Kartikeya Tiwari on Driving FCB Group India’s Digital Future
Modern problems require modern solutions.
That’s the mantra of FCB India’s Kartikeya Tiwari, who, as creative digital partner, spends a lot of time reflecting on the dynamic nature of creativity and digital transformation.
With a focus on innovation, he emphasises the importance of staying ahead of trends while ensuring that technology enhances, rather than overshadows, the creative process.
Speaking with LBB’s Tom Loudon, Kartikeya discusses his vision for FCB India's future, the emerging role of artificial intelligence in advertising, and the critical need for authenticity in connecting with younger audiences.
LBB> Have you always been a creative person, even as a child?
Kartikeya> Indeed. I think we all are at our creative best as children. That’s the peak and it’s all downhill from there.
Clearly, I’m still ‘kidding’.
LBB> Congratulations on your new appointment as creative digital partner at FCB Group India! What are your primary goals in this new role, and how do you plan to achieve them?
Kartikeya> Well, thank you!
I aim to build a culture and a body of work at the FCB India group that reflects our new-age creative prowess. This role has been carefully crafted for this particular purpose. The journey to do this is not a quick and simple one, though. This can be achieved through very strong client and internal relationships. I’m always working on strengthening these. Creation of demand by demonstrating value. We will have built an impressive body of work only when it delivers a noticeable impact on our partner brands, clients and people. And ultimately, to attract and grow the best new talent in the industry, here.
These are my key focus areas.
LBB> How do you envision enhancing FCB Group India's digital capabilities and talent? What new-age creative techniques are you looking to introduce?
Kartikeya> I think the group is poised to embrace newness and run in 4th gear already. We already use some of the best tech in the world to create. The global recognition of our campaign - Lulumelon by Vigil Aunty, done for HDFC bank, has given ample encouragement to us. My effort is to get this kind of a creative process into every ideation session here. We will continue to solve big business problems. The solutions today must involve data, tech, A.I, and social storytelling and go beyond just television films. As a classic meme says - modern problems require modern solutions.
LBB> How has the advertising industry evolved in terms of digital transformation, and what do you foresee as the next big trend?
Kartikeya> A lot has changed in the offering itself. Our product to sell is a tailor-made creative idea. The expectation of what an idea could be is very broad today. We’re seeing companies implement ideas at a core design, and manufacturing level or even go as far as a farmer’s farm to solve a problem. Brands are building digital experiences with us today that were not even considered earlier. Today every stream is mainstream. It’s a very exciting time to be creative in advertising because literally, the whole world is your oyster as far as where an idea could sit is concerned.
On trends, I foresee sobriety in the use of artificial intelligence. I was on the Cannes Lions jury this year, and there was a lot of vanity use of AI. Very little of that kind of work went on to win. AI is charming only when it solves a real problem or elevates an experience manifold.
Other than this, I’m expecting brands to invest a lot more in intellectual properties. I’ve been a big believer in and creator of some prominent branded IPs in India: Vigil Aunty for HDFC Bank and Brave New Art for Lenovo & Intel, to name a couple. The marketing world is finally seeing the value of investing in IPs. In a world where uniqueness is so difficult to achieve, IPs will become almost necessary for brands.
LBB> With your experience at Whackk! catering to a youth audience, what strategies do you find most effective in engaging younger demographics in today's digital landscape?
Kartikeya> I think having an ear to the ground helps. There can’t be one magic trick of strategy that works every time. The young audience today changes their behaviour quicker than we can spell Snapchat. Early learning for me was always having a first-hand understanding of subcultures. The other thing that has tripled in importance is authenticity. Young audiences don’t want to be told a sugar-coated lie by a brand. They’d much instead prefer that a brand talk to them with honesty. There are big rewards for that.
LBB> What are the trends in the region you’re expecting to see take-off in the next year?
Kartikeya> My answer is similar to the above about the next big global trend. Indian agencies are front-runners in implementing new techniques. We’ll continue to solve our socio-cultural problems by using new means. I do believe branded IPs have an enormous unfulfilled scope in India that will get addressed this year.
LBB> If you could change one thing about the industry, what would it be and why?
Kartikeya> I would change what we get paid for our work. The way our value is evaluated is not accurate. It’s high time agencies were fairly paid for the real long-term value we deliver. I think this will eventually solve all other industry problems.
LBB> Could you share some behind-the-scenes insights on the development of your notable campaigns like 'Vigil Aunty' for HDFC Bank and 'Brave New Art' for Lenovo? What were the key factors that led to their success?
Kartikeya> No. A magician never reveals their tricks.
Jokes aside, these are going to be long stories. LBB will have to invite me to a podcast to narrate those.
LBB> What advice would you give aspiring creatives looking to make a mark in the advertising industry, particularly in digital roles?
Kartikeya> Karm ki chinta karo aur phal ki bhi.
Focus on your work but also focus on the outcome/impact.
