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 Shashank Lanjekar, national strategy head, DDB Mudra.

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

The JioCinema - Disney+ Hotstar merger that recently got formalised (amidst a minor domain name controversy that has a funny side to it) is one of the biggest developments in the media space and by association with marketing and advertising as well. With 120 channels and two streaming platforms, this entity will single-handedly define, influence, lead and transform the Indian integrated media landscape. The composition of the content market just got seriously rejigged!

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

I would be hopefully acting on (and not just manifesting) and spending more time identifying real problems and growth unlocks rather than wasting time in following lazy (and often misleading) stated ones. As for the industry, I would love to see more entertaining, memorable conversations and less formulaic, passable ones.