Adscape 2025-2026: The big challenge for brands is not what to say but where to say

In this year-end special, businessline’s Chitra Narayanan speaks with Dheeraj Sinha, Group CEO , FCB India (Now McCann), on the dramatic shifts reshaping advertising, from fragmented media and fading attention to influencer fatigue, consolidation, and changing ideas of creativity as 2026 nears.  Sinha unpacks why big-budget campaigns struggle to stand out, what brands misunderstand about a hyper-connected yet lonely Gen Z, and how the industry is moving through a phase of “storming, forming and norming” toward its next chapter.  (Host: Chitra Narayanan, Producer: Prethicshaa Gurumoorthy)