AI, Influencers Reshape India's Ad Creativity Power Play
Overview
India's advertising industry faces a major upheaval. Creativity, once the sole domain of agencies, is now challenged by AI, performance metrics, and influencers. Top Ogilvy India leaders discuss the shift, emphasizing problem-solving and craft over speed, as brands navigate a fragmented digital economy.
The AI Disruption in Indian Advertising
Indian advertising stands at a critical juncture, with creativity's traditional dominance being questioned. Artificial intelligence, performance metrics, and the rise of influencers are fundamentally altering how ideas are born and executed. The central question facing the industry is whether creativity still holds sway, or if algorithms and data now dictate its direction.
Creativity: Problem-Solving, Not Decoration
Sukesh Nayak, Chief Creative Officer at Ogilvy India, refutes claims that creativity is losing its relevance. He asserts that advertising is inherently about problem-solving – launching new products, battling competition, or changing perceptions. Creativity is the method to overcome these challenges. AI and automation do not negate this core function; instead, they elevate the requirements, demanding deeper human insights.
Democratization of Ideas
The locus of creative authority has shifted dramatically. Harshad Rajadhyaksha, also a CCO at Ogilvy India, points out that the exclusive privilege of agencies being called 'creative' has evaporated. Smartphones have empowered individuals, from street vendors to students, to command vast audiences by understanding viewer preferences. This decentralization is compelling brands to invest more in influencer marketing and creator-led content.
Collaboration Over Conflict
The narrative of a zero-sum battle between agencies and influencers is a false dichotomy, according to Ogilvy's leadership. Creators offer cultural immediacy and audience intimacy, while agencies provide rigor, consistency, and long-term brand stewardship. Rajadhyaksha likens this to cricket, where explosive batting needs the sustained discipline of a tournament player. Brands playing the long game require partners capable of both.
The Enduring Value of Craft
In an environment prioritizing trends and viral reach, craft is frequently overlooked. Kainaz Karmarkar, CCO at Ogilvy India, warns against this. She argues that while trends can offer short-term gains, enduring craft is what truly differentiates brands. The creative process itself has evolved from a small team's effort to an entire ecosystem's orchestration, operating across multiple formats and platforms simultaneously.
Real-World Validation
For Nayak, the ultimate measure of successful advertising is not industry awards but cultural penetration. Work that finds its way into personal WhatsApp groups and sparks conversation is the truest validation. In an attention-scarce world, advertising competes with all forms of content, making relevance, not just reach, paramount for survival.
The AI-Accelerated Future
While AI can accelerate content production and optimization, it cannot replace human judgment, craft, or cultural understanding. These elements remain critical for building brand equity. As Indian advertising navigates rapid transformation, the future emphasizes disciplined creativity and strategic value over shortcuts, even in the age of AI.
