Congratulations on your recent appointment as the CEO of FCB India! Can you share some pivotal moments from your 18-year career in advertising that significantly influenced your approach to leadership?
Thank you! I think it’s fair to say I have an adventurous spirit when it comes to my career path. That’s why advertising has been such a great fit; it allows me to explore different areas.
I started as a writer back in 2006, straight out of college with the world at my feet and bosses who encouraged us to ask any question or challenge existing norms, no matter who was at the other end of the table. While coming up with ideas was fun, after a few years, I realized I also enjoyed the challenge of selling those ideas and making them happen. That led me to account management, where I learned to be open to unconventional approaches, often leading to breakthrough campaigns.
Fast forward a decade, and I was curious to see the client/marketing side of the table. This gave me immense perspective; advertising is just one of the many things that make a brand tick, not the only one! When I came back to advertising (my true love), I brought a fresh outlook on creativity, informed by a broader understanding of business strategy and a big-picture vision.
But wherever I have been, I’ve learned that the key to making magic happen is to create a dynamic and exciting environment where everyone feels empowered to do their best work.
With a versatile career spanning across various facets of the industry, can you share some insights on how the industry has progressed over the last decade?
It’s a new era altogether! The media landscape has exploded with content, and consumer attention spans have shortened as a result. Today, brands don’t just compete against each other; they compete against every piece of content vying for consumer attention. This dynamic has certainly made our jobs in advertising more challenging, but it has also fueled a surge in creativity. With the digital evolution, brands can be intimate with consumers and vice versa, from mass media to micro-targeting. While navigating the challenges of an increasingly cluttered media landscape is demanding, it has catalyzed a wave of creativity and innovation in advertising. The customer journey has evolved significantly. By leveraging creativity, authenticity, data-driven insights, and strategic agility, advertisers can break through the noise and forge meaningful connections with their target audiences.
In the ever-evolving adtech landscape, how do you ensure remaining at the forefront of digital transformation and innovation?
The adtech world feels like it changes every day, right? Staying ahead of the curve can be quite challenging. Here’s how I approach it:
Curiosity is King (or Queen): I’m constantly on the lookout for new trends, tools, and platforms. I devour industry publications, attend conferences (virtually or in person!), and chat with other adtech folks to see what’s in the news.
Fail Forward, Fast: Not everything will stick, and that’s okay! I encourage a culture of testing and experimentation within my team. We learn from what works and what flops, then iterate and move on.
Stay Client-Centric: At the end of the day, it’s all about helping clients achieve their goals. We keep a close eye on their industry trends and adapt our strategies accordingly.
Embrace Change: The only constant in adtech is change! One has to be flexible and adapt to new challenges and opportunities quickly.
By staying curious, learning fast, and keeping the client at the center of everything we do, we can navigate this ever-changing landscape and keep pushing the boundaries of innovation.
How do you see emerging technologies, such as AI and machine learning shaping the future of advertising?
A lot of us believe that judgment day is upon us—the machines will take over the world! While I am a big fan of dystopian science fiction, one has to be cognizant of the advantages that AI and ML bring to the table. We need to use AI to our benefit and not be afraid of getting replaced by it. It’s almost like how everyone thought doomsday was upon us when computers started getting incorporated into agencies in the 90s.
AI can analyze mountains of data about consumers, and machine learning can personalize ads in real time, adjusting them based on user behavior. And who wouldn’t mind using AI to help us generate countless iterations of brochures and website content? This frees us humans to focus on the bigger picture strategy and the emotional connection with the audience.
Looking ahead, what are your aspirations for FCB India in envisioning the agency’s role in shaping the future of advertising in India?
My aspiration for FCB India is to lead with purpose, creativity, and innovation. I envision us creating profound connections between brands and consumers that not only drive business growth but also make a positive impact on society. Our industry holds immense power, and it’s our responsibility to wield it judiciously—to inspire change, foster inclusivity, and champion causes that matter. By leveraging our creativity and strategic insights, we can shape a future where advertising not only sells products but also contributes meaningfully to the well-being of our communities and the world at large.
