rediscovers creativity and advertising brings us joy and usefulness.

Truly creative advertising is honest and authentic and treats the consumers with respect. It taps into their desires and offers meaningful solutions. It is emotive, relatable, entertaining, and informative. I hope we see true creativity shine.