“Be the change you want to see in the world”, is a quote from Mahatma Gandhi, and it seems to be a recurring theme in this year’s Citra Pariwara.

My takeout is that everyone wants to see change. In fact, if they can, they would like to be that change. Whatever the end result, people want to share their efforts and experiences in bringing about change.

An adman’s change therefore is to identify these changes that people aspire to, and connect them with brands that would like to facilitate the change.

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