What is Dheeraj Sinha's view on AI in marketing?

Dheeraj Sinha views AI as a powerful tool that should enhance strong creative ideas, not replace them.

How does FCB India approach AI and creativity?

FCB India is investing in AI capabilities and running a 'Brainy with AI' program to equip teams, while emphasizing that creativity is paramount.

Why is creativity still important in the age of automation?

Sinha believes creative thinking is the key differentiator that technology can amplify, and boring content gets lost in today's overloaded digital world.

Home / Business and Economy / FCB India CEO: Strong Ideas Trump AI Hype

FCB India CEO: Strong Ideas Trump AI Hype

23 Nov, 2025

•

Summary

Creative thinking remains the industry's core differentiator.
Technology amplifies great ideas, not weak ones.
Effective marketing blends purpose, performance, and people.

FCB India CEO: Strong Ideas Trump AI Hype

Dheeraj Sinha, Group CEO of FCB India & South Asia, asserts that the rapid integration of AI and automation into the marketing industry must not overshadow the indispensable role of robust creative thinking. He articulates that while FCB is investing in AI capabilities, technology's primary function is to enhance already potent ideas, rather than compensating for any inherent weaknesses.

Sinha, who also leads The Advertising Club, highlights that the creative ecosystem is currently navigating a significant transition. He posits that creativity, deeply rooted in strong conceptualization, will continue to be the primary driver of brand success. He argues that the antiquated notion of a disconnect between award-winning work and commercial viability is obsolete, as only impactful content can cut through today's saturated digital landscape.

FCB's strategic direction under Sinha prioritizes renewed creative and cultural ambition, centering agency efforts on purpose, performance, and people. This philosophy extends to his role at The Advertising Club, where new committees have been formed to address AI, technology, and emerging platforms. Sinha envisions AI as a tool to solve significant problems for clients and a large populace, rather than merely accelerating processes.