The last time we spoke with Dheeraj Sinha, FCB’s Group CEO of India and South Asia, he had recently joined from Publicis Groupe, where he served as CEO of Leo Burnett South Asia and Chairman of BBH India.
Making the leap from leading two creative powerhouses, Dheeraj told us at the time, “The goal is to lead FCB Group India into an era where we redefine our narrative, embracing a culture of creativity and innovation and becoming the country’s largest creative company.”
To see how that ambitious goal is progressing, we recently caught up with him for another conversation, during which Dheeraj discusses FCB Group India’s creative journey, his views on creativity in India, the role of AI in the industry, strategies for attracting top talent, his time in the new role, and more.
In our last conversation, you spoke about redefining FCB Group India’s narrative and fostering a culture of creativity and innovation to become the country’s leading creative agency. How has that journey progressed so far?Over the past year, our journey at FCB Group India has been transformative. We’ve built on the best of what FCB in India has been about and infusing creativity, innovation, and high-level problem-solving, shaping a future-proof agency for the modern age. One of the most significant steps in this direction was the launch of the India Creative Council, which benchmarks creativity and drives a new-age approach to solving business problems. This initiative has already substantially impacted how we approach campaigns and client challenges.
“For me, creativity is at the core of everything we do. It’s not just about creating standout campaigns but about using creativity as a tool to solve real business problems and shape culture.”
Moreover, we’ve embraced a bold, future-forward mindset, blending creativity with data and technology to stay ahead of the curve. Our partnerships have produced impactful, culturally resonant work—whether it’s Google’s Tap to Pay films that connect with Gen Z or campaigns like Durex’s ‘Explorer Wanted’, etc., which break the mould regarding messaging and inclusivity.
Our efforts have started bearing fruit in terms of recognition. Not only have we welcomed new leadership, but we’ve also seen a steady rise in our creative rankings. This year, two of our agencies were among the top 10 creative companies in the country by Cannes Lions Creative Ranking 2024.
This journey is just the beginning, and as a team, we’re fully committed to building on this momentum, pushing boundaries, and ensuring that FCB Group India becomes synonymous with breakthrough creativity in the country.
In an interview earlier this year, FCB Global CEO Tyler Turnbull mentioned one of the reasons he hired you was your shared belief in the importance of creativity. Can you discuss your philosophy on creativity and how it is generally perceived and prioritized in the Indian market?For me, creativity is at the core of everything we do. It’s not just about creating standout campaigns but about using creativity as a tool to solve real business problems and shape culture. When Tyler and I first discussed this, it was clear that we both viewed creativity as a business driver—not a function of advertising alone but as a way to unlock new growth opportunities, especially in a complex market like India.
In India, creativity is often perceived through the lens of innovation and resourcefulness. It’s about making an impact, sometimes with limited means, and connecting with diverse audiences at an emotional level. Indian consumers are highly dynamic, and brands that truly stand out are the ones that tap into this complexity through culturally resonant creativity.
“The Indian market has always valued creativity, but today, we see a stronger demand for purposeful creativity that delivers real-world impact.”
At FCB India, we prioritize creativity by blending it with a deep understanding of data and consumer behaviour. We don’t look at it in isolation but as a strategic asset that sits at the intersection of culture, commerce, and technology. In today’s market, creative work must go beyond just being visually appealing—it must provoke thought, inspire action, and drive business growth.
The Indian market has always valued creativity, but today, we see a stronger demand for purposeful creativity that delivers real-world impact. As an agency, we’re committed to fostering that kind of work—where creativity is not just celebrated for its form, but for the function, it serves in shaping society and business outcomes.
Over the course of your career have you observed any shifts in client attitudes towards taking bolder creative risks? What strategies do you use to encourage clients to embrace more daring campaigns?Over the years, I’ve definitely seen a shift in client attitudes towards taking bolder creative risks. Today, clients are increasingly aware that creativity isn’t just a nice-to-have—it’s essential to solving business problems and achieving both business KPIs and brand KPIs. There’s an understanding that in order to capture the consumer’s attention and stay relevant, brands need to embrace bold, engaging ideas that stand out in the marketplace.
“To encourage clients, I focus on the power of creative imaging—illustrating how strong, engaging ideas can cut through the clutter and resonate with audiences.”
When it comes to encouraging clients to take these creative leaps, I believe in a “so be it” mindset. Bold moves aren’t just about showcasing a product; they’re about using creativity to shape perception and build lasting connections. To encourage clients, I focus on the power of creative imaging—illustrating how strong, engaging ideas can cut through the clutter and resonate with audiences.
I don’t rely on past cases to convince clients. Rather, I emphasize the role of creativity as a dynamic force that needs to stay fresh, relevant, and engaging.
Last year, we discussed FCB India’s use of AI in client work. How do you foresee AI impacting your organization and the broader industry in the long term, both internally and externally?In the long term, AI will continue to blur the lines between data and creativity. The key for us as an organization is to embrace AI as an enabler, not a replacement for human creativity. At FCB, we see AI as a partner to our creative processes—helping us scale and optimize but always leaving room for the human touch that defines truly impactful, emotionally resonant work.
“Agencies that can harness the power of AI while maintaining their creative integrity will thrive in this evolving landscape.”
Across the industry, AI is likely to reshape everything from how we create content to how we measure campaign effectiveness. Agencies that can harness the power of AI while maintaining their creative integrity will thrive in this evolving landscape.
How competitive is the market for top creative talent, and what strategies are you using to attract and retain the best people?The market for top creative talent is highly competitive, especially in a dynamic and fast-evolving industry like ours. Today’s best creative minds are looking for more than just a job—they want an environment where they can push boundaries, work on meaningful projects, and continuously grow.
“Our strategy revolves around three core pillars: Growth, Glory, and Guts.”
At FCB Group India, we understand that attracting and retaining such talent requires more than just offering competitive salaries. It’s about creating a culture where creativity thrives and where people feel empowered to make an impact.
Our strategy revolves around three core pillars: Growth, Glory, and Guts.
Since joining FCB Group India, what are some creative projects that you are most proud of?Android Tap To Pay
Uber Urban Mobility
Durex Explorers Wanted
In the same interview mentioned earlier, Tyler Turnbull gave you an ‘A’ grade for your work. How would you evaluate your performance in your first year in this role?It’s always humbling to receive such praise, especially from someone like Tyler Turnbull, but if I were to evaluate my own performance, there’s still plenty of work ahead. I’m pleased with our progress in key areas, such as strengthening our creative capabilities, bringing in exceptional talent, and launching initiatives and programs like FCB Now and India Creative Council to set a higher benchmark for creativity in the market.
We’ve also successfully navigated some significant leadership transitions and positioned the agency to thrive in the years to come.
That said, my focus has always been on long-term impact, not just short-term wins. While we’ve had some fantastic successes—whether in terms of new business, award-winning campaigns, or innovative solutions for our clients—the real measure will be how we sustain this momentum.
For me, it’s not about achieving perfection in year one but building a foundation that ensures consistent, meaningful growth for our people, clients, and the agency.
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