The Indian AdGeek

On Episode 27 of The Indian AdGeek, Vishal Mehra sits down with Laurent Thevenet, Head of Creative Technology APAC, Publicis Groupe. What does creative tech actually look like inside a large agency network? Laurent talks about how AI is being used in day-to-day creative work, where it adds the most value, what still needs to stay “technologically inefficient", and why the real moat is not just tools but culture, structure, and taste.  Also, APAC’s most underrated innovation pockets, the rise of India as a creative-tech force, & the technologies that may matter even more than AI in the years ahead. 📺 Why AI is a foundational utility rather than a differentiating competitive moat 📺 How Le Pub and Le Collective are discarding traditional agency models to make tech an organic reflex rather than a final layer 📺 Centralising tech capability in Singapore without losing the hyper-local cultural nuances of markets like India, Vietnam, and Indonesia. (Plus, a shoutout to the incredible work coming out of Leo Burnett Mumbai!) 📺 Why advertising is currently underestimating the physical web (Apple Glasses) and why quantum computing, not AI - will be the next massive technological leap 📺 Laurent's top creative tech bets and hiring advice for independent agency founders looking to survive the next 12 to 24 months The Indian AdGeek streams on all podcast apps. Vishal Mehra on X

What happens to advertising when AI agents shop for us, Q-commerce becomes a media channel, and a team of five can do the work of twenty? In this episode, Babita Baruah, CEO of VML India, talks about her 30 year journey in WPP, breaks down how BX, CX and commerce come together to build human-centric, connected brands in a Bharat-first, AI-fuelled market. We talk global brand guidelines vs local realities, the future of the big TV spot, talent in an AI world, value-based pricing and why creativity still has to stay stubbornly human. 📺 What happens when one of India's most enduring advertising leaders sits down to talk about everything the industry is too polite to say out loud? You get this episode. 📺 Going deep on the fault lines defining the industry right now: why friction in the purchase journey might be a feature, not a bug; and how AI is reshaping the agency P&L in ways most leaders won't say on record. 📺 They talk Q-commerce and the 6-inch shelf where decisions happen in under 10 seconds. They talk about what a creative director actually does when execution is a commodity. They debate whether the pure-play agency model can still deliver 10%+ growth year-on-year. And they go into the value-based pricing question that every agency CEO is quietly terrified of, how do you charge more for faster, AI-augmented output to procurement departments trained to count manhours? 📺 Babita also shares her view on what skill a 2026/27 graduate needs that simply didn't exist two years ago, where she'd place her bet on the Indian startup ecosystem by 2030, and, if she were building an agency from scratch today, whether it would look anything like the network model we have now. The Indian AdGeek streams on all major podcast apps. Vishal on X

Episode 25 What happens when an agency refuses to call itself an agency? In our silver jubilee episode, Vishal sits down with Advait Gupt, Co-Founder & CEO of Kulfi Collective, the Mumbai-based creative powerhouse behind Supari Studios and brand work for Spotify, Netflix, Crocs, Nothing, LEGO, Red Bull, and CRED. Advait unpacks how Kulfi stayed bootstrapped while peers chased eye-watering valuations, what changes now that Divya Karani has joined as chairperson, and why the company sits in the awkward, beautiful space between branded content, original IP, and immersive experiences. The conversation goes deep on the commercial model behind a collective, the procurement problem that's quietly reshaping Indian advertising, the rise of dark social and creator-led communities, the q-commerce squeeze on creative canvases, owned-IP economics, the so-called “independence tax" of the AI era, and what brand building looks like in 2027 when consumers never see an ad. Plus: how a frozen dessert became the name of one of India's most exciting creative companies. The Indian AdGeek streams on all major podcast apps. Vishal on X

Episode 24 What does a Global Chief Strategy Officer at one of the world's most sophisticated out-of-home companies actually think about the state of media? Quite a lot, and almost none of it is comfortable. In this episode of The Indian AdGeek, Vishal Mehra sits down with Ranganathan Somanathan, Global CSO at billups and former CEO of both Publicis Media and Omnicom Media Group across Southeast Asia. Ranga has spent over two decades running some of the most complex media operations in the APAC region, and he's arrived at some sharp conclusions. They cover the holding company model's quiet unravelling, why outcome-based pricing remains a zombie idea despite years of industry consensus, whether programmatic DOOH is solving the right problem or destroying what made OOH powerful in the first place, and what Zepto and Blinkit's rise actually means for outdoor media's next brief. They also go deep on India's pitch culture dysfunction, the real margin story inside media agencies, and why the seniority trap in advertising is more structural than anyone admits. Plus: the role of AI in media planning, what a young media professional should genuinely bet on, and what being named in Campaign's 50-over-50 really felt like for someone who's wrestled with self-doubt. The Indian AdGeek streams on all major podcast apps. Vishal on X What Next? by Rishad Tobaccowala

In Episode 23 of The Indian AdGeek, we sit down with Toby Southgate, Global CEO of We Are Social, to dissect the fundamental evolution of the agency model. Toby has navigated every corner of the advertising world, from the upstream consulting of Brand Union and the global scale of McCann Worldgroup to the creative independence of Forsman & Bodenfors. We dive into: 📺 How to build a timeless brand identity in a world of 24 hour trend cycles and algorithmic fragmentation 📺 The shift from influencers to makers and what it means for agency P&Ls 📺 How to justify strategic investment in unmeasurable communities like Reddit, WhatsApp & Discord 📺 Identifying the un-houseable value proposition that prevents clients from doing it all themselves 📺 Why the “Plus Company” partnership model is leaving traditional holding company baggage behind This is a wide-ranging, no-filler conversation that covers the structural future of social agencies. The Indian AdGeek streams on all major podcast apps. Vishal Mehra - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠@vis⁠hal1mehra⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Episode 22 What happens when you stop trying to fix a broken agency model and just build a new one from scratch? This week on The Indian AdGeek, we are joined by Lucy Jameson, the strategist and founder behind the globally celebrated Uncommon Creative Studio. Lucy pulls back the curtain on how Uncommon became the most awarded creative shop in the UK by leaning into "noisy thinking" and "disproportionate fame." We dive deep into: 📺 The Hard No: The clients Uncommon turned down to protect their creative DNA. 📺 The Purpose Trap: Why every brand needs a business objective, but not necessarily a higher social purpose. 📺 The AI Slop Era: How physical experiences, high-end design, and PR will save us from a sea of algorithmic sameness. 📺 The Hollywood Model: Why bespoke, fluid strategy teams beat the rigid structures of legacy networks. 📺 Equity over Fees: How Uncommon’s "Unrest" accelerator is changing the agency-client dynamic from service provider to co-owner. The Indian AvGeek streams on all major podcast apps. Vishal on X

Episode 21 | Adam Ferrier (Founder, Thinkerbell) “If you want to change behaviour, stop asking people what they want.” In this episode of The Indian AdGeek, we dive deep into the mind of Adam Ferrier, the founder of Thinkerbell (Campaign’s Global Agency of the Year), author of Stop Listening to the Customer and perhaps the only ad man who started his career as a forensic psychologist in a maximum-security prison. Adam joins us to dismantle some of advertising's most prevalent myths. We discuss why hyper-personalisation might be a trap and why "frictionless" isn't always the goal. We also covered: 📺 Thinkerbell model: Why they fired account managers and replaced them with Thinkers and Tinkers. 📺 The Vegemite pitch: How they won a brand that hadn't changed agencies in 70 years. 📺 System 3 thinking: Moving beyond rational vs. emotional to understand how we actually make choices. 📺 Procurement battles: How to sell magic to a line-item world. 📺 Pratfall effect: Can brands get more lovable by owning their flaws — there's even a parallel in Indian romantic poetry. Whether you're a CMO with a dwindling budget or a creative trying to protect the magic, this conversation is a masterclass in psychological leverage. The Indian AvGeek streams on all major podcast apps. Vishal on X Black T-shirts Podcast on The Great Unlearning

Episode 20 What if the future of advertising isn't a great campaign — but a great system? Rakesh Hinduja left one of the world's most storied agency networks to build something India had never seen: a platform-first martech network that owns its own IP, runs its own tech, and doesn't just rent reach on Meta or Google — it helps brands own their audience relationships. In this episode of The Indian AdGeek, Rakesh breaks down: 📺 Why "platform-first" is more than a buzzword — and what it looks like on day one of a client brief 📺 The logic behind 7+ acquisitions and global expansion via Poland, and the impending IPO. 📺 How Wondrlab’s Hector is powering Rs 3,500 crore in ad investments and why CMOs are now paying attention to an Indian-built SaaS platform 📺 The real reason brands like Dove don't need Facebook — and what most Indian marketers haven't figured out yet 📺 Why he took his HR colleague to a marketing pitch (yes, really) 📺 What the agency of 2027 actually looks like — and why Rakesh is more bullish on advertising's future than almost anyone in the room Whether you're a CMO, a founder, or someone who still thinks the 30-second TVC is king — this one will rewire how you think about brand-building. The Indian AvGeek streams on all major podcast apps. Vishal on X

In Episode 19 of The Indian AdGeek, we are joined by the man who is literally rewriting the repair manual for the advertising brain: Orlando Wood, Chief Innovation Officer at ⁠System1⁠ and author of the seminal works ⁠Lemon⁠ and ⁠Look Out.⁠ Western advertising is in a "crisis of effectiveness"—becoming flat, literal, and devitalised. But is India, with its love for music, dance, and high-context storytelling, the last standing fortress of "showmanship"? We discussed: * The Roman Empire to Reels: Why 15th-century art is the secret key to understanding why your IG Reels aren't working. * The WWE Analogy: Why great advertising needs a "slow-burn" storyline. * The India Advantage: Why the Indian film industry and cultural "masala" might be saving us from the creative "flatness" of the West. * Boardroom Battles: How to convince a sceptical CFO that "emotion" isn't a soft metric—it’s the engine of market share gain. * The AI Frontier: Why AI might struggle with "betweenness" and the implicit human communication that makes an ad a masterpiece. * The Perfect Ad: Orlando reveals the one ad that perfectly balances the left brain’s need for logic and the right brain’s need for soul. Orlando explains how testing can become a creative catalyst, why Indian advertising still has cultural advantages, how CMOs & CFOs must learn to translate emotion into measurable outcomes and the three hires to make if you were building a showmanship agency today.  The Indian AvGeek streams on all major podcast apps. More info on a.p.e. course here Vishal on X

Episode 18:  How does a digital-first agency transform into a global integrated brand partner with footprints in London and Dubai? In this episode, Vishal Mehra sits down with Shradha Agarwal, co-founder and Global CEO of Grapes, to deconstruct the blueprint of a modern independent agency. Shradha pulls back the curtain on why she’s betting on a "modular" agency structure—launching specialised units like IMAGINE (AI Studio) and the Vernac Room rather than folding them into the core. We dive deep into the math of profitability, where Shradha reveals her "salaries + seat cost" rule for retainers and the proprietary SPIC framework (Suspect, Prospect, Intent, Content) that drives their strategy. Key highlights in this episode: The Power of No: Why Grapes teaches its BD teams to walk away from the wrong pitches. The GTM Mandate: Why you should never enter a pitch room without a go-to-market strategy, even if the client didn’t ask for it. 2026 Outlook: The rise of retail media networks and whether the agency's future lies in media buying or data resolution. Independence in a Merger Era: Shradha’s take on the Omnicom-IPG merger and the pressure on independent shops. The Indian AvGeek streams on all major podcast apps. Vishal on X

Episode 17 In a world obsessed with 15-second micro-trends and "zero-click" conversions, Anant Sharma (CEO of Matter Of Form) is making a radical case for slowing down. In this episode of The Indian AdGeek, host Vishal Mehra sits down with Anant to deconstruct why the term "luxury" has become a marketing crutch and why "timelessness" is the only metric that matters in 2026. We dive deep into: * The Anti-Luxury Stance: Why calling a brand 'luxury' is a sign of creative laziness. * Positive Friction: Why making your customers work a little harder can actually increase brand loyalty. * The AI Paradox: As "perfect" AI content becomes cheap, why is "human imperfection" the new premium? * The Pitch Secret: Why Matter Of Form records private podcasts with clients (under Chatham House rules) to win the deepest insights. * Value vs. Time: How to move away from hourly rate cards and capture the true value of strategy. The Indian AvGeek streams on all major podcast apps. What The Luxe Podcast Vishal on X

Episode 16 kicks off The Indian AdGeek in 2026 with a powerhouse guest: Tarun Rai, Co-Chairman of Start Design Group UK and former Group CEO South Asia at Wunderman Thompson (JWT). In this wide-ranging conversation, Tarun shares: * His first big break in advertising and the decisions that propelled him from Account Executive to Group CEO. * Lessons from seven years in publishing before returning to the agency world. * A candid take on whether the ‘Super Agency’ model has truly delivered seamless integration—or just created slower giants in the age of AI. * How leaders can sell intangible brand equity to CFOs obsessed with quarterly metrics. * Why agencies still struggle to own IP and build products, and what needs to change. * The three elements of a winning pitch deck (and the biggest mistakes agencies make). * His perspective on design vs advertising as CMOs shift budgets. * The skillsets agency leaders must double down on to stay indispensable in the next decade. * Leadership lessons from running both creative and media businesses. * His favorite podcasts and books that inspire him today. This episode is a blueprint for anyone navigating the crossroads of advertising, design, and leadership in 2026. The Indian AvGeek streams on all major podcast apps. Vishal on X

Episode 15: The Year-Ender | Scale, Soul, and the Agentic AI Revolution with Rishad Tobaccowala As 2025 draws to a close, the advertising world is reeling from the massive Omnicom-IPG merger and the realization that AI is moving faster than anyone predicted. To make sense of it all, we are joined by world-renowned marketing visionary Rishad Tobaccowala. In this deep-dive finale, Rishad challenges the industry’s obsession with scale, arguing that "relevance" is the only currency that matters in 2026. We discuss why agencies shouldn’t try to out-consult the consultants, but instead double down on what they do best: Storytelling, Provenance, and Emotion. Key Highlights of this episode: * The Scale Paradox: Why the Omnicom-IPG merger might be a legacy solution to a modern problem. * Poetry vs. Plumbing: Why AI makes knowledge free, but makes "the soul of business" more expensive than ever. * Agentic AI: Why the real revolution isn't Generative AI, but Agentic AI—which is currently doubling in capability every 8 weeks. * The 100-Employee Billion-Dollar Company: How small teams are replacing massive headcount as the new gold standard for impact. * The Future of Work: Why 60-80% of your future workforce will be freelancers, and how to lead them. * The "No PowerPoint" Pitch: How to win business with perspectives and provocations instead of decks. Whether you are a CMO, an agency leader, or a "media company of one" (which, as Rishad notes, every Gen Z consumer now is), this episode is your blueprint for the next three years of marketing. The Indian AdGeek streams on all major podcast apps. Rishad on X Vishal on X Rishad’s website Rishad’s Substack Rishad’s Podcast

Is the advertising industry undergoing a mid-life crisis? We are obsessed with youth culture, viral trends, and Gen Z—yet the data shows that Gen X outspends Gen Z by a staggering 10:1 ratio. The 14th episode of The Indian AdGeek features Brent Rivard, founder of Geezer, a "purpose-built" agency hell-bent on helping clients unlock the 50+ demographic. Brent doesn’t hold back. We discuss the "brain drain" of senior talent in agencies and why a 27-year-old creative—no matter how talented—often lacks the lived experience to connect with a 52-year-old consumer. We also dive into the current health of the agency model, the massive Omnicom-IPG shifts, and why "mentorship has left the building." Key topics discussed: * The Origin of Geezer: Why the industry needs an agency staffed by senior practitioners. * The 10:1 Reality: Disproving myths about older consumers and where the real ROI lives. * The Mentorship Vacuum: How shedding expensive senior talent has impacted creative quality. * Reaction vs. Revenue: Why older demographics care about product benefits over viral emotional hooks. * Industry Watch: Brent’s take on the Omnicom-IPG merger, the "bullshit" of EBITDA, and the role of AI. If you are a marketer chasing the next trend while ignoring the people with the actual money, this episode is your wake-up call. The Indian AdGeek streams on all major podcast apps. Vishal Mehra - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠@vis⁠hal1mehra⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Episode 13 of The Indian AdGeek, Vishal Mehra sits down with Manisha Kapoor, CEO of the Advertising Standards Council of India (ASCI) and Vice President on the Executive Committee of ICAS, for a wide-ranging conversation on the evolving role of advertising standards in India and beyond. From her early love affair with advertising and formative years at Hindustan Unilever and Johnson & Johnson, to over a decade at ASCI leading India’s self-regulation journey, Manisha reflects on the transformative career moments that shaped her philosophy. As someone who has been both a brand strategist and the industry’s watchdog, she offers candid insights into the complex balance between commercial imperatives and consumer protection. Together, we explore: * 🌍 Global leadership: India’s unique perspective at ICAS, hosting the first ICAS Global Summit outside Europe/US, and winning two global awards. * ⚖️ Mandatory accountability: The Supreme Court’s self-declaration mandate and how it shifted the landscape from voluntary compliance to mandatory responsibility—especially for D2C brands and creators. * 🤖 AI in advertising: Opportunities and risks from AI-generated content, hyper-personalization, and the thorny question of responsibility across brands, agencies, platforms, and AI providers. * 🕵️ Dark patterns & influencer marketing: ASCI’s findings on deceptive design practices, why 98% of influencer ads were found non-compliant, and the psychology behind disclosure challenges. * 📊 Sectoral challenges: Offshore betting, real estate, and how ASCI collaborates with regulators and platforms like Meta and Google to tackle high-risk categories. * 🎨 Creativity vs. regulation: Why boundaries don’t stifle creativity but enable it—like lines on a tennis court making the game more interesting. * 🚀 Future formats: Metaverse, AR, voice-activated ads, and the next wave of self-regulation challenges. * 👩‍💼 Advice for young professionals: Building ethical, effective campaigns in a rapidly changing landscape. Manisha’s perspective is clear: regulation isn’t a brake—it’s the framework that allows advertising to rediscover joy and creativity while protecting consumers. The Indian AdGeek streams on all major podcast platforms. Manisha Kapoor - @kapoor_manisha Vishal Mehra - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠@vis⁠hal1mehra⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

What does it take to build not just great campaigns, but great businesses? In this episode of The Indian AdGeek, I sat down with Ivan Fernandes — leading marketing management consultant — to unpack the urgent shifts reshaping the advertising world. Ivan shares how he first found his way into advertising and how his current roles give him a unique vantage point on agency health. From the industry’s fixation on awards over business impact to the need for agencies to move beyond vendor relationships and truly partner with clients, he argues for a fundamental reset in how agencies create value. •  The Turning Point: The single most urgent change agencies must make in the next 12 months to stay relevant. •  Founders’ Dilemma: Why some agency founders achieve 60–70% margins while others struggle, and the practical advice he gives to leaders looking to grow, exit, or rebuild. •  Campaigns vs. Businesses: The critical metric beyond creative output that defines sustainable enterprise value. •  Platform + Product + Service: Ivan’s framework for agencies to think more like tech companies, and the barriers blocking that transition. •  Capital Choices: Debt, equity, or PE — how agency leaders should weigh financial models against creative investment, client churn, and talent retention. •  M&A Insights: Red flags in acquisition targets, common mistakes in integrations, and trends shaping Indian agency consolidation. •  AI & Creativity: Why AI is an enabler, not a storyteller, and the irreplaceable role of the Creative Director in 2026. •  Brain Drain & Innovation: How agencies can retain talent, foster innovation, and survive scale and exits. •  Performance vs. Creativity: Preventing creativity from being reduced to mere optimisation in performance-first client relationships. Ivan also revisits his provocative piece “How I’d Build a Marketing Agency Rollup in 2025”, explaining why PE-backed agencies often miss the mark on integration, and what they can fix. Along the way, he points to models like Stagwell’s multi-pronged approach as examples of how agencies can thrive by rethinking structure. This episode is all about agency strategy — from capital structures to creative leadership, from margins to M&A. Whether you’re a founder, a strategist, or simply curious about where the industry is heading, Ivan’s insights will challenge you to think differently about what makes agencies truly future-ready. ⁠Ivan Fernandes⁠ Vishal Mehra - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠@vis⁠hal1mehra⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

On Friday, October 25, 2025, the advertising industry woke up to devastating news—Piyush Pandey, the Godfather of Indian Advertising, had passed away. The man who gave Indian advertising its own voice, who believed that “no campaign is worth its salt unless the people on the street love it,” was gone. This episode is dedicated to his memory. The Indian AdGeek episode 11 features Gopa Menon. Longtime digital leader and cofounder of Theblurr, Gopa Menon walks us through two decades of transformation—from JWT and GroupM to a 12-year run at Isobar and leadership at Mindshare—before explaining why he launched an AI-native agency. We talk people-first leadership, HumAIne (Theblurr’s human+AI framework), outcome-linked business models, hiring for an AI-native future, and the evolving role of agencies as growth partners. In This Episode, We Explore: The Journey: From JWT to GroupM to Isobar to Mindshare—which chapters taught Gopa the most about modern marketing’s real needs? The Golden Years: What made Isobar’s run so special? Beyond the awards and the “Digital Network of the Year APAC” titles, what was the secret sauce? The Recognition: Four consecutive Account Person of the Year awards (2016-2019)—what philosophy on client relationships led to such consistent recognition? The Leap: After successful stints across network giants, what gap in the market convinced Gopa to dive into entrepreneurship? What weren’t traditional agencies filling? The Model: Theblurr isn’t just media, it’s creative. It’s not just AI-powered, it’s AI-native. How does HumAIne—their proprietary blend of human intelligence and artificial intelligence—actually work in practice? The Philosophy: Where do humans reign supreme when working with AI? Is it insighting? Is it taste? Can AI truly develop creative judgment? The Evolution: How must agencies of the future change their thinking to be strategic partners to brands while staying true to consumer understanding? The Performance Play: What’s the future of performance marketing in an AI-driven world? How do outcome-linked compensation models work when you’re literally putting your money where your mouth is? The Team Building: What’s different about hiring for an AI-native agency versus traditional shops? How do you build teams that blend “passionate people with AI intelligence”? The Independent Edge: Where do independent agencies win? Where do they struggle against network behemoths that still control 60-70% of media spends? Do you believe the next creative renaissance will come from Indies? The Reality Check: What’s the biggest myth about AI in marketing that needs busting? And what’s the biggest mistake agencies make when implementing it? The Career Advice: What should someone entering advertising today focus on to remain relevant? Are we looking for the new “AI native” the way we once sought “digital natives”? Gopa Menon - @gopa Vishal Mehra - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠@vis⁠hal1mehra⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ In memory of Piyush Pandey (1955-2025)—who taught us that advertising isn’t about selling products, it’s about connecting hearts.

A wide-ranging conversation with Lulu Raghavan on brand building, pitching, and design-led business transformation across APAC, from San Francisco and London to Mumbai and the Delhi airport that changed her work forever. Lulu unpacks the craft of winning clients, the anatomy of a memorable pitch, and how global thinking meets Indian opportunity. What we cover: 📺 How Lulu's lifelong love for brands began. 📺 A defining career moment that reshaped how she thinks about brands. 📺 Building Landor India from scratch: challenges, trade-offs, and the playbook that worked. 📺 A deep dive on a standout project — Delhi Airport Terminal 3 — from brief to launch and why it still matters. 📺 The Air India brand refresh pitch post-mortem and the precise gap that cost Landor the brief. 📺 Measuring ROI for design-led work in business terms and a pragmatic process to make stakeholders listen. 📺 How Lulu landed $15M+ in APAC new business last year and the One APAC model that makes it repeatable. 📺 The three business outcomes she leads with when pitching Landor. 📺 Legendary hustle stories and what they reveal about client psychology, including lessons from Rose Herceg of WPP Australia. 📺 A practical framework for a perfect pitch, leave-behind creativity that makes clients remember you, and why losing on price often signals a weaker pitch, not a weaker value. 📺 How to position value over cost when procurement drives decisions and why empathy with procurement changes outcomes. 📺 Differentiation in a crowded market of local consultancies, consultancies from the Big Four, and tech-first design firms. 📺 Brand transformation as an inside-out journey and how it departs from traditional change programmes. 📺 Emerging APAC consumer trends worth betting on and how Landor helps brands capitalise. 📺 The power of iconic assets — visual, verbal, sonic — and Landor’s approach to future-ready identities. 📺 AI and data in the creative process: friend, tool, and guardrails to preserve storytelling’s human core. 📺 Winning brands in India over the next decade, whether every brand needs emotion or purpose, and the single seismic consumer shift marketers must prepare for. 📺 A frank take on brands Lulu wishes Landor had reshaped, including why IndiGo badly needs a brand refresh. 📺 How pitching will evolve in 3–5 years, books and podcasts shaping Lulu’s thinking, and the initiatives at Landor to nurture women leaders. Lulu’s recommended book on negotiation - ⁠Never Split The Difference⁠ Recommended podcasts ⁠How to be awesome at your job⁠ ⁠WHAT NEXT?⁠ ⁠Feel Better Live More⁠ ⁠Play to Potential⁠ Vishal Mehra - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠@vis⁠hal1mehra⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

In this episode of The Indian AdGeek, we sit down with Anita Kotwani, Chief Client Officer at Dentsu South Asia, to unpack over two decades of industry evolution. From swapping a law degree for manual media formulas to leading digital-first transformation across Creative, Media, CXM, BX, Retail, and Commerce, Anita shares the pivotal moments that reshaped her career and the broader ad landscape. Join us as we explore: 📺 The career pivot from law to advertising and the dramatic shifts Anita has witnessed 📺 Why traditional reach and frequency metrics are giving way to more nuanced KPIs 📺 How leadership experiences at Mindshare, Carat, and now Dentsu inform Anita’s client-first philosophy 📺 The art and science of orchestrating an integrated approach across Creative, Media, CXM, and Business Transformation 📺 The debate between generalists versus specialists in today’s complex marketing ecosystem 📺 Dentsu India’s ambitious roadmap to generate 50% of its business from CX by 2026 and the capabilities powering that growth 📺 Differentiating Dentsu’s CXM practice from traditional consulting firms—even against the Big Four 📺 Navigating the phygital retail revolution and q-commerce boom with Blinkit, Zepto, and beyond 📺 The role of Dentsu’s global innovation lab network, including its new India facility, in shaping retail-commerce solutions 📺 Current and future revenue splits across Media, Creative, and CXM—and where Anita sees the biggest growth drivers 📺 The evolving future of performance marketing in a cookie-less, AI-driven world 📺 Structuring client teams to unlock cross-sell opportunities without diluting specialist expertise 📺 Measuring success beyond top-line revenue to capture long-term client value and retention 📺 Winning pitches with the “Media++” approach and a case study of media as a business accelerator This episode offers unprecedented insights into how one of India’s leading marketing networks is reimagining the future of integrated marketing services while maintaining specialized expertise across disciplines. Tune in to discover how Anita Kotwani and Dentsu South Asia are setting new benchmarks for growth in an ever-evolving marketing landscape. Anita Kotwani - @Kotwani11 Vishal Mehra - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠@vis⁠hal1mehra⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

In this eighth episode of The Indian AdGeek, we have Rohan Mehta, co-founder and CEO of FCB Kinnect, to trace his personal and professional trajectory—from that serendipitous first spark with advertising to the leap into entrepreneurship back in 2011 and the origins of the name Kinnect. We chart the agency’s evolution from a bootstrapped startup to India’s largest independent digital powerhouse and unpack the strategic moments that led to the FCB Group India partnership and subsequent acquisition—valued at $36.6 million—revealing why FCB became the perfect collaborator and how global and local synergies have driven “exceptional” growth. Then we delve into FCB Kinnect’s commitment to being “the most modern marketing partner” through platform-agnostic ideas and the “3 C’s” framework—Creative campaign communication, Content production, and Creator communities—and explore Rohan’s pitch playbook that won marquee clients like SBI. Along the way, you’ll discover how the pitch timeline has compressed from weeks to days, what it takes to balance quick-fire results with patient, strategic creativity (cue the Cannes Lions–winning HDFC Bank campaign), and how FCB Kinnect achieved 38% business growth in 2024 using AI-powered tools, in-house studios, and performance marketing hubs. Rohan also shares his vision for the next five years, defining what “number one” really means for revenue, creative excellence, services, and scale. We tackle the burning question of AI in advertising—friend or foe?—and wrap up with hard-won advice for young talent entering the industry. Tune in for candid insights, entrepreneurial wisdom, and a forward-looking roadmap for digital marketing in India. Vishal Mehra - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠@vis⁠hal1mehra⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Join us for an in-depth conversation with Kunel Gaur, Founder & Creative Director, and Sayantan Choudhury, Senior Partner & Creative Director at Animal—the independent creative agency that’s redefining Indian advertising with their fearless approach to storytelling and design. From a design studio in 2013 to one of Adweek’s 100 Fastest Growing Agencies worldwide, Animal has carved out a unique space in India’s creative landscape. This episode dives deep into their journey, creative philosophy, and the cultural insights that drive their award-winning work—including the acclaimed Hyatt “Perfectly Yours” wedding campaign that broke category conventions In this episode: •  Their journey into advertising and how childhood dreams of space shaped visual obsessions •  The market gap and cultural insight that fuelled Animal’s founding vision in 2013, and how it’s evolved into products like Veu and Deck •  Balancing creative independence with commercial growth while nurturing curiosity in the next generation of talent •  The storytelling alchemy behind the acclaimed Hyatt wedding film and weaving India’s diverse cultural narratives into global briefs •  Their “creative spark” process—from brand brief to breakthrough idea •  Measuring the business impact of meaning-driven, culture-driving work for ROI-focused CFOs and CMOs •  Winning pitches in a crowded marketplace: what gives Animal the edge •  The rise of immediacy and tech-enabled briefs—from NFTs to AI—and where they draw the line on automation •  Looking ahead: q-commerce, gaming, new-media opportunities, and how consumer shifts will reshape agency models •  Rituals and routines that sustain them through client firefights and people-first leadership •  Advice for independent agencies scaling up and the next generation of Indian ad geeks And stick around to find out: Why do Sayantan and Kunel love pitching to junior executives during client meetings? Tune in for a masterclass on forging lasting connections between culture, creativity, and business impact. Kunel Gaur - ⁠@kunelgaur⁠ Animal - ⁠@weareanimalco⁠ Vishal Mehra - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠@vis⁠hal1mehra⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

In this episode of The Indian AdGeek, Vishal sits down with industry legend Rohit Ohri. He is the founder of Ohriginal & Former Global Partner at FCB. We unpack a career defined by strategic turnarounds, bold acquisitions, and culture-driven growth. From his early days at JWT to reshaping FCB India into Adweek’s International Agency of the Year, Rohit shares the pivotal moments and leadership philosophies that cemented his status as an icon of Indian advertising. What We Discussed •  Rohit’s “aha” moment when he knew advertising was his calling •  Mentors, people management, and JWT’s pivot from “too big” to pitch powerhouse •  Turning FCB India around with game-changing strategic bets •  The rationale behind Rohit’s move to Dentsu after 21½ years at JWT •  Crafting and integrating agency acquisitions—from Taproot & Webchutney at Dentsu to Kinnect at FCB •  The looming challenge from consultancies (Accenture, McKinsey, Deloitte) and how agencies can win on true creativity •  Predictions for an independent-agency-led creative renaissance in India •  Ohriginal and the CulturePrint methodology as a competitive edge •  If Rohit were launching a new agency today, where his focus would lie Key Takeaways •  The art of winning marquee pitches: Walmart India, Maruti Suzuki, and more •  How to pivot client-agency relationships from transactional to transformational •  Acquisition versus integration: lessons from Dentsu’s Taproot and FCB’s Kinnect deals •  Why JWT’s legacy matters—even as it fades from view •  How the Omnicom-IPG merger could make or break the next two years of the advertising industry Tune in for a masterclass in leadership, culture-first strategy, and the unshakeable belief that creativity—when harnessed by the right team—is the ultimate differentiator. Vishal Mehra - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠@vis⁠hal1mehra⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

In this episode of The Indian AvGeek, Mithila Saraf, CEO of Famous Innovations, joins in as she takes us from her scrappy start in advertising to leading one of India’s most dynamic agencies. We unpack how early challenges, bold growth strategies, and a passion for true partnerships have shaped her leadership and fuelled Famous’s success. Surviving the Scrappy Phase: Hear firsthand how those early “no salary, no clients” days at Famous Innovations shaped Mithila’s leadership philosophy and business acumen. She reveals how working alongside industry great Raj Kamble during the agency’s most vulnerable period taught her the fundamentals of entrepreneurial resilience. The Boardroom Moment: Mithila traces her remarkable journey to the CEO chair - managing growth across 50+ brands, including Raymond, Mahindra, Titan, Van Heusen, Budweiser, and Absolut. Leadership at Scale: With Famous Innovations now spanning three offices (Mumbai, Bangalore, Delhi) and nearly 150 people. She discusses the unique challenge of maintaining boutique quality while scaling rapidly. She explains her philosophy of capping office sizes at 75 people before opening new locations. The Art of Saying No: In a brutally honest discussion about pitch red flags, Mithila reveals how Famous Innovations has learned to decline business that doesn’t align with their values. From LinkedIn pitch calls to unrealistic client expectations, she shares insights on protecting agency culture while pursuing growth. Industry Vertical Deep-Dive: Discover which sectors are fueling Famous Innovations’ growth, including their recent standout work for OPPO’s Reno13 Series campaign featuring Siddhant Chaturvedi, Ishaan Khatter, and Vedang Raina - a campaign that captured the “Live in the Moment” philosophy through Bollywood nostalgia. The Future of AdTech: Mithila shares her perspective on how social media, video content, and emerging q-commerce solutions are reshaping advertising budgets and client expectations. She discusses advising brands on investment strategies across fast-growing digital channels. The L’Oréal Pitch Chronicles: Get exclusive insights into a recent major client win, as Mithila walks through what differentiated Famous Innovations’ pitch in an increasingly competitive marketplace. Beyond Advertising Metrics: Learn how Famous Innovations tracks client relationships that go “beyond advertising” - from business partnership indicators to managing scope creep while maintaining profitability. Independent Agency Wisdom: Mithila offers candid advice for other independent agencies looking to scale, sharing lessons learned from Famous Innovations’ journey from startup to South Asia Independent Agency of the Year winner for eight consecutive years. The AI Revolution: Discover why Mithila believes artificial intelligence will be the single biggest disruptor to the advertising business and how agencies need to prepare for this transformation. Breaking Into Modern Advertising: In a powerful closing segment, Mithila addresses young professionals trying to break into an industry that’s no longer “the coolest gig in town” - offering practical advice on building careers in today’s evolved advertising landscape. This episode delivers rare insights into building and scaling an independent creative agency in modern India, combining business strategy, creative leadership, and entrepreneurial wisdom from one of the industry’s most respected young leaders. Mithila - @mithilasaraf Vishal - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠@vis⁠hal1mehra⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Step into the world of advertising excellence as The Indian AdGeek welcomes Kunal Jeswani, CEO of Ogilvy ASEAN, for a truly unfiltered and insightful episode. In this engaging conversation, we embark on a journey through the heart and hustle of client servicing, creative leadership, and business evolution in today’s dynamic advertising landscape. • An Origin Story: Discover how Kunal’s love affair with advertising began and the pivotal moments that shaped his career in one of India’s most celebrated creative agencies. • The Evolving Role of a Creative CEO: Gain firsthand insights on how the job of a creative agency CEO has transformed over the years, and why adaptability, empathy, and relentless curiosity are more vital than ever. • Leading Across Borders: Explore the challenges and rewards of driving creative innovation across diverse markets like India and ASEAN. Learn how Kunal nurtures a culture of excellence and fosters cross-border collaboration within large and varied teams. • Leadership Real Talk: Unpack the most common misconceptions about leading a creative agency, sprinkled with candid anecdotes on tackling team challenges and learning from mistakes. • Tales from the Client Side: Hear memorable stories of client relationships that illustrate how breakthrough creativity drives business impact—and what true client partnership looks like. • Navigating Agency Life: Delve into the process (and sometimes the lack thereof!) from new business development that thrives on word of mouth to the ever-present battle against scope creep and the strategies for maintaining profitability without sacrificing passion. • Pricing for Value: Get a rare behind-the-scenes look at how an agency ensures its pricing stays aligned with value, effort, and evolving industry standards. • The Future Beckons: Kunal weighs in on how AI and digital platforms are reimagining the industry, as well as what still sets human creativity apart in an age of automation. • Trends & Advice: Discover the trends lighting up the Indian and ASEAN markets—beyond AI—and get golden advice for young professionals aspiring to creative leadership. Whether you’re a seasoned ad geek or just starting your journey in the industry, this episode offers a masterclass on juggling creativity, clients, and commercial success—all with Kunal Jeswani’s signature wit and candor. Vishal - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠@vis⁠hal1mehra⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Get ready for a masterclass in modern brand building as we sit down with Samit Malkani, Head of Brand, Social & Events Marketing for Southeast Asia at Google. Samit traces his journey from crafting iconic TV ads to pioneering digital-first campaigns, sharing the pivotal moments—including the viral sensation “Kolaveri Di”—that shaped his approach to storytelling. He unpacks the principles behind building brand love and trust across diverse markets, reveals how he blends human insight, data, and technology to drive creativity, and offers candid advice for marketers balancing short-term wins with long-term brand value. From the future of social media and AI in marketing to hiring creative talent and outcome-based pricing, this episode is packed with actionable insights and fresh perspectives from one of the industry’s most innovative leaders Samit - @Samit Vishal - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠@vis⁠hal1mehra⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Gautam Reghunath, the co-founder & CEO of Talented, joins me to detail his journey in the world of advertising. We discuss how Talented is challenging industry norms and reshaping the agency experience. We dive into the company’s unique approach to talent, sharing insights on attracting and retaining top creative minds, what he looks for when hiring, and the importance of fostering an environment where designers and strategists actively participate in the thinking process. We also speak about Talented's business model, unpacking how performance-based pricing sets it apart and why clients appreciate the agency’s approach. Looking ahead, we explore the future of agency models, AI’s impact on creativity, and whether social media will continue to dominate brand strategies five years from now. Gautam also shares his leadership style, advice for young creatives, and the most important lessons he’s learned as an agency leader. Whether you’re an advertising professional, a brand strategist, or simply fascinated by how creativity and business intersect, this episode is packed with valuable insights and bold perspectives, worthy of the podcast’s debut. Gautam - @gautxm Vishal - ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠@vis⁠hal1mehra⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Welcome to the very first episode of The Indian AdGeek—a podcast for anyone who’s ever rewound a VCR just to catch that one jingle, doodled imaginary brands in their school notebooks, or wondered why a catchy headline makes the cash register ring. Hosted by Vishal Mehra (lifelong advertising geek, and also The Indian AvGeek), this intro episode is a peek into the gloriously messy, endlessly fascinating world where creativity meets commerce. Get your ad geek on. The circus is just getting started!