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 creati

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