At the ninth edition of the IndIAA Awards, hosted by the India chapter of the International Advertising Association (IAA), Rohit Jawa, chief executive officer and managing director of Hindustan Unilever, delivered a keynote session as the chairperson of the jury for the awards.

The event took place in Mumbai on 22 August 2024. 

Jawa’s address touched on the evolving dynamics of creative thinking and its role in the current marketing landscape.

Reflecting on the diversity and dynamism within the marketing and branding world, Jawa expressed, "When it comes to creative thinking and storytelling the sense of freshness is broad and far-reaching." 

He then emphasised the vantage point of being adaptable in a fast-paced environment, adding, "There are numerous exciting and dynamic categories in the marketing and branding world today, and being part of this journey has been both educational and thoroughly enjoyable for me."

Jawa highlighted the significant shifts in consumer behaviour, particularly the impact of social media. He voiced, "As we reflect on our current landscape, we are reminded of the world we live in today– a world where the average consumer spends close to two and a half hours on social media." 

He noted the challenges posed by media fragmentation and decreasing attention spans, remarking, "Attention spans are dwindling, with studies showing a decrease from around eight seconds to just four seconds for certain exposures."

Jawa also underscored the opportunities presented by technological advancements. He said, "Technology has opened up many platforms, offering countless ways to reach and impact consumers." 

Describing the convergence of various elements in the market, he shared, "The convergence of mental and physical availability with content and commerce is creating an incredibly exciting market."

Despite the rapid changes, Jawa reminded the audience of the enduring principles of effective marketing that cut through. "The endurance of the 'big idea' still exists. It’s a concept as fundamental and timeless as marketing itself," he said, emphasising the importance of creative thinking and storytelling. "Fresh, creative thinking and compelling storytelling remain at the heart of all great, effective campaigns."

Applauding the work that stands out in today’s competitive landscape, he noted, "That’s what we’ve celebrated here: communication that cuts through the noise, persuades action, and builds lasting memory structures through consistent branding, strong properties, symbols, and sounds."

He concluded by highlighting the broader impact of successful campaigns. "Ultimately, we need to honour work that not only drives brands and products forward commercially but also has the power to move cultures, societies, and people on a massive scale,” Jawa signed off.