Mayuresh Dubhashi: “Consumers Today Sit Behind Attention Walls”

Audiences worldwide are well accustomed to drowning out the noise when it comes to advertising. That’s why so many brands of late have turned to ‘interruption’ as an attention-grabbing technique.

However, FCB India’s chief creative officer Mayuresh Dubhashi warns that today’s consumer is looking for more than just a great product. They want the brands they buy from to engage them and stand for a bigger message. So, he says, interruption alone will not suffice. There needs to be a shift towards culturally-resonant narrative architecture that forges a deeper connection with consumers.

In this interview with LBB’s Sunna Coleman, Mayuresh expands on how narrative architecture works across different touchpoints, and shares examples of how this can be achieved effectively.

LBB> Tell me about storytelling in 2025 and beyond. You mention that there needs to be a shift from ‘product talk to ‘narrative architecture’.

Mayuresh> Today, people don’t just buy products; they invest in stories, symbols, and meaning. Narrative architecture allows us to move beyond a product’s function and create a world around its purpose. When you transition from a product pitch to a storytelling system, you stop interrupting people and start engaging them.

A great example is our work on adidas India’s ‘You Got This’ platform. The global narrative shifted the spotlight from pure performance to mental resilience. We had to translate that into something deeply relevant for young Indian athletes.

Our story revolved around the Indian cricket team (cricket is a religion in India) that had just lost the World Cup at home. It was a deeply scarring cultural moment, and so we worked the narrative around how this team backs itself to mount a comeback.

Classically, cricket advertising in India tends to be high-decibel, and bordering on jingoism. We went low-key and candid in execution. And we were the loudest, most heard, most loved as a result.

LBB> What is the role of craft, character and conviction in all of this?

Mayuresh> It’s never been more important. Today, our consumers don’t just stay behind paywalls, they subconsciously also take a seat behind attention walls.

Craft takes down these walls brick by brick. Character pauses time (a bit) amid the mindless doom scrolling; it creates empathy. We strongly believe the consumer at some level is aware of the empty calories they consume every day on social media, and that a well-intentioned, detailed, well-crafted, earnest brand story feels like a Michelin Star restaurant meal.

LBB> And how does emotional resonance help with commercial objectives?

Mayuresh> Emotion drives decisions, which is supported by neuroscience and years of brand behaviour research. Effective storytelling strikes that emotional chord and results in measurable business outcomes.

At FCB, we believe creativity acts as an economic multiplier. A compelling story not only fosters affinity, but also builds equity. It stirs hearts and increases market share. The right narrative can transform a commodity into a community, and a moment into momentum.

LBB> How does ‘narrative architecture’ play out across different platforms and touchpoints?

Mayuresh> New-age storytelling isn’t linear – it’s dynamic. It flows across formats, fragments, and feeds. It’s contextual, co-created, and continuous. A brand film may spark the story, but a meme carries it. A tweet could be the punchline, but a voice note might provide the plot twist.

Consider our work on Google Android’s ‘#TheSeasonThatWasnt’, in collaboration with Amazon Prime Video’s ’Call Me Bae’ (one of its biggest ever shows across geographies). Instead of making classical films, we created content that felt like the show's new season was dropping. These individual pieces integrated Android features into the show’s main character’s world, making the campaign an organic narrative extension.

Ultimately, we used a pop culture phenomenon and placed our brand right on the sweet spot of hype. Did Amazon Prime Video make a campaign for Android? Or did Android make content for Amazon Prime Video?

Similarly, with Uber One – Uber’s latest membership programme in India – we uncovered a curious, very unique, deeply cultural phonetic phenomenon. Basically, thousands and thousands of Indian names sound like they have ‘one’ in them. Bhu’van’. Pa’wan’. ‘Van’dana. Shreya Dhan’wan’tary. And so on.

Essentially we turned every such name into a media asset for Uber One. You have ‘one’ in your name, you get free Uber One membership. That’s that. No mass campaign, no flashy announcements. Just hyper-personalised invites triggered by influencers that led to a promo being gamified.

Both campaigns demonstrate that storytelling isn’t merely about what you say – it’s about what people feel a part of. At FCB India, we create brand stories that function like cultural conversations: dynamic, inclusive, and designed to spread.

LBB> Any last things to consider?

Mayuresh> Culture is the only true currency in a diverse, hyper-connected market like India. Being fluent in culture – not just aware of it – is non-negotiable. It means understanding not just what people consume, but what consumes them. Great storytelling taps into that cultural pulse. It feels like it was made with the audience, not for them.