“Without Failure, Growth Remains Incomplete” with Gurbaksh Singh
Gurbaksh Singh is the chief creative officer of Innovation at Dentsu Creative, India.
He established India's first-ever creative tech lab, driven by a vision to accelerate brands through technology. Currently, he heads the country's largest creative tech lab in the advertising agency domain. His fascination with the intersection of technology and creativity is not merely a work ethic, but a way of life.
With over two decades of experience, his work has garnered accolades such as multiple Grand Prix at Cannes Lions, Titanium Lion, Best of Discipline at OneShow, Innovation and Grand Prix at Spikes Asia, D&AD, Adfest, Webby and he has had the distinction of serving on esteemed juries nationally and internationally.
He made history by hacking into the British Museum to create an undercover tour of debated artefacts, earning India's first-ever Cannes Lions Agency of the Year (AOY) for 'The Unfiltered History Tour,' which became the country's most celebrated work at Cannes to date.
LBB> What was your first experience of leadership?
Gurbaksh> My first leadership experience came unexpectedly in the early 2000s when almost the entire office resigned over an absurd reason. Suddenly, I found myself in a position where I had to take charge. With only a handful of people left, the workload was overwhelming, but instead of backing down, I saw it as an opportunity. I took on the challenge of streamlining operations, motivating the remaining team, and ensuring the work continued seamlessly.
This trial by fire taught me the essence of leadership, resilience, adaptability and the ability to inspire others during uncertainty. It was a defining moment that shaped my approach to problem-solving and leading teams, proving that leadership isn’t about labels but about stepping up when it matters most.
LBB> How did you figure out what kind of leader you wanted to be – or what kind of leader you didn’t want to be?
Gurbaksh> I figured out the kind of leader I wanted to be through experience and self-awareness. I never saw leadership as just giving orders. I don’t believe in leaving people to struggle independently. Instead, I like to work alongside my team, shoulder to shoulder, solving problems together and finding a way forward as a unit.
My journey through challenges taught me the value of leading by example rather than authority. I wanted to be the kind of leader who guides, supports, and empowers, rather than one who simply delegates and watches from a distance. This approach has helped me build stronger teams, where trust and collaboration drive success.
LBB> What experience or moment gave you your biggest lesson in leadership?
Gurbaksh> One of my biggest leadership lessons came during my first overnight work experience in the office. I was assigned an urgent delivery and despite coming from a background where work hours were strictly 9 AM - 6 PM, this task required me to stay back late, a completely new experience for me.
That night, I learned a valuable lesson: people don’t give their time and effort just because of orders; they do it out of respect for the skills and knowledge you share with them. If you can teach people something they truly value, they will naturally give you their time and attention, not out of obligation, but because they see the worth in what you bring to the table. That insight shaped my leadership style, making me focus more on mentorship, collaboration, and adding value rather than just delegating tasks.
LBB> Did you know you always wanted to take on a leadership role? If so how did you work towards it and if not, when did you start realising that you had it in you?
Gurbaksh> Life is like a surprise gift and you never really know what’s coming next. When I first started, the only thing on my mind was finding a job to support my family. Survival was the driving instinct, and that pushed me to work hard and learn whatever I could to guard the future.
The idea of leadership wasn’t something I consciously aimed for at the time. But over the years, as I climbed the ladder step by step, I started realising that my ability to navigate challenges, help others, and guide projects naturally led me toward leadership. It wasn’t a grand plan, it just unfolded as I grew into the role.
LBB> When it comes to 'leadership' as a skill, how much do you think is a natural part of personality, how much can be taught and learned?
Gurbaksh> I believe leadership is a blend of personality and learned skills. As an introvert, I’ve always preferred letting my actions speak louder than words, rather than being the loudest voice in the room. However, leadership isn’t just about natural traits, it’s also about adapting, learning, and evolving with time.
The creative director in me keeps me on my feet, always ready to switch into action mode when needed. At the same time, I’ve learned the importance of patience, letting the team take the first cut before stepping in with feedback. Balancing guidance and team ownership is an ongoing learning process, especially in today’s evolving world where leadership requires a mix of mentorship, adaptability, and collaboration rather than just authority.
LBB> What are the aspects of leadership that you find most personally challenging? And how do you work through them?
Gurbaksh> One of the most personally challenging aspects of leadership for me is maintaining a balance between being hands-on and knowing when to step back. I have a natural tendency to dive deep into every detail, especially when I'm passionate about a project. I often lose track of time, including weekends, when I'm immersed in the work.
However, I’ve learned that it's important to control my curiosity and be mindful of the diverse energy levels within the team. Everyone works at different paces, so I’ve had to become more aware of when to give space for others to take the lead, and when to offer support without overwhelming them.
LBB> Have you ever felt like you've failed whilst in charge? How did you address the issue and what did you learn from it?
Gurbaksh> I admit that I’ve failed multiple times while in charge, but I see failure as an essential part of growth. The most important takeaway is to learn from mistakes, build strength and develop patience. Failure teaches you the toughest lessons, ones that shape you in ways success never could.
Whenever I faced setbacks, I focused on analysing what went wrong, adapting, and coming back stronger. Instead of seeing failure as a roadblock, I treated it as a stepping stone toward improvement. These experiences have made me a more thoughtful leader, one who embraces challenges rather than fears them. Without failure, growth remains incomplete.
LBB> As you developed your leadership skills did you have a mentor, if so who were/are they and what have you learned? And on the flip side, do you mentor any aspiring leaders and how do you approach that relationship?
Gurbaksh> I was fortunate to have Sudesh and Sidharth, founders of Webchutney, as mentors. They provided essential guidance on creativity and navigating the corporate world, helping me expand my boundaries, think strategically, and approach challenges with a clear mindset. Their integrated knowledge shaped my growth, teaching me both creative excellence and corporate acumen.
Beyond that, my relationship with the agency’s founders evolved into a deep, familial bond. We weren’t just colleagues; we were partners running the show together. Their mentorship came at a critical point in my career, offering the perfect balance of challenge and support, which profoundly shaped my journey.
Now, as a mentor myself, I pay it forward by fostering an environment where my team has the space to innovate, take risks, and learn from failures. I trust them, just as my mentors trusted me, encouraging them to embrace roadblocks as opportunities for growth. Leadership isn’t about control; it’s about empowering others to find their path to success.
LBB> In continually changing market circumstances, how do you cope with the responsibility of leading a team through difficult waters?
Gurbaksh> Leading a team through uncertain times means staying ahead of the curve. I see it as my responsibility to safeguard my team’s future, and the only way to do that is through constant learning, adaptability, and foresight.
I keep a close watch on evolving market trends, technologies, and shifts in consumer behaviour, ensuring we’re always prepared for what’s next. The key is to be super quick in adopting and evolving stagnation is not an option. Every day, reinvent yourself, push boundaries, and encourage your team to do the same. That’s how we turn challenges into opportunities.
LBB> As a leader, what are some of the ways in which you’ve prioritised diversity and inclusion within your workforce?
Gurbaksh> As a leader, I’ve always believed that diversity fuels creativity. Our workforce spans multiple generations, from millennials to gen z, bringing a broad range of perspectives to the table. We ensure an inclusive environment where both men and women have equal opportunities to contribute, collaborate and lead.
By fostering a culture of open dialogue and mutual respect, we create a vibrant space for fresh, innovative ideas to emerge. Diversity isn't just about representation, it’s about making sure every voice is heard and valued, leading to richer, more impactful creative solutions.
LBB> How important is your company culture to the success of your business? And how have you managed to keep it alive with increases in remote and hybrid working patterns?
Gurbaksh> Company culture is the foundation of any successful business, and I’ve experienced this first-hand, having spent nearly two decades in the same organisation. A strong culture fosters trust, collaboration, and longevity, making it possible to grow and evolve within the same environment.
With the rise of remote and hybrid work, I see an opportunity rather than a challenge. We now have access to diverse minds from across locations, bringing fresh perspectives that were never possible before. Instead of resisting change, I believe in embracing it, finding the positives, and evolving with the ever-changing world.
LBB> What are the most useful resources you’ve found to help you along your leadership journey?
Gurbaksh> The most useful resources in my leadership journey have been the ability to be a good listener and absorb all the positive energy I can from different sources.
Whether it’s feedback from my team or seniors, insights from mentors or observing industry trends, I always make sure to take in valuable perspectives. This has helped me adapt and grow, while also providing a broader view of different approaches and strategies.
