The age of slow creativity is over. There should be a combination of emotionally resonant message and technological savvy. Traditional formats must be broken, and tech should be fused with culture.

Indian advertising is at creative crossroads. It shows it is good at craft, storytelling and is soulful. However, the future demands speed, system thinking and platform-native ideas. The advertising landscape is being reshaped at great speed.

AI is not a novelty. It has emerged as a new normal. The very grammar of advertising has changed, Advertising ideas should live across realities — digital, physical and virtual.

Are we Indians creatively complacent? Maybe, our work is emotionally rich, but is it technologically fluent?

Brands these days build eco-systems, not just ads. Tech savvy players rule the roost.

2025. Creativity is not just restricted to imagination. It demands integration.

India displays sparks but these are isolated. Indian ads still follow a set formula. India has rich story-telling tradition and talented creative minds. The need is to be bold and take the risk. India still lacks tech-forward ambition.

Future demands not louder but smarter campaigns. Just nostalgia cannot carry us into the future. Soul is okay, but speed too matters. Decide whether you have to lag or leap.

The annual Cannes festival has made sure its definition of creativity keeps pace with the world.

AI can create music, but a live performance confirms what AI cannot do. Soon AI will not be talked about. Just like electricity, it will fade into the background. What matters is what we make with AI.