Four years from now, the West will be calling India a creative superpower: Rajdeepak Das

Goafest 2024 brought good tidings for Leo Burnett, as the agency ruled the ABBY Awards 2024. In an exclusive interview with Adgully, Rajdeepak Das, Chief Creative Officer, Publicis Groupe South Asia, & Chairman, Leo Burnett South Asia, offers insights into Leo Burnett’s recent triumphs at the ABBY Awards 2024. He also reflects on the evolving landscape of the advertising industry.

Das begins with a lighthearted exchange, but quickly delves into the substance of the conversation. Reflecting on the numerous campaigns that Leo Burnett has launched, he remarks, “I lose count on those things. We keep on churning out great work as part of our business. The top line for us is always going to be the work – be it the work for our biggest clients or any client. And that’s where the top line and everything follows.”

He highlights the theme of ‘Adaptability’, which is crucial in the fast-paced advertising world. “Change is the only truth,” Das states, emphasizing that the industry must continuously evolve. “We have been writing for different media – from print to television to radio, and now, we are designing things for AI... we keep on evolving. That will never change.”

Despite these shifts, the core of advertising remains unchanged. “The nine human emotions are not going to change... our job is to reach those nine navras,” Das asserts. He stresses that while mediums may vary, the essence of powerful storytelling lies in connecting with these fundamental emotions. “What ideas we do that will go to define everything, and not the medium.”

Das also observes a significant shift in industry trends post-Covid, noting a rise in empathy and social responsibility. “I’ve seen empathy go up drastically. And with empathy also comes responsibility,” he points out, indicating a broader trend towards more conscious and impactful advertising.

Leo Burnett’s commitment to meaningful work is exemplified in their standout campaigns. Das shares details about projects like ‘Get Ready to Find Turf’, which uses Google technology to help urban residents find playgrounds, and ‘Whisper Moms’, aimed at educating mothers about menstrual health. Another innovative initiative is the ‘Water Session Disco’, which scores brands on their water usage and recycling practices. “It is not advertising; it is changing, using creativity to change things,” he emphasizes.

Looking to the future, Das envisions India as a burgeoning creative hub. “Four years from now, the West will be looking at India and saying this is the creative superpower,” he predicts. He dismisses concerns about AI replacing human creativity, viewing technology as a tool for enhancement. “It is not going to replace creativity; it should enhance it.”

Das reflects on the unique role of the advertising industry. “This is the only industry which can talk to people,” he says, underscoring its critical function in shaping societal narratives and driving connections.