Tech-powered creativity is the future but idea comes first: FCB India’s Dheeraj Sinha

Tech-driven marketing may be accelerating rapidly, but for Dheeraj Sinha, Group CEO of India & South Asia at FCB, creativity remains the real differentiator.

Speaking to CNBC-TV18, Sinha said the industry must embrace technology without losing sight of what truly matters. "If you chase technology for the sake of technology, you will fail," he said. "But if you have a brilliant idea, and technology helps you execute it, then you’ll be successful."

Sinha, who also serves as President of The Advertising Club, said the larger creative ecosystem is in a moment of transition, with AI and automation raising fundamental questions about what is impactful and effective. Against this backdrop, he believes creativity anchored in strong ideas would continue to shape brand performance.

“What’s creative is effective,” he said, arguing that the old divide between award-winning work and commercially successful work no longer exists. “Gone are the days when something boring would ‘move the needle’. It doesn’t, because it gets buried in the toxic waste of content being thrown out into the world today.”

Under Sinha’s leadership, FCB has been pushing a renewed creative and cultural ambition, bringing purpose, performance, and people to the centre of the agency’s output. This philosophy is also being reflected in his approach to The Advertising Club, where he has overseen the formation of new committees focused on AI, technology, media, platforms, impact, and young talent.

He noted that participation across agencies, clients, platforms and younger leaders has been encouraging, with stakeholders keen to “give their bit and leave the industry a slightly better place”.

On technology-led creativity, Sinha said tech must remain a tool, not the main event. He pointed to Airtel’s “175” film — which recreated Kapil Dev’s iconic innings through de-ageing technology — as an example of why powerful ideas matter more than the tools used to deliver them. “It’s emotional, it’s nostalgic, and it’s powered by tech,” he said, adding that several upcoming FCB projects follow the same philosophy. He also acknowledged standout work by other agencies, citing Ogilvy’s campaigns for Cadbury as “brilliant storytelling powered by technology”.

Within FCB, the agency is actively building AI capability, running a company-wide programme called “Brainy with AI” to equip teams for the next phase of creative work. AI tools are already being used for faster presentations and early creative output. But Sinha believes the playing field will level quickly. “All agencies will get on par with this,” he said, noting that the real opportunity lies in using AI to solve meaningful problems. “My big focus with technology and AI is: How do we use AI to solve problems for a billion people — problems that also matter to clients?”

Even as automation reshapes the industry, Sinha remains clear about the path ahead: the future will be tech-powered, but the best work will still begin with a strong idea.

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