As the year comes to a close, reflection feels less like a pause and more like a necessity. The last twelve months have unfolded at a relentless pace, shaped by rapid technological shifts, evolving consumer expectations, and constant recalibration across industries. For many, this year wasn’t about following a fixed plan but about learning in real time, adapting quickly, and holding on to what truly matters.
For this year-ender, we spoke to professionals from diverse backgrounds to understand the single biggest learning they’re taking forward. Each voice brings its own perspective, shaped by role, industry, and experience, yet together they paint a clear picture of a year defined by change, experimentation, and clarity earned the hard way.
A dominant theme was the evolving relationship between AI and human thinking. Rather than seeing technology as a replacement, many reflected on its role as an enabler. Umma Saini, Director of Creative & Content at PhonePe, captured this balance clearly:
“Enjoy learning AI and its immense possibilities. Despite AI being a ‘know and do it all’, human instinct and connection will always be important.”
That sentiment found resonance in the creative community as well. Nikhil Sebastian, Associate Creative Director at Famous Innovations, shared how AI has expanded, not diluted, the creative process:
“This year, I learned that AI doesn’t replace creativity, it amplifies it. It’s neither a savior nor a threat, but a catalyst that pushes our imagination into new, unexpected territory”
At a broader brand and leadership level, the conversation shifted from tools to relevance. Geet Nazir, Managing Director at Landor, pointed to the growing need for agility without losing purpose:
“Everything we’ve seen this year reinforces that brand relevance now demands unprecedented agility – the ability to navigate rapid digital evolution while meaningfully integrating new technologies. The most successful brands stay relentlessly anchored in their purpose, yet powerfully leverage and flex their assets to create authentic emotional connections and unforgettable branded memories. And while the promise of AI is immense, it underscores a critical truth: the human element remains paramount”
From philosophy to execution, the impact of AI was also felt sharply in performance-driven environments. Himanshu Khandelwal, AVP, Digital D2C Business & Performance Marketing, Axis Bank, highlighted how dramatically workflows and outcomes have shifted:
“AI has rewritten our playbook—slashing TAT while exponentially increasing content volume. Yet, it’s still just start days. With GenAI poised to boost BFSI operations by 46% (RBI), we’re moving beyond speed to hyper-personalization at an unprecedented scale”
Beyond technology, the year also delivered lessons in adaptability. When plans fell apart, the ability to improvise became a strength in itself. As Anupam Tripathi, Founder of OREN, put it:
“Life rewards the ones who improvise fast because nothing this year went as per plan, and somehow that was the plan.”
In contrast, for some, uncertainty reinforced the value of discipline and fundamentals. Puneet Kusumbia, Head of Marketing at Heritage Foods, reflected on navigating economic shifts by staying anchored to core principles:
“In a year defined by economic uncertainty and India regaining momentum post-GST reforms, my biggest learning was to stick to the fundamentals and focus on building long-term brand resilience. We stayed true to our core, strengthening the brand category by category and initiative by initiative—from the Masterbrand campaign to launching the Healthy Living platform “Livo” and reinforcing the ‘Pure Goodness from Village’ promise through the Sampurna platform. This year, we also achieved a strategic balance: performance vs brand marketing, online vs offline channels, big-budget campaigns vs smart, focused initiatives—all aimed at driving the brand’s core objectives and unlocking greater consumer willingness to pay.”
Rounding off these reflections was a reminder that even as mediums, platforms, and technologies evolve, the essence of great communication remains unchanged. Kumar Saurabh, Head of Content & Creative (AVP Marketing) at Honasa–Mamaearth, summed it up succinctly:
“Times will always change, and there will always be new mediums, technologies, AR/VR/AI, execution styles and the other wunderbar fluff on top, but the core of a good advertising piece for any brand will always remain a great, culturally rooted life insight that makes the consumer feel something more than the competition.”
Taken together, these reflections underline a powerful takeaway from the year gone by. While industries, roles, and challenges may differ, learning in 2025 was less about chasing what’s new and more about balancing innovation with intuition, speed with substance, and ambition with clarity. As the year closes, these lessons offer not just hindsight but a thoughtful lens for what lies ahead.
