Chinmay Chandratre serves as Senior Vice President – Media at FCB/SIX India, where he leads multi-channel, ROI-driven digital marketing strategies across brands. With over 14 years of experience spanning FMCG, Pharma, CPG, BFSI, Travel, E-commerce, and more, he is known for blending performance-driven marketing with integrated online and offline planning. His expertise lies in translating business objectives into actionable outcomes. In this interview, he shares his insights on the evolving digital media landscape, the importance of balancing performance and branding, and his mission to mentor the next generation of digital marketers.


With over 14 years in digital marketing and media strategy, how has your journey evolved, from early roles to now leading a national media vertical?

It’s been an exciting 14-year journey through the world of digital marketing — one that’s taken me from writing Facebook posts as a social media executive to leading the media vertical at a national agency. Along the way, I dove into SEO and web optimization, discovered the power of performance marketing in my early years, and eventually shifted focus toward brand-building and large-scale awareness campaigns. I’ve moved from being a hands-on contributor to managing full P&L responsibilities, guiding teams, and shaping strategy at a leadership level.

What makes this space so rewarding is how fast it evolves. Digital used to be a siloed function — now it’s central to fully integrated campaigns that bring together everything from TV to AI-driven personalization. That evolution keeps me curious, adaptive, and excited for what’s next.

 

You specialize in ROI-led digital marketing and integrated planning. How do you balance performance with long-term brand-building in today’s landscape? 

In today’s world, it’s all about balancing performance with long-term brand impact. Performance marketing is great for satisfying immediate needs—it delivers quick results when consumers are ready to act. But with so many choices out there, brand-building plays a bigger role in shaping how people think about your brand in the long run.

Brand-building is about creating a lasting impression and emotional connection. It’s what gets your brand remembered, trusted, and chosen when the consumer is ready to make a decision, even if it’s not in that exact moment. Performance focuses on immediate action, but brand-building helps set the stage for loyalty and preference down the road.

By integrating both, we’re not just driving short-term conversions, but we’re also laying the groundwork for sustainable growth in an increasingly crowded market. Both strategies work together to ensure that the consumer thinks of your brand not only when they need something right now, but also when they’re looking for a trusted choice in the future.

 

As you lead FCB/SIX’s media practice across Mumbai, Delhi NCR, and Bengaluru, what’s your vision for scaling both talent and impact? 

My vision for scaling talent and impact at FCB/SIX is centered on the idea that combining Media and Creative acts as an economic multiplier. This guiding principle shapes how we grow — in both talent and results — across Mumbai, Delhi NCR, and Bengaluru.

On the talent side, it’s about bringing together diverse skills from these regions to create a team that can fully leverage the power of media marketing. By fostering a culture of innovation and collaboration, we ensure our people are ready to deliver on short-term needs while also building for long-term success.

When it comes to impact, media marketing is the driving force behind ROI and lasting brand loyalty. The right creative, paired with the appropriate media inputs, creates measurable magic. Through targeted approaches and data-driven insights, we’re able to drive significant results that matter.

Ultimately, my vision is to scale talent that’s adaptable, innovative, and results-driven, while ensuring our media strategies continue to make a lasting impact for our clients, delivering growth both now and in the future.

With AI, automation, and real-time optimization reshaping media, which emerging trends are you most excited about—and why?

I’m most excited about how generative AI is scaling content—transforming a single idea into multiple formats, versions, and languages in real time. It’s where creativity meets efficiency. Real-time optimisation is another game-changer. Campaigns can now adapt on the fly based on live data, making media smarter, faster, and more responsive. Connected TV is also reshaping how we approach media planning. It combines the storytelling power of traditional TV with the precision and measurability of digital, creating a significant opportunity for personalised, high-impact campaigns at scale.

And with AI-driven measurement, we’re finally able to connect brand impact to business outcomes with real clarity. Media today isn’t just more powerful—it’s more accountable, relevant, and human.

 

You’re passionate about mentoring young talent. What key gaps do you see in the current digital ecosystem, and how do you plan to address them? 

Mentoring is something I truly value—it’s where I see real, lasting impact. One key gap I’ve noticed is that while young talent is strong with tools and platforms, they often lack a strategic marketing mindset. Skills like consumer insight, storytelling, and full-funnel thinking take time to develop. Digital’s fast pace is exciting, but it can lead to surface-level learning. Many jump from trend to trend without building a strong foundation. That’s where mentorship plays a critical role—grounding them in both execution and strategic thinking.

Today’s generation is incredibly curious and eager to grow, which is a huge plus. But there’s often a rush to move up quickly. I try to bring in perspective—maturity and experience are just as important as ambition, and growth can’t always be accelerated. I focus on creating space for well-rounded development through one-on-one mentoring, open dialogue, and cross-functional exposure. The goal is to build T-shaped marketers: deep in one area, broad in collaboration.

For me, it’s about shaping not just future leaders, but thoughtful, grounded professionals who can grow with the ecosystem.

 

In your view, what role does offline media continue to play in integrated campaigns today?  

Offline media still plays a big role in integrated campaigns, especially in markets like India, where traditional media habits remain strong. Here’s how it continues to matter:

Wider Reach: While digital media excels at targeted advertising, offline channels like TV still reach over 850 million people—including those in Tier 2 and Tier 3 cities and rural areas. Gen Z and Millennials may be mobile-first, but the 40+ audience remains loyal to TV and newspapers, particularly outside metros, where offline media still commands respect.

Credibility: TV, print, and other offline media are perceived as more trustworthy, especially in smaller towns and rural regions. For brands looking to build credibility, offline media still carries significant weight.

Local Engagement: Local newspapers, radio, and billboards are crucial for connecting with audiences in smaller cities. Offline media allows for more personalized, community-driven messaging that digital ads can’t always replicate.

Brand Presence: Combining offline media with digital campaigns gives brands a broader presence. TV can drive awareness, while digital channels can deepen engagement. If you’re targeting the entire country, integrating offline media is essential—particularly to reach consumers outside major metros.

Tangible Impact: Formats like print ads and direct mail offer a physical presence that digital simply can’t match. In rural areas where internet access is still growing, offline media remains one of the most trusted ways to engage with consumers.

Emotional Connection: TV and radio have the power to build strong emotional bonds. For older demographics, especially, these mediums foster trust and loyalty in ways that digital often cannot.

Cross-Platform Integration: Offline and online media complement each other well. A TV ad might encourage viewers to visit a website, or an outdoor ad might include a QR code for seamless access. This creates a smooth, connected experience across platforms.

In a country like India, where offline media still dominates in many regions, blending offline and digital channels is essential to reaching a wide audience and building a strong, lasting brand presence.