Priyanka Nair: “This Is the Best Era for the Creative Industries”
Appointed national strategy director at FCB Kinnect last year, Priyanka Nair spearheads the creation of transformative strategic solutions for clients. Furthering the digital-first agency’s commitment to pioneering a future where digital remains the cornerstone of brand communication strategy, Priyanka leads across Delhi, Bengaluru and Mumbai.
Moving from Ogilvy where she was executive vice president – planning and strategy, Priyanka holds over fifteen years of experience. She has worked closely with brands like Coca-Cola Nutrition, Minute Maid, Audi India and Tata Sky (now Tata Play), among others. Her work has bagged various awards at the Cannes Lions, Effies and more.
In this interview with LBB’s Sunna Coleman, Priyanka shares her passion for solving puzzles, the brands she loves from a strategic point of view, and her grandfather’s advice that she always holds close.
LBB> You were appointed national strategy director at FCB Kinnect last year. How have your first few months been and what is your overall vision for 2025?
Priyanka> It has been a crazy seven months and I’m not complaining! I don’t think I’d have wanted it any other way either. We got our hands on some fun briefs, some challenging pitches to work on, and as FCB Kinnect, we wrote our first ever Effies cases (we’ve got a few shortlists too!).
In short, 2024 has been quite an exciting learning curve for me and I think there is a lot more learning to do. So 2025 is going to be a lot more lessons, scaling up the strategy function, finding newer ways to bring in more integrated and idea-out thinking.
LBB> You have worked in strategy for many years. What draws you to the subject and what traits do you believe make for a good strategist?
Priyanka> That’s an interesting question. In fact, I have never really thought about what makes me love strategy so much. So thank you! I believe that what draws me to strategy has a lot to do with the kind of person I am. I am a bit of a geek. I love solving puzzles, a game of scrabble is my stress buster.
I don’t think there is anything more beautiful and purer in this world than art and poetry. I always find new things to do and new places to go to. What keeps me hooked on to strategy is exactly this – finding ways to solve problems, searching for new perspectives and uncovering newer opportunities. People make strategy sound like a big deal. It isn’t. In fact, it is quite the opposite. It doesn’t take a lot to be a good strategist. Just keep five things in mind…
- Be just as obsessed with small data as you are with big data. Most times, our best solutions come from the tiniest details.
- Read art and poetry with intent – some of the deepest human truths are hidden in them.
- Trust your instinct. It’s almost never wrong.
- Be patient. Be empathic. Be curious. Ask more whys and what ifs. The more you do this, the richer your inputs.
- Spend more time talking to people rather than reading up from a screen. Talk to your loved ones, your friends, your teammates, your colleagues, the pan-wallah by the road, your Uber driver, the sandwich guy outside the office… just talk.
LBB> What’s the most important piece of advice you received early on in your career? How does it influence you and your work today?
Priyanka> My maternal grandfather is my biggest influence, both personally and professionally. There are three things that I always follow:
- Consistency and resilience is key to thrive.
- Everything is a choice. So choose consciously.
- Our minds can never get full. We need to keep filling it up with knowledge, memories and experiences.
LBB> How do you keep yourself updated on developments in your field? Where do you find cultural and consumer insights today?
Priyanka> Reading. Observing. Talking. Repeat. This is the only way to keep yourself at pace with the fast-moving world today. And there is no one place to find cultural or consumer insights. It is pretty much everywhere – in the streets and on your screens!
LBB> We’re used to hearing about the best creative advertising campaigns, but what’s your favourite historic campaign from a strategic perspective? One that you feel demonstrates great strategy?
Priyanka> There are quite a few actually. I could go on and on about this. But the one I have grown up seeing and learning is Cadbury. Their strategy, both internationally and in India, is an iconic example of effective strategy in action. Globally, the brand has consistently built upon its core philosophy of 'there’s a glass and a half in everyone' – a message that speaks to the values of optimism, generosity, and human potential.
In India, however, Cadbury has not only maintained this universal appeal but also found a permanent sweet spot within a mithai-loving culture – a feat few brands have managed to achieve with such longevity and resonance. The ability to embed chocolate as part of the Indian tradition of gifting and celebration speaks volumes about their strategic cultural understanding and foresight.
Nike is another example of consistently great creative work that is born out of strategy.
LBB> Looking at the broader industry, what gets you really excited and what frustrates you? What could the industry be doing better?
Priyanka> I think we as advertisers and marketers are living in challenging yet exciting times. Let me talk about what excites me, first. Contrary to popular belief, I think this is the best era for the creative industries to thrive and flourish. We have creative tech, data, AI, new media, behavioural science – all of these at our disposal. Instead of seeing them as a threat, we need to treat them as our superpowers. Hone them. Master them. Experiment with them. We should all look at ourselves as modern-day alchemists.
Now what frustrates me. The fact that we have swapped long-term thinking for short-term metrics and success. Why is every piece of creative work so measured and number-driven? Where are all the soulful, hair-raising, heart-tugging, mind-blowing, whackiest, boundary-pushing iconic ideas? I believe it’s time for us to wake up and smell the coffee!
LBB> Lastly, what do you love to do outside of work to recharge? What are your personal goals?
Priyanka> Any form of physical activity – walking, running yoga, gym, playing a sport, never fails to recharge me. Apart from that, two holidays in a year – one with the family, one by myself. It’s a great detox.
My most important personal goal this year is to overcome very deep fears I have. One, the fear of water – I intend to overcome this by learning to swim and dive. Two, my fear of public writing. I am very happy to journal my thoughts but when it comes to public writing, I have a massive writer’s block. So this year is all about making a conscious attempt to write more on public forums. And I think I’ve gotten off to a fairly decent start with this interview.
