I want people to say, ‘Wow, that’s an Enormous idea!’: Sindhu Sharma

As the advertising landscape transforms at lightning speed, few are as well-equipped to navigate these changes as Sindhu Sharma, the new National Creative Director for North at Enormous Brands. Known for her innovative spirit and penchant for authentic storytelling, Sharma is poised to elevate the agency’s creative output and push boundaries in an industry ripe for disruption.

In conversation with Adgully, Sindhu Sharma, NCD – North, Enormous Brands, opens up about her vision for Enormous Brands, highlighting her approach to storytelling that prioritizes genuine connections over fleeting trends. She reflects on a career-defining campaign that taught her invaluable lessons and shares her strategies for keeping creative teams inspired and aligned. As we gear up for the festive season, Sharma also shares her thoughts on the shifting dynamics of advertising and what it takes for brands to truly stand out in a crowded market.

Sharma acknowledges Enormous Brands as a creatively brilliant agency and aims to infuse her unique perspective into the mix. She identifies three main priorities: “First, I would want to make storytelling our superpower. Forget chasing trends—let’s build narratives that grab the heart and don’t let go. Next up, collabs. I believe in gathering the brightest minds and most imaginative souls in the room—think of it as a creative potluck, where everyone brings their best dish. Finally, I want to ensure that every piece of work that leaves our agency carries our unique stamp. When people see our creations, I want them to say, ‘Wow, that’s an Enormous idea!’”

For Sharma, brand storytelling is about presenting the honest truth with a touch of flair. “I dive deep into the product and its audience because every brand is unique. Whether it’s a luxury gem or a pantry staple, I hunt for that golden nugget of truth that sets it apart. If I can't find a unique angle, I at least make sure to say it differently. Ultimately, a good story should tug at heartstrings and spark action—now that’s where the real magic lies!”

When asked about a campaign that holds a special place in her heart, Sharma shares a personal story tied to her first project on Maggi. “The brand head wanted to shift away from the usual ads and focus on relatable, heartwarming stories that would leave a lasting impact. I had just joined Publicis, and after two failed meetings where nothing I wrote clicked, I was in tears. Bobby Pawar, my super boss, kept telling me, ‘Hang in there, kiddo, you’ll get it.’ And then, the day came when I actually did get it.”

The breakthrough came when she drew from her own experiences. “The third meeting arrived, and this time I had a plot—one straight from my own life. It was Maggi Rajkumari, the story of a girl who hated her name. And the reason it’s so special to me is because I was that girl. I hated my own name, Sridevi, so much that I changed it in sixth grade. The name I disliked the most gave me the most successful campaign of my career. The film was a hit, the client loved it, and Vinil Mathew’s direction brought it to life beautifully. But here’s the moment that made it all worth it: years later, my niece came to me beaming with pride, telling me that the Rajkumari film was shown in her mass communication class as an example of beautiful, heartwarming storytelling. That, right there, was everything. If you’ve impressed a Gen Z these days, you’ve pretty much won the jackpot, right?”

In the high-pressure environment of advertising, Sharma emphasises on the importance of maintaining perspective. “In advertising, it’s easy to get way too attached to your own ideas. But here’s a truth I’ve picked up over the years: it’s just advertising! It’s subjective—everyone has an opinion, and that’s part of the game. So, when things don’t go your way, don’t sulk. Dust it off and move on; there’s always another brief around the corner. In the office, be all in—bring your energy, collaborate, and enjoy the madness. But once you step out? Switch gears, enjoy life, and remember, we’re telling stories here, not saving the world. Keep it light, and the next great idea will come. That’s exactly what I tell my team.”

Sharma believes that clear communication is vital, especially when deadlines are tight. “When deadlines are tight, I make sure the team knows what we’re gunning for and then let them loose to work their magic. Challenges are inevitable, but we tackle them head-on, regroup if necessary, and keep cruising. And here’s the kicker: keeping the team feeling supported and appreciated is key. Happy, motivated folks whip up the best work, and that’s our ultimate goal.”

Reflecting on the current advertising landscape, she notes, “The landscape is changing faster than we can keep up with, thanks to digital trends and data obsession. But let’s be real—no amount of tech will replace the power of a brilliant idea. As the industry gets noisier, the challenge isn’t just to shout louder but to tell stories that actually stick. This festive season, we’ll see even more attempts to ‘go viral.’ All the best to us!”

Regarding ad spending during the festive season, she predicts, “This year, ad spends are set to soar as brands scramble to outshine each other. We’ll see a surge in digital spending as companies pivot to where the eyeballs are. Brands are getting clever, tapping into local culture and emotions to forge genuine connections. Expect a mix of humour and heartfelt storytelling, all while trying to ride the viral wave. The stakes are high, and everyone wants to be the star of the festive show.”

Looking to the future, Sharma acknowledges the role of AI but reassures that creativity remains a human domain. “AI’s certainly shaking things up, but let’s not panic. Sure, robots might be writing copy now, but creativity? That’s still our domain. With digital transformations, we’ll see more targeted, personalized campaigns, but at the end of the day, it’s the ideas that will steal the show. Tech will help us get smarter, faster, and more efficient, but we’ll still need humans to bring the magic—at least, that’s what I want to believe!” Sharma signs off on an affirmative note.

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