At the Storyboard18, Global Pioneers Summit, Kunal Shah, founder and CEO of CRED, offered a candid reflection on artificial intelligence, positioning curiosity—not expertise—as the key to navigating the accelerating technological landscape.

“The advantage of being ‘dumb’ is that you ask unlimited questions,” Shah said. “AI is magical for people like me who are perpetually curious.” Far from self-deprecating, his remarks underscored a broader point: those who embrace not knowing are often better equipped to harness the power of emerging tools.

Shah criticized what he called “expert denialism” of AI, contrasting it with his own relentless inquiry—“I ask around 100 questions a day,” he noted — fueled by AI’s capacity to deliver instant insight. He predicted that the technology will redefine creativity by enabling “hybrids,” individuals who use AI to think deeper and faster.

“True creatives will thrive,” he said. “AI offers prompts, feedback, and new perspectives. But those who rely on rote processes will be exposed.”


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Asked whether AI has lowered the creative bar, Shah offered a more nuanced view: “Originality is just connecting more dots across broader contexts. AI helps gather those dots faster. The challenge is making meaning from them.”

The advertising world, he argued, has already been reshaped. “You once needed a top agency to produce a good ad. Now, an intern with AI can replicate 80 percent of that.” As tools improve, so too will our ability to filter mediocrity and sharpen creative taste.

Shah also touched on shifting cultural dynamics, noting that digital saturation has dulled attention spans. “Younger people are perpetually bored. They’ve consumed everything - Korean dramas, global memes, TikToks. It takes more to move them.”

At CRED, that insight led to a deliberate break from convention. “No one knew what we did at first. That confusion got people talking. That was the win.”

He observed a generational power shift in households, with teens often driving digital adoption. “Every home has a de facto CTO aged 10 to 18. They’re also becoming the procurement officers. Businesses will cater to them.”

This generational shift, coupled with AI’s rise, may upend how we spend time and money. Shah divides transactions into two categories: boring (bill payments, errands) and interesting (experiences, entertainment). AI, he believes, will increasingly automate the former, freeing people to invest in the latter.

He warned, however, that AI may deepen existing divides. “In India, 20 to 30 million people drive the bulk of consumption. These consumers are already global in their tastes—and increasingly difficult to engage.”

Shah imagines a near future with radically diminished advertising. “Soon, TVs will skip ads by default. AI agents will shop for us without seeing a single brand message. That changes everything.”

Looking ahead, Shah’s concern is not technological progress but human adaptability. “The tech is outpacing our ability to keep up. Most people aren’t wired for constant reinvention. But some are. The question is: which kind are you?”

WATCH: Kunal Shah on AI, creativity, and the future of human adaptation

As the 18th season of the Indian Premier League coincides with soaring summer temperatures, the soft drink market has become a battleground for an intensified modern Cola War. With Campa challenging industry titans Coca-Cola and PepsiCo, the competition has escalated, marked by aggressive pricing strategies and high-profile advertising campaigns.

<a href="https://www.storyboard18.com/special-coverage/democratisation-partnerships-and-purpose-driven-growth-to-achieve-viksit-bharat-jagrut-kotecha-of-pepsico-60598.htm">PepsiCo’s Jagrut Kotecha on collaboration, purpose, and the future of business in India</a>

<a href="https://www.storyboard18.com/special-coverage/in-photos-at-global-pioneers-summit-visionaries-chart-the-future-of-business-and-creativity-60703.htm">IN PHOTOS: At Global Pioneers Summit, visionaries chart the future of business and creativity</a>

In an effort to capture market share, all three brands have embraced an accessible pricing model, offering products at Rs 10. Campa Cola has positioned its 200 ml bottle at this price point, while Coca-Cola has reduced its 250 ml variant from Rs 20 to Rs 15. Meanwhile, both Coca-Cola and PepsiCo have expanded their portfolios with sugar-free options, trying to address health-conscious consumers and Campa's fast-paced growth and marketing. 

Coca-Cola, reinforcing its commitment to affordability, introduced a Rs 10 Coke Zero pack, while PepsiCo countered with Pepsi Black in a comparable price range. But the race to attract consumers is as much about nostalgia and branding as it is about affordability.

At the Storyboard18 Global Pioneers Summit, Jagrut Kotecha, PepsiCo’s CEO for India and South Asia, spoke about the company’s strategic evolution. "For PepsiCo, consumers are at the heart of every campaign, and we design products with them in mind," Kotecha said, positioning the company as a brand that goes beyond cola.

The competition has been highlighted by a series of advertising face-offs. Earlier this month, PepsiCo took a direct shot at Coca-Cola’s “Half Time” campaign during a marquee India-Pakistan match, flipping the narrative with: Why stop at halftime when it's ALWAYS Pepsi Time? The campaign leveraged nostalgia, which Kotecha described as a key driver of consumer engagement.

While the Coca-Cola and PepsiCo rivalry is decades-old, the reemergence of Campa Cola has added a new dimension. Kotecha acknowledged that while PepsiCo maintains a challenger mindset, adaptability remains key. "Whether as a market leader or follower, agility enables us to stay ahead," he noted.

“All our campaigns - past and present - are deeply consumer-centric. We are consumer mavericks, putting them at the core of everything we do,” he said. “The nostalgia factor resonated strongly. That’s why Pepsi remains a beloved trademark.”

Beyond competition, Kotecha emphasized collaboration on sustainability initiatives, particularly in plastic waste management. He highlighted PepsiCo’s role in the “WeCare” forum, an alliance of 25-27 companies dedicated to recycling efforts. "When we share a common goal, we can put competition aside," he said, citing the program’s success in achieving 100% recycling of materials.

Addressing the growing skepticism around purpose-driven brands, Kotecha argued that authenticity is critical. "Consumers are astute; they can sense when a brand's purpose isn’t genuine," he said, citing Lay’s partnerships with 27,000 farmers as an example of corporate social responsibility embedded in business strategy.

He also stressed the importance of risk-taking and innovation, asserting that “predictable ideas don’t lead to breakthroughs.” On failure, Kotecha offered a pragmatic view: "Failure is just the first attempt at learning. The real issue is not taking action; failing is part of the process."

<a href="https://www.storyboard18.com/special-coverage/dream11s-ipl-campaign-creators-unveil-behind-the-scenes-insights-at-storyboard18s-global-pioneers-summit-60662.htm">Dream11’s IPL campaign creators unveil behind-the-scenes insights at Storyboard18’s Global Pioneers Summit</a>

<strong>WATCH THE SPEECH HERE:</strong>

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PepsiCo's CEO says 'consumer maverick' mindset drives success amid Cola Wars

The enduring value of deep reading remains as vital as ever in an era defined by the rapid consumption of digital content. At the Global Pioneers Summit 2025, Michael Sheldrick, author and co-founder of Global Citizen, highlighted the transformative power of books—not just in his own life, but as a tool for fostering critical thinking and meaningful societal progress. In conversation with author and columnist Reeta Ramamurthy Gupta, Sheldrick made the case for reading as a vehicle for both personal and global change.

For Sheldrick, books have never been merely a pastime; they have been a guidepost. He credited The Road Less Traveled by M. Scott Peck as a foundational influence, one that encouraged him to embrace unconventional paths. That philosophy ultimately led him to establish Global Citizen, an advocacy organization committed to tackling global challenges through activism and policy change.

"A book that truly resonated with me as I was finishing high school was The Road Less Traveled by M. Scott Peck," Sheldrick said. "I struggled academically and athletically, often feeling like an outsider. But thanks to a teacher who believed in me, I made it to university to study law. That same teacher recommended The Road Less Traveled, which taught me about bravery, resilience, and the power of forging one’s own path. It became a source of comfort and clarity as I navigated law school and beyond."

A key theme that emerged from the discussion was the importance of engaging with literature that challenges one’s own viewpoints. Sheldrick pointed to Churchill’s Shadow, a book that offers a critical perspective on Winston Churchill, as an example of how reading can strengthen critical thinking and prevent historical idolization. This, he noted, aligns with the philosophy of John Stuart Mill, who argued that ideas grow stronger when they are rigorously debated.

"It’s important to read about leaders you admire—not just to celebrate their triumphs, but to understand their flaws," Sheldrick observed. "Society falters when we place individuals on pedestals without reckoning with their complexities. Churchill’s Shadow was eye-opening for me. Growing up with British parents, Churchill was revered in my household. But admiration must be accompanied by analysis. He stood firmly against fascism, but that does not absolve him of his missteps. As John Stuart Mill put it, our ideas gain strength when we challenge them."

Sheldrick also cited Same as Ever by Morgan Housel, which posits that enduring success is rooted in understanding unchanging principles rather than chasing fleeting trends. This insight, he suggested, is equally relevant in business and activism, where piloting ideas before scaling them can help organizations avoid costly missteps.

Moreover, he stressed the fundamental role of storytelling in advocacy and marketing. According to Sheldrick, the ability to articulate an organization’s mission compellingly is crucial for engagement and impact. He invoked a guiding principle: "No one can do everything, but everyone can do something."

In a nod to the evolving role of technology, Sheldrick acknowledged that artificial intelligence has the potential to enhance reading comprehension—but only if used judiciously. "AI can be a powerful tool for expanding our understanding, allowing us to wrestle with complex concepts more effectively," he said. "But it shouldn’t be a shortcut. The data is clear: over-reliance on summaries and digital shortcuts can erode cognitive abilities, critical thinking, and even mental health, leading to anxiety and apathy. More than that, it strips away the joy of reading. There is something irreplaceable about the act of immersing oneself in a book, about disappearing into another world. That kind of happiness is not easily replicated."

Ultimately, Sheldrick’s message was one of urgency and optimism: reading is not merely a habit, but a cornerstone of leadership and innovation. By engaging with diverse perspectives, focusing on enduring truths, and embracing the art of storytelling, individuals can equip themselves to become sharper thinkers and more effective leaders. In an age of fleeting information, books remain a steadfast source of wisdom and transformation.

<strong>More about the Storyboard18 Global Pioneers Summit</strong>

<em>The Global Pioneers Summit is a celebration and exploration of the transformative potential of creativity, empowering individuals and businesses to think differently, act boldly, and craft a future that resonates with purpose and vision. Creativity is not just about artistic expression — it is a force for solving real-world problems, innovating products, and creating connections in ways that traditional methods cannot. And there are pioneers behind this shift, who have dared to think different.</em>

<em>The Global Pioneers Summit stands as a premier celebration of the visionary forces propelling businesses forward, spotlighting the global brands emerging from India — an ever-growing hub of creativity and innovation on the world stage.</em>

<em>From groundbreaking innovations to impactful storytelling, key decision-makers and innovators from business, marketing, advertising, tech, and academia exchange insights, build connections, and draw inspiration from some of the most compelling work driving industries forward globally.</em>

<em>In today's rapidly evolving world, creativity can be a powerful force to drive business growth, shape industries, and influence societal behavior, culture, and values. Storyboard18 Global Pioneers Summit puts the spotlight on the true purpose and power of creativity and the pioneers leading the way.</em>

<strong>Watch video here:</strong>

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The lost art of reading: Why Michael Sheldrick says books are the key to changing the world

India’s gaming industry is evolving at breakneck speed. With thriving communities and brands vying for attention, the next level looks like a massive opportunity for brands, storytellers, and communities to co-create. At Storyboard18's Global Pioneers Summit, Srinjoy Das, Associate Director of Marketing, Krafton India and Rahul Mathew, Chief Creative Officer & Executive Director, DDB Mudra Group discussed how creativity, community building, and brand partnerships are shaping the future of gaming in India.

Das stated, "We’re now a nearly $4 billion industry, with over 750 million internet users. Gaming was always poised to take center stage. At Krafton, BGMI was an early adopter at the cusp of India’s internet revolution, and that gave us a massive amount of community and brand love to work with. When brands engage with us now, the possibilities are vast. For example, an auto company recently integrated one of their car models directly into our game. Think about that—driving inside a high-emotion, high-involvement environment like a video game. It creates a deep emotional attachment to the brand.

While addressing the importance of marketing in gaming, Mathew reflected, "Gaming has become more than entertainment—it’s a cultural and social phenomenon. From a creative standpoint, brands need to integrate into gaming ecosystems without disrupting the user experience."

"The most amazing thing about gaming is how immersive it is. When a gamer is in, you’ve got 100% of their attention. But that also means brands must be authentic. Communities will reject you if you don’t align with who they are. It’s like what happened with LGBTQ+ representation. Initially, brands jumped in because it was the "right" thing. But eventually, communities asked, “Why are you talking to me? What are you really doing for us?” That reckoning will come to gaming too. The sooner brands start respecting and understanding the community, the longer their journey in gaming will last," Mathew explained.

On storytelling in the gaming world, Mathew noted, "There’s no one-size-fits-all approach. You just have to be interesting and relevant to the community. Gaming gives you enormous insights—stories, data, behaviors. You can customize stories to individual players based on how they behave in-game. That’s powerful."

"When I did my first campaign for BGMI three years ago, I was blown away. The commitment of the community is insane. Sometimes, all we need to do is drop something and step back—it takes on a life of its own. Recently, we found a couple who met and fell in love through BGMI. Not just friendships—actual love stories are emerging from this space. So we’re organizing a real wedding inside the game for them. It’ll be a hybrid offline-online event, complete with baraat, mehendi, and sangeet. We’re redesigning maps with the community to create a full shaadi experience," Mathew added.

<strong>Read More:</strong><a href="https://www.storyboard18.com/special-coverage/largest-employer-in-the-world-is-inefficiency-ai-is-eliminating-that-rapidly-creds-kunal-shah-60600.htm" rel="noopener" target="_blank">Largest employer in the world is inefficiency; AI is eliminating that rapidly: CRED's Kunal Shah</a>

Offering his perspective on gaming as a cultural platform, Das observed, "BGMI today isn’t just a game—it’s a cultural platform. When people play, they talk about everything: canteen gossip, friends, life. It’s becoming a space for bonding and expression. Sometimes I switch on voice chat just to hear what people are saying. They’re not discussing gameplay—they’re building connections. We’re unintentionally giving Tinder a run for its money! But jokes aside, this is an incredibly emotional space. Millions of people will watch that wedding—not on YouTube or Instagram—but inside the game."

Turning the focus to Indianization and Cultural Relevance of gaming, Das pointed out," For us, localization goes beyond language. For example, we’ve introduced voice commands in regional languages—Gujarati, Bengali, and more. That’s just one layer. We also partner with Indian brands—auto companies, QSRs, fashion labels—to bring their presence into the game’s menus and environments. Players can wear sherwanis or even play as Ranveer Singh, one of our ambassadors."

"We’ve created full shows based on the game, not just product placements. One of our series has an IMDb rating of 8.8 and millions of views. Last Diwali, we told a story of four friends from different parts of India who became a squad through BGMI. That short film earned 10 million views and was shortlisted at Spikes Asia. So yes, for us, localization is full Indianization. The "I" in BGMI stands for India," Das shared.

<strong>Read More:</strong><a href="https://www.storyboard18.com/special-coverage/colgate-palmolives-prabha-narasimhan-on-prioritizing-integrity-instead-of-metrics-in-business-60587.htm" rel="noopener" target="_blank">Colgate-Palmolive's Prabha Narasimhan on prioritizing integrity instead of metrics in business</a>

Shedding light on gamification of culture, Mathew noted, "It’s not just brands participating in culture—it’s games gamifying culture. Language, fashion, even memes come out of this world. Words like “OP” (overpowered) come from gaming, and now Gen Z uses it across social media. That’s deep cultural integration.
If brands want to tap into this, they need to live the culture. Our teams are led by actual gamers. They tell us what will work—and what won’t."

While discussing the future of BGMI and Indian Gaming, Das reflected, "You can’t rest. Attention spans are short, and competition is relentless. That’s why we break traditional marketing rules. Instead of 2–3 campaigns a year, we do 20–30. We’re planning everything from an anime series, to feature updates, and engagement-driven campaigns where YouTube, Instagram, and in-game experiences are all interconnected."

"The future of gaming marketing is symbiotic, social, and surprise-driven," Das added.

<strong>Read More:</strong><a href="https://www.storyboard18.com/special-coverage/wpps-daniel-hulme-on-how-ai-agents-are-the-future-of-marketing-60639.htm" rel="noopener" target="_blank">WPP's Daniel Hulme on how AI Agents are the future of marketing</a>

<strong>More about the Storyboard18 Global Pioneers Summit</strong>

The Global Pioneers Summit is a celebration and exploration of the transformative potential of creativity, empowering individuals and businesses to think differently, act boldly, and craft a future that resonates with purpose and vision. Creativity is not just about artistic expression — it is a force for solving real-world problems, innovating products, and creating connections in ways that traditional methods cannot. And there are pioneers behind this shift, who have dared to think different.

The Global Pioneers Summit stands as a premier celebration of the visionary forces propelling businesses forward, spotlighting the global brands emerging from India — an ever-growing hub of creativity and innovation on the world stage.

From groundbreaking innovations to impactful storytelling, key decision-makers and innovators from business, marketing, advertising, tech, and academia exchange insights, build connections, and draw inspiration from some of the most compelling work driving industries forward globally.

In today's rapidly evolving world, creativity can be a powerful force to drive business growth, shape industries, and influence societal behavior, culture, and values. Storyboard18 Global Pioneers Summit puts the spotlight on the true purpose and power of creativity and the pioneers leading the way.

<strong>Watch the video here:</strong>

<iframe width="560" height="315" src="https://www.youtube.com/embed/8tG5DH_ckBU?si=5UTnor1vRswwuMU7" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

Krafton's Srinjoy Das at GPS 2025: Future of gaming marketing is symbiotic, social, and surprise-driven

As the Indian Premier League (IPL) continues to command attention across the nation, marketing experts are advocating for an omnichannel approach to advertising, urging brands to expand their presence beyond traditional platforms.

<a href="https://www.storyboard18.com/special-coverage/leading-with-purpose-creates-win-for-consumers-community-and-business-hina-nagarajan-of-diageo-india-60584.htm">Leading with purpose creates win for consumers, community, and business: Hina Nagarajan of Diageo India</a>

"Since IPL is omnipresent - with consumers simultaneously scrolling, tweeting, and shopping during matches—leveraging a cross-channel strategy is crucial to capturing fragmented attention across the open web, social media, and mobile platforms," said Saurabh Khattar, Country Manager at IAS India. "Brands should move beyond a single-screen focus and adopt a multichannel approach."

Speaking at the Storyboard18 Global Pioneers Summit 2025, Khattar emphasized the importance of contextual advertising, advising brands to align their campaigns with key IPL moments. "Beyond brand safety, marketers must prioritize measuring audience attention and optimizing ad spend to maximize returns on advertising investment (ROAS)," he noted.

<a href="https://www.storyboard18.com/special-coverage/colgate-palmolives-prabha-narasimhan-on-prioritizing-integrity-instead-of-metrics-in-business-60587.htm">Colgate-Palmolive's Prabha Narasimhan on prioritizing integrity instead of metrics in business</a>

The shifting dynamics of media consumption were also a focal point of discussion. Tushar Malhotra, Director of Sales and Marketing at Bisleri India, highlighted the growing influence of younger consumers. "The digital landscape has evolved rapidly. Traditional metrics like Share of Voice (SOV) and Gross Rating Points (GRP) once dominated advertising budgets, but Gen Z audiences are moving away from television in favor of digital platforms. To engage this demographic effectively, brands must cultivate a strong digital presence," Malhotra said.

He further emphasized the need for an integrated marketing approach, in which messaging is seamlessly distributed across multiple channels to reach a diverse consumer base.

MVS Murthy, Chief Marketing Officer at Federal Bank, acknowledged the challenges of engaging an increasingly fragmented audience. "My concern is whether a narrative designed for a 45-second television spot can be effectively translated into an Instagram Reel," he said. With consumers engaging with media content around the clock, brands must find innovative ways to remain relevant and sustain audience engagement, he added.

<a href="https://www.storyboard18.com/special-coverage/democratisation-partnerships-and-purpose-driven-growth-to-achieve-viksit-bharat-jagrut-kotecha-of-pepsico-60598.htm">Democratisation, partnerships, and purpose-driven growth to achieve 'Viksit Bharat': Jagrut Kotecha of PepsiCo</a>

Looking ahead, Murthy predicted that global brands will prioritize measurable advertising performance, while mid-sized companies may continue to allocate resources to non-digital channels. "We are witnessing a significant shift in above-the-line (ATL) advertising as mid-market and mid-tier segments in India experience growth," he observed.

Khattar also highlighted the growing role of Connected TV (CTV) in digital marketing. "Digital and video marketing are expanding rapidly, and within this space, CTV has emerged as a premium channel," he said. "In 2023, India had nearly 28 million CTV households, a number expected to reach 50 million by the end of 2025. As a result, ad-supported streaming is on the rise, offering brands enhanced measurability and real-time optimization capabilities."

As digital media consumption patterns continue to evolve, marketers remain focused on devising innovative strategies to keep pace with an ever-changing landscape.

<a href="https://www.storyboard18.com/special-coverage/dream11s-ipl-campaign-creators-unveil-behind-the-scenes-insights-at-storyboard18s-global-pioneers-summit-60662.htm">Dream11's IPL campaign creators unveil behind-the-scenes insights at Storyboard18's Global Pioneers Summit</a>


<strong>More about the Storyboard18 Global Pioneers Summit</strong>

<em>The Global Pioneers Summit is a celebration and exploration of the transformative potential of creativity, empowering individuals and businesses to think differently, act boldly, and craft a future that resonates with purpose and vision. Creativity is not just about artistic expression — it is a force for solving real-world problems, innovating products, and creating connections in ways that traditional methods cannot. And there are pioneers behind this shift, who have dared to  think different.

The Global Pioneers Summit stands as a premier celebration of the visionary forces propelling businesses forward, spotlighting the global brands emerging from India — an ever-growing hub of creativity and innovation on the world stage. From groundbreaking innovations to impactful storytelling, key decision-makers and innovators from business, marketing, advertising, tech, and academia exchange insights, build connections, and draw inspiration from some of the most compelling work driving industries forward globally.

In today's rapidly evolving world, creativity can be a powerful force to drive business growth, shape industries, and influence societal behavior, culture, and values. Storyboard18 Global Pioneers Summit puts the spotlight on the true purpose and power of creativity and the pioneers leading the way.</em>

Watch here:

<iframe width="560" height="315" src="https://www.youtube.com/embed/feussUiVNDM?si=YcA81JZiESDvendD" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

Cricket, commerce, connectivity: Top marketers on how brands can win big in IPL

Dream11's latest Indian Premier League (IPL) campaign has captured massive attention—not just for its star-studded lineup but for its sharp writing and high production value. Featuring Bollywood icons Aamir Khan and Ranbir Kapoor alongside cricketing superstars Rohit Sharma, Hardik Pandya, and Jasprit Bumrah, the ad has struck a chord with audiences. By blending nostalgia, humor, and competitive team-building, Dream11’s drama-filled IPL campaign, 'Aapki Team Mein Kaun,' proves that great advertising is about more than just big budgets and big names.

To offer a glimpse into what went behind the making of this masterstroke campaign, Adarsh Atal, Group Chief Creative Officer at Quotient Ventures, and Shriram Iyer, Co-founder of ZeroFifty Mediawork—the duo behind the concept—joined renowned filmmaker Nitesh Tiwari, who directed the ad, to share exclusive insights into how the campaign took shape and captured the nation’s imagination, at Storyboard18's Global Pioneers Summit on March 28. 


<strong>Read more: <a href="https://www.storyboard18.com/special-coverage/creativity-is-the-force-to-change-human-future-devika-bulchandani-of-ogilvy-60629.htm">Creativity is the force to change human future: Devika Bulchandani of Ogilvy</a></strong>

Reflecting on his experience working with cricketers and directing them for the campaign, Tiwari remarked, "I have worked with each one of them in the past... most of them are very competent. It surprises me every time I work with them." 

Having collaborated with most of the featured cricketers in previous Dream11 campaigns, he noted that familiarity made things easier. "If you're working with somebody for the first time, it takes a while for that person to understand your style of working and for you to understand how to bring out the best in them. So that made it very easy."

One key factor in the campaign’s success, according to Tiwari, is that the actors were extremely secured, who were more than willing to go out of their way to push the ad to its desired conclusion.

"...there's a small section where Aamir pulls Ranbir's cheek and so in the first take Aamir pulled his cheek a little less, and then Ranbir went and told him do it harder and make him look odd as the scene required (upon being called as Ranveer Singh). There are small things that make so much of a difference," he shared.

Discussing the challenge of directing cricketers, Tiwari emphasised the importance of understanding their psychology. 

"They are extremely disciplined and follow instructions brilliantly. That's what makes them great cricketers. They know how to follow instructions. You just need to know how to brief them—and then they will surprise you."

<strong>Read more: <a href="https://www.storyboard18.com/special-coverage/leading-with-purpose-creates-win-for-consumers-community-and-business-hina-nagarajan-of-diageo-india-60584.htm">Leading with purpose creates win for consumers, community, and business: Hina Nagarajan of Diageo India</a></strong>

Storyboard18 earlier reported that the campaign is estimated to have cost over Rs 80 crore, including production expenses, celebrity fees, and media amplification. But money alone isn’t what made it work. What truly set this campaign apart was the writing—every line carried weight. As the ad went viral on social media, some netizens even called Dream11’s dramatic 2.5-minute ad "better than an entire 2.5-hour Bollywood movie."

When asked if creating a big-game ad was intentional, Iyer responded that the brand's ambition was clear: to deliver entertainment alongside its core messaging.

"It is the time of year that a fantasy gaming brand must own. If you're going to be present at this decibel level, if you're going to be this visible, then you have no right to bore or irritate people. The onus is on us to work harder. I don't think we've ever been more serious about comedy."

Addressing whether a sky’s-the-limit budget impacts creativity, Iyer emphasised that "it’s always idea first. If it’s worth it, and if there’s a client who believes it works for business, then you scale up. It's not predetermined that you're going to spend money."

<strong>Read more: <a href="https://www.storyboard18.com/special-coverage/democratisation-partnerships-and-purpose-driven-growth-to-achieve-viksit-bharat-jagrut-kotecha-of-pepsico-60598.htm">Democratisation, partnerships, and purpose-driven growth to achieve 'Viksit Bharat': Jagrut Kotecha of PepsiCo</a></strong>

Atal added, "The most important resources provided to us were time and trust. It took a while to get to the idea we wanted—not because we came up with it at the last moment, but because we explored many different ideas before zeroing in on this one. Then we spent a lot of time refining it. I would call it the budget of trust."

Regarding logistical challenges, he noted, "We don’t necessarily worry about cost. But yes, logistics come into play because we are dealing with celebrity schedules and cricketers’ time. But it's always idea first, fun first—what makes us vibe with it."

Comparing this year’s IPL campaign for Dream11 with previous ones, he also highlighted that the standards were different this year because the team had more fun, but that meant next year’s challenge would be even tougher. "That’s how we look at it. We start even earlier each time. There’s constant pressure to make it better than the last. And finally, when you land on one idea, it just feels right to everyone in the room."

Iyer further explained that evaluating an idea involves multiple lenses, even for clients. 

"We have the game—fantasy gaming on Dream11—we have the fans of the sport, and we have executional elements. But we are always looking for an idea that sits at the intersection of the sport, the game, and the fan. It’s very important for an idea to tick these three boxes. 

Entertainment is a given, but sport, game, and fan are non-negotiable. Sometimes, ideas don’t tick all three boxes. At the end of the day, money is being invested, and this is one of the biggest platforms. While entertainment is an objective, there is also a marketing objective, and certain lenses help the client decide whether to greenlight an idea," he explained.

Reflecting on the behind-the-scenes experience, the creative team highlighted how the actors and cricketers were relaxed and fun to work with on set. 

Atal shared, "They were so chilled out and into the fun that we even shot extra films that weren’t planned beforehand. For instance, there’s a commercial titled ‘Rapid Fire’ that was entirely cracked on set in one go."

Iyer added that it was refreshing to see actors so involved in their craft, especially for a commercial.

"Typically, you don’t expect actors to be that committed to an ad. But they were so in it that it felt like rehearsing a scene from a movie. I saw them improvise. One thing that stood out was that they fully embraced the joke being on them—and they loved it. That’s a great signal for the entire industry: we all need to take ourselves less seriously."

<strong>Read more:<a href="https://www.storyboard18.com/special-coverage/devika-bulchandani-piyush-pandey-discuss-short-form-advertising-and-being-purpose-driven-at-storyboard18s-global-pioneers-summit-60640.htm"> Devika Bulchandani, Piyush Pandey discuss short-form advertising and being purpose-driven at Storyboard18's Global Pioneers Summit</a></strong>

While this year's campaign has been a resounding success, the team is already gearing up for next year’s edition. One thing they made clear? There are no other Khans involved—at least not yet.

Under the theme "Powering Change Through Creative Catalysts," the summit highlighted the interplay of creativity and commerce, showcasing how inventive thinking fuels breakthroughs in technology, marketing, and consumer engagement. This year’s summit boasted an impressive roster of speakers from diverse fields, including government officials, corporate executives, marketing strategists, and creative pioneers. Among the notable participants were Jyotiraditya Scindia, Minister of Communications and Development of North Eastern Region; Prabha Narasimhan, MD and CEO, Colgate-Palmolive (India); and Suresh Narayanan, Chairman and MD, Nestle India, among others.

<strong>More about the Storyboard18 Global Pioneers Summit</strong>

The Global Pioneers Summit is a celebration and exploration of the transformative potential of creativity, empowering individuals and businesses to think differently, act boldly, and craft a future that resonates with purpose and vision. Creativity is not just about artistic expression — it is a force for solving real-world problems, innovating products, and creating connections in ways that traditional methods cannot. And there are pioneers behind this shift, who have dared to think different.

The Global Pioneers Summit stands as a premier celebration of the visionary forces propelling businesses forward, spotlighting the global brands emerging from India — an ever-growing hub of creativity and innovation on the world stage.

From groundbreaking innovations to impactful storytelling, key decision-makers and innovators from business, marketing, advertising, tech, and academia exchange insights, build connections, and draw inspiration from some of the most compelling work driving industries forward globally.

In today's rapidly evolving world, creativity can be a powerful force to drive business growth, shape industries, and influence societal behavior, culture, and values. Storyboard18 Global Pioneers Summit puts the spotlight on the true purpose and power of creativity and the pioneers leading the way.

<strong>WATCH THE FULL SESSION HERE:</strong>

<iframe width="560" height="315" src="https://www.youtube.com/embed/2Bkmrts3HEE?si=w-9tI9j6igPlHEqR" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>


Dream11's IPL campaign creators unveil behind-the-scenes insights at Storyboard18's Global Pioneers Summit

In an era dominated by social media influencers chasing fleeting moments of viral success, Raj Shamani has charted a different course—one centered on longevity, impact, and authenticity.

Also Read: <a href="https://www.storyboard18.com/brand-makers/india-has-potential-to-oust-china-zetwerk-ceo-amrit-acharya-60652.htm">'India has potential to oust China': Zetwerk CEO Amrit Acharya</a>

Speaking at Storyboard18’s Global Pioneers Summit 2025, the entrepreneur, motivational speaker, and digital creator reflected on his unconventional path, offering insights into his content strategy and the mindset that has propelled him to prominence.

Unlike many influencers who meticulously strategize their rise to online fame, Shamani’s foray into content creation was unplanned. His early efforts revolved around conversations that intrigued him—topics spanning health, wealth, relationships, and national affairs. In 2017, he launched his first podcast, Voices with Raj, which struggled to find an audience. Yet, rather than abandon the endeavor, he persisted, refining his approach along the way.

“I started in 2017 with a podcast called Voices with Raj—people didn’t know about it, so we had to shut it down,” Shamani recounted. “Then we started another one, and I reached out to around 400 people. Only one responded, and that was Gaurav Rathuri. I don’t know where he is now, but he used to paint walls to spread social messages. He was my first guest. People didn’t know him, I don’t know where he is today, but he gave me my first chance.”

Today, his content reaches millions, serving as a testament to the power of perseverance in the creator economy.

Shamani’s approach to content is far from static. Unlike influencers who remain confined to a single niche, he regularly revisits and redefines his online persona. Every three months, he poses five critical questions to himself: What city am I from? What am I doing? What are my dreams? What are my challenges? What is my age?

“This helps me shape my persona and content,” he explained. “I only want to attract people who are on a similar journey because then they can relate to me.” By continually recalibrating his narrative, Shamani ensures his content resonates with an evolving audience, maintaining engagement and relevance.

In a world obsessed with views and engagement metrics, Shamani takes a different route. He doesn’t track daily performance but instead focuses on long-term goals. He encourages creators to think in 10 to 20-year horizons, emphasizing that success isn’t about one viral video but about sustained value creation.

Shamani also reveals that brands pay content creators for four key things: views and impressions, trust, aspirations, and education. Understanding these factors, he partners with brands that align with his content themes. This strategic approach has enabled him to build a loyal and trusting audience, rather than chasing short-term sponsorships.

According to Shamani, audience loyalty is like sleep as it requires daily effort. The moment a creator stops delivering value, the audience moves on.

With visibility comes scrutiny, yet Shamani remains unfazed by criticism. He differentiates between unconstructive negativity and valuable feedback, focusing only on insights that contribute to his growth.

“I didn’t start this because of someone’s opinion,” he stated. “So I won’t stop because of someone’s opinion.”

By focusing on authentic storytelling, continuous learning, and long-term vision, he proves that success in content creation isn’t about chasing virality but about building a meaningful brand that stands the test of time.

His philosophy highlights a fundamental shift in the influencer landscape—one where endurance and authenticity hold more weight than momentary internet stardom.

Also Read: <a href="https://www.storyboard18.com/special-coverage/wpps-daniel-hulme-on-how-ai-agents-are-the-future-of-marketing-60639.htm">WPP's Daniel Hulme on how AI Agents are the future of marketing</a>

<strong>More about the Storyboard18 Global Pioneers Summit</strong>

<em>The Global Pioneers Summit is a celebration and exploration of the transformative potential of creativity, empowering individuals and businesses to think differently, act boldly, and craft a future that resonates with purpose and vision. Creativity is not just about artistic expression — it is a force for solving real-world problems, innovating products, and creating connections in ways that traditional methods cannot. And there are pioneers behind this shift, who have dared to think different.</em>

<em>The Global Pioneers Summit stands as a premier celebration of the visionary forces propelling businesses forward, spotlighting the global brands emerging from India — an ever-growing hub of creativity and innovation on the world stage.</em>

<em>From groundbreaking innovations to impactful storytelling, key decision-makers and innovators from business, marketing, advertising, tech, and academia exchange insights, build connections, and draw inspiration from some of the most compelling work driving industries forward globally.</em>

<em>In today's rapidly evolving world, creativity can be a powerful force to drive business growth, shape industries, and influence societal behavior, culture, and values. Storyboard18 Global Pioneers Summit puts the spotlight on the true purpose and power of creativity and the pioneers leading the way.</em>

<strong>WATCH THE SESSION HERE:</strong>

<iframe width="560" height="315" src="https://www.youtube.com/embed/akB69Y-ImBQ?si=W56MccPqFFfOvgWD" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

Content creator Raj Shamani’s journey: Prioritizing substance over virality

At Storyboard18’s Global Pioneers Summit, Daniel Hulme, CEO of SATALIA and Chief AI Officer at WPP, offered a bold vision of artificial intelligence’s growing influence in marketing and business. Speaking to an audience of industry leaders, he underscored AI’s potential not only to transform marketing but also to optimize global energy consumption—potentially cutting it in half while maintaining abundance.

<strong>Read More:</strong><a href="https://www.storyboard18.com/special-coverage/colgate-palmolives-prabha-narasimhan-on-prioritizing-integrity-instead-of-metrics-in-business-60587.htm" rel="noopener" target="_blank">Colgate-Palmolive's Prabha Narasimhan on prioritizing integrity instead of metrics in business</a>

<strong>Read More:</strong><a href="https://www.storyboard18.com/special-coverage/largest-employer-in-the-world-is-inefficiency-ai-is-eliminating-that-rapidly-creds-kunal-shah-60600.htm" rel="noopener" target="_blank">Largest employer in the world is inefficiency; AI is eliminating that rapidly: CRED's Kunal Shah</a>

“Companies don’t have insight problems — they have decision problems,” Hulme remarked. “Automation is useful—but by definition, it’s stupid. It does the same thing repeatedly and expects different results. That’s not intelligence.”

Hulme cautioned against fixating on AI definitions, urging businesses instead to focus on its applications. “The battleground isn’t generic content — it’s brand-specific, production-grade content,” he asserted. “You’re not going to create a prompt accurate enough to make a perfect ad. You might have an AI on your phone, but that’s not a co-pilot — that’s a digital you.”

Dismissing the idea of benchmarking machines against humans, Hulme argued that using human intelligence as the gold standard is flawed. “Even professors can’t solve a media plan,” he observed. “You’re building a digital twin, whether you realize it or not. The next challenge for marketing isn’t just reaching humans — it’s reaching AI agents.”

On the topic of ethics, Hulme made a striking assertion: “There’s no such thing as AI ethics. Humans have intent — AIs don’t. It’s human intent that needs scrutiny.”

He warned of the risks of AI reinforcing biases and social bubbles. “If your AI goes too far in one direction, it could end up selling only to clones of yourself — amplifying biases instead of broadening perspectives. The question to ask is: what happens if my AI succeeds too well?”

The conversation turned personal when Hulme revealed that the CEO of WPP had been digitally cloned last year—an attempt at fraud using an AI-generated likeness.

Hulme also touched on AI’s broader implications, suggesting that advances in machine learning could have existential consequences. “Some scientists believe the first person who won’t have to die is already alive today,” he noted. “We’re now working on machine consciousness—because this future is coming faster than we thought. When superintelligence arrives, look busy, be kind, and maybe it’ll go off to a different dimension.”

On the role of leadership in an AI-powered world, Hulme emphasized the importance of talent and decision-making. “Data makes AI smart. Talent makes it work. Leadership makes it scale,” he said. “You won’t beat your competitors without differentiated AI talent. Leadership isn’t a title — it’s knowing where to place the right bets in a world transformed by AI.”

As AI continues to evolve at a breathtaking pace, Hulme’s remarks served as both a caution and a call to action, urging business leaders to navigate the opportunities and challenges of an AI-driven future with foresight and responsibility.

The summit, held on March 28 in Mumbai under the theme Powering Change Through Creative Catalysts, examined the intersection of creativity and commerce, highlighting how innovative thinking is driving advancements in technology, marketing, and consumer engagement. This year’s event drew a distinguished lineup of speakers, including government officials, corporate executives, and marketing visionaries. Among them were Jyotiraditya Scindia, Minister of Communications and Development of the North Eastern Region; Prabha Narasimhan, Managing Director and CEO of Colgate-Palmolive (India); and Suresh Narayanan, Chairman and Managing Director of Nestlé India.


<strong>More about the Storyboard18 Global Pioneers Summit</strong>

The Global Pioneers Summit is a celebration and exploration of the transformative potential of creativity, empowering individuals and businesses to think differently, act boldly, and craft a future that resonates with purpose and vision. Creativity is not just about artistic expression — it is a force for solving real-world problems, innovating products, and creating connections in ways that traditional methods cannot. And there are pioneers behind this shift, who have dared to think different.

The Global Pioneers Summit stands as a premier celebration of the visionary forces propelling businesses forward, spotlighting the global brands emerging from India — an ever-growing hub of creativity and innovation on the world stage.

From groundbreaking innovations to impactful storytelling, key decision-makers and innovators from business, marketing, advertising, tech, and academia exchange insights, build connections, and draw inspiration from some of the most compelling work driving industries forward globally.

In today's rapidly evolving world, creativity can be a powerful force to drive business growth, shape industries, and influence societal behavior, culture, and values. Storyboard18 Global Pioneers Summit puts the spotlight on the true purpose and power of creativity and the pioneers leading the way.

<strong>Watch video here:</strong>

<iframe width="560" height="315" src="https://www.youtube.com/embed/roK-kek89FA?si=D-vLKUhrK-IM7UNN" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

WPP's Daniel Hulme: 'You won’t beat your competitors without differentiated AI talent'

The notion that purpose-driven branding must be rooted in sacrifice or solemnity is a misconception, industry leaders argued at a global marketing summit. Instead, they contended, brands can just as effectively define their purpose through joy.

<strong>Read more: <a href="https://www.storyboard18.com/special-coverage/creativity-is-the-force-to-change-human-future-devika-bulchandani-of-ogilvy-60629.htm">Creativity is the force to change human future: Devika Bulchandani of Ogilvy</a></strong>

<strong>Read more: <a href="https://www.storyboard18.com/special-coverage/democratisation-partnerships-and-purpose-driven-growth-to-achieve-viksit-bharat-jagrut-kotecha-of-pepsico-60598.htm">Democratisation, partnerships, and purpose-driven growth to achieve 'Viksit Bharat': Jagrut Kotecha of PepsiCo</a></strong>

This perspective emerged from an insightful conversation featuring Devika Bulchandani, Global CEO of Ogilvy, and Piyush Pandey, Chief Advisor of Ogilvy India. The two advertising stalwarts joined Shubhranshu Singh, Chief Marketing Officer of CVBU at Tata Motors, in a discussion at Storyboard18’s Global Pioneers Summit on March 28.

Singh set the stage with a probing question: “Is a brand’s association with purpose an inherent trait, or is it cultivated over time?”

Bulchandani was unequivocal. “Purpose must originate from the business itself,” she asserted. “The moment we think of purpose as something that comes from the brand, we risk manufacturing it.” Without an authentic connection to a company’s core mission, she warned, purpose becomes little more than a marketing exercise.

At the same time, she challenged the prevailing idea that every product must aspire to a grand, transformative mission. “Joy can be a purpose,” she said. “Purpose doesn’t always have to be profound.”

Pandey echoed her sentiment. “Purpose doesn’t have to be about deprivation,” he said. “Purpose can be joy.”

The conversation soon pivoted to an industry-wide fixation: performance marketing.

“Everyone wants to do performance marketing,” Pandey observed. “But if you can sell to me with a compelling product message, you’re already ahead.”

With the dominance of short-form advertising on social media, the panel considered whether brands can craft meaningful content in mere seconds. Bulchandani believes they can—if done well.

"Mark Twain reportedly, once said that history doesn’t repeat itself, although it rhymes. The world, today is more populous, more connected and more affluent than ever before. There is an entirely new model for media and entertainment in terms of modality and accessibility. In this age of social media, India has a very special place being the most populous country on the planet as also the youngest," highlighted Singh.

He further added that one important shift from big, broadcast and infrequent campaigning had been towards small, social and always on campaigning. "The 20th century content world was about hits. The 21st century Digital entertainment economy is about niches," Singh stated.

“When you’re creating great short-form content, I call it ‘better, faster, laughter,’” Bulchandani said. “Can you make someone smile or laugh in six, 10, or 15 seconds? There’s value in silliness, too. Not everything needs to be deep.”

Yet she maintained that some narratives demand more time. “If you’re trying to shift deeply ingrained societal patterns—like Dove’s campaigns—that requires long-form storytelling.”

The panel also debated whether global advertising is becoming homogenized or if regional distinctions persist. Bulchandani cautioned against the assumption that what resonates in the West will automatically translate elsewhere.

“Markets like India, China, Southeast Asia, and Latin America are fundamentally different,” she said. “You can’t connect with consumers without understanding the nuances of their culture.”

Another challenge facing agencies, Singh noted, is persuading clients to take creative risks.

“The biggest champions of creativity and risk-taking aren’t in agencies—they’re inside the client’s organization,” Bulchandani responded. “The challenge is finding the person with the courage to bet on something new.”

Reflecting on her own career, she admitted that predicting success is never an exact science. “I’ve seen ideas test brilliantly and fail, and others test poorly and succeed. Clients are the real visionaries because they’re the ones putting their brand and resources on the line.”

She also shared a personal insight into her professional journey. “For me, there was both intention and happy accidents. I’ve always focused on what’s right in front of me, rather than worrying about what’s coming in 20 years or dwelling on what happened 10 days ago. I don’t know if that’s nature or nurture, but it’s how I operate.”

Her advice? “If you want to be something, first say it to yourself. Then say it out loud. Only then can you truly become it.”

A Convergence of Creativity and Commerce

Under the theme Powering Change Through Creative Catalysts, the summit highlighted how inventive thinking fuels progress in technology, marketing, and consumer engagement. This year’s event featured an impressive lineup of leaders from various industries, including government officials, corporate executives, and creative pioneers. Among them were Jyotiraditya Scindia, Minister of Communications and Development of North Eastern Region; Prabha Narasimhan, Managing Director and CEO of Colgate-Palmolive India; and Suresh Narayanan, Chairman and Managing Director of Nestlé India.

As the summit concluded, one key message resonated: creativity and purpose—when wielded effectively—can shape not only brands but also the world around them.

<strong>Read more: <a href="https://www.storyboard18.com/special-coverage/leading-with-purpose-creates-win-for-consumers-community-and-business-hina-nagarajan-of-diageo-india-60584.htm">Leading with purpose creates win for consumers, community, and business: Hina Nagarajan of Diageo India</a></strong>

<strong>More about the Storyboard18 Global Pioneers Summit</strong>


The Global Pioneers Summit is a celebration and exploration of the transformative potential of creativity, empowering individuals and businesses to think differently, act boldly, and craft a future that resonates with purpose and vision. Creativity is not just about artistic expression — it is a force for solving real-world problems, innovating products, and creating connections in ways that traditional methods cannot. And there are pioneers behind this shift, who have dared to think different.

The Global Pioneers Summit stands as a premier celebration of the visionary forces propelling businesses forward, spotlighting the global brands emerging from India — an ever-growing hub of creativity and innovation on the world stage.

From groundbreaking innovations to impactful storytelling, key decision-makers and innovators from business, marketing, advertising, tech, and academia exchange insights, build connections, and draw inspiration from some of the most compelling work driving industries forward globally.

In today's rapidly evolving world, creativity can be a powerful force to drive business growth, shape industries, and influence societal behavior, culture, and values. Storyboard18 Global Pioneers Summit puts the spotlight on the true purpose and power of creativity and the pioneers leading the way.

<strong>Watch the video here:</strong>
<iframe width="560" height="315" src="https://www.youtube.com/embed/_kkd3VtLQ10?si=vAdlFyI7PgReCGOf" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>


Ogilvy global CEO Devika Bulchandani, Piyush Pandey, Shubhranshu Singh at GPS 2025: Advertising titans champion joy as a brand purpose

At the Storyboard18 Global Pioneer Summit, Suresh Narayanan, Chairman and Managing Director of Nestlé India, and Prasoon Joshi, writer, lyricist, and CEO of McCann Worldgroup India, reflected on the role of storytelling in restoring the reputation of Maggi, the beloved instant noodle brand that faced an unprecedented crisis in 2015.

<a href="https://www.storyboard18.com/special-coverage/colgate-palmolives-prabha-narasimhan-on-prioritizing-integrity-instead-of-metrics-in-business-60587.htm">Colgate-Palmolive's Prabha Narasimhan on prioritizing integrity instead of metrics in business</a>

Narayanan recounted Maggi’s dramatic fall and resurgence, a case study in resilience rarely seen in the fast-moving consumer goods (FMCG) sector. “It is such an iconic brand and is the only brand in the history of FMCG in this country that went from market leadership to near extinction and returned to market leadership within three months of its relaunch,” he said. “I don't think any brand has faced that kind of fire and that kind of return.”

The crisis erupted in 2015 when Indian authorities alleged that Maggi contained excessive levels of lead and monosodium glutamate (MSG), leading to a nationwide ban. Social media campaigns amplified public distrust, shaking the brand’s decades-long bond with Indian consumers and tarnishing the reputation of its parent company, Nestlé, which has operated in the country for more than a century.

Following a ruling by the Bombay High Court that cleared the way for Maggi’s return, Nestlé embarked on a calculated effort to rebuild consumer trust. Advertising played a critical role in the comeback, with campaigns crafted by Joshi that tapped into deep-seated nostalgia. The tagline "Aise hi nahi bana hai aapka Nestlé" (loosely translated as "Nestlé is not built just like that") became a rallying cry for the brand’s resilience and history.

“The idiom beautifully captured the brand’s legacy, evoking the emotions associated with a company that has been part of Indian households for generations,” Narayanan said. “Sometimes, creative expression needs to transcend logical boundaries.”

Another campaign, "I Miss You Too," sought to rekindle emotional ties between Maggi and its consumers, many of whom had grown up with the brand. Joshi emphasized that in times of crisis, a product alone cannot carry the burden of redemption; rather, it is the narrative around it that determines its fate.

“When a narrative is under attack, it requires a more nuanced and multifaceted defense,” Joshi explained. “A product is not enough; it is the storytelling that transforms it into a brand.”

Before the Maggi crisis, Narayanan had navigated the Arab Spring crisis, which became one of the pivotal experiences in shaping his crucial decisions in corporate life.

He recalled overseeing the Egypt, Libya and Sudan region for five years during the Arab Spring crisis. Narayanan credited his lighthearted nature and sense of humour for helping him steer the company through the crisis.

"I used to start meeting with a joke, as it releases the right kind of hormones to discuss weighty topics".

<strong>'AI and creativity'</strong>

As discussions turned to the evolving role of artificial intelligence in content creation, Joshi remained optimistic about the enduring power of human emotion. “There are a lot of unsaid emotions within us that AI cannot replicate because they do not exist on the internet,” he said.

He expressed confidence that the future will be shaped by human connection and creativity. “Humans will always connect with humans because we seek alternative ways to form bonds, and these unexpressed thoughts will play a big role in that,” Joshi said. “I am not dystopian about AI, but I believe in human endeavor and emotions. The future will stem from spirituality because we are actually plugged into the source, which is unlimited.”

For Maggi, that source was the enduring affection of its consumers. And as the brand reclaimed its place on store shelves, it proved that even in the digital age, the right words—woven with nostalgia and emotion—can rebuild what was nearly lost.

<a href="https://www.storyboard18.com/special-coverage/leading-with-purpose-creates-win-for-consumers-community-and-business-hina-nagarajan-of-diageo-india-60584.htm">Leading with purpose creates win for consumers, community, and business: Hina Nagarajan of Diageo India</a>

<a href="https://www.storyboard18.com/brand-makers/guru-shishya-parampara-is-a-unique-aspect-of-indian-culture-says-nestle-india-md-suresh-narayanan-60602.htm">'Guru-Shishya Parampara' is a unique aspect of Indian culture, says Nestlé India MD Suresh Narayanan</a>

<strong>More about the Storyboard18 Global Pioneers Summit</strong>

<em>The Global Pioneers Summit is a celebration and exploration of the transformative potential of creativity, empowering individuals and businesses to think differently, act boldly, and craft a future that resonates with purpose and vision. Creativity is not just about artistic expression — it is a force for solving real-world problems, innovating products, and creating connections in ways that traditional methods cannot. And there are pioneers behind this shift, who have dared to  think different.

The Global Pioneers Summit stands as a premier celebration of the visionary forces propelling businesses forward, spotlighting the global brands emerging from India — an ever-growing hub of creativity and innovation on the world stage. From groundbreaking innovations to impactful storytelling, key decision-makers and innovators from business, marketing, advertising, tech, and academia exchange insights, build connections, and draw inspiration from some of the most compelling work driving industries forward globally.

In today's rapidly evolving world, creativity can be a powerful force to drive business growth, shape industries, and influence societal behavior, culture, and values. Storyboard18 Global Pioneers Summit puts the spotlight on the true purpose and power of creativity and the pioneers leading the way.</em>

<strong>Watch video here:</strong>

<iframe width="560" height="315" src="https://www.youtube.com/embed/Zwpc3_Pd53E?si=ZuUMc1ROQdNWrspi" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

Unheard tales of Maggi’s redemption: How poetry and nostalgia revived an iconic brand

At Storyboard18’s Global Pioneers Summit, Kunal Shah, the founder and CEO of CRED, offered an introspective take on artificial intelligence, positioning himself as a lifelong learner in an era of technological acceleration.

“The advantage of being ‘dumb’ in life is that you have unlimited questions,” Shah remarked candidly. “When you have unlimited questions about things you don’t understand, AI becomes magical. For people like me, who are clueless about many things, AI lets us explore, stay curious, and learn—without the fear of expertise being challenged.”

Shah’s humility, however, belies his keen insights into the shifting technological landscape. “Ironically, many experts are in denial of AI,” he observed. “But people like me, who never claimed to be experts, are embracing it. It’s a great time—we’re all leveling up in different ways. Personally, I ask around 100 questions a day. AI just fuels that curiosity.”

Shah believes artificial intelligence will redefine creativity, producing a new generation of “hybrids”—individuals who use AI to amplify their thinking. “If you’re truly creative, AI is a catalyst,” he noted. “It gives you feedback, prompts, and new dimensions to explore. But those who merely follow formulas to survive will struggle. AI will expose them.”

When asked whether AI has democratized mediocrity, Shah responded with a nuanced take: “Originality is a curious person’s ability to connect dots—more dots, across a wider, deeper spectrum than most people. No one is born original. They just explore more. AI increases the efficiency of collecting dots. So, those who connect them well will thrive. But it’s overwhelming. You realize how little you know, and you must level up constantly.”

He pointed to the shifting creative landscape: “Earlier, you needed a good agency to make a decent print ad. Today, an intern with AI can do 80 to 85 percent of that job. And soon, we’ll have tools to audit creativity, filter bad work, and help us develop better taste.”

Reflecting on the advertising industry’s evolution, Shah noted that the very nature of iconic campaigns has changed. “Back when I grew up, iconic ads stood out because we weren’t overwhelmed with short videos. Now, everything is a short video—ads, reels, YouTube. Hours of content are consumed daily. Our memory for standout moments has shrunk.”

He sees today’s youth as a uniquely challenged audience. “Younger people today are perpetually bored. They’ve seen it all. Their threshold for emotion is extremely high. For example, a five-year-old can laugh at the same cartoon repeatedly because they don’t recognize patterns yet. But older audiences have been exposed to every kind of content—Korean shows, global memes, formats, themes.”

At CRED, this insight shaped their approach. “We deliberately didn’t follow the ad formula. People didn’t even know what CRED did initially—and that confusion sparked conversations. CMOs were discussing us in their WhatsApp groups. That was success.”

Shah also highlighted a fundamental shift in household decision-making. “Every household now has a Chief Technology Officer between the ages of 10 and 18. They’re becoming the Chief Procurement Officers too. They onboarded you to quick commerce, vaccine apps, movie trailers. Businesses will soon cater to them. Their tastes, expectations, and boredom thresholds are unlike anything we’ve seen.”

This shift in behavior, Shah believes, will also redefine how we spend our time and money. “Humans do two types of transactions: boring—paying bills, buying bread, charging phones. And interesting—vacations, time with family, movies.”

AI, he suggested, will increasingly automate the boring ones, allowing people to redirect time and money toward emotionally fulfilling, high-engagement experiences.

While many tech companies aim to serve the masses, Shah pointed out that in India, a small but influential consumer base wields outsized influence. “Twenty to thirty million customers drive 70 to 80 percent of consumption—whether it’s e-commerce, food delivery, or financial products. A relatively small group dominates.”

AI, he believes, will amplify this divide. “The top 30 million will behave like global citizens. Their content preferences are already aligned globally. They’re watching the same Netflix shows as U.S. audiences. This opens up exciting possibilities—we can build Indian brands that sell to global markets. But engaging these consumers is getting harder. They have access to everything.”

Shah envisions a future where traditional advertisements may become obsolete. “Imagine a tool that mutes ads during IPL matches and plays music instead—then resumes the match. That’s 15 minutes away from becoming mainstream. TVs will soon come with this built-in. Or imagine AI agents doing your shopping without seeing a single ad—they’re instructed to buy specific brands and ignore the rest. That changes everything.”

He speculates, “We may not need ads in the future.”

Beyond technology, Shah is focused on the human ability to adapt. “The pace of tech is outstripping our ability to keep up. We’re moving from ChatGPT to generative images to AI agents—fast. The biggest disruption will be how humans adapt. High-commitment actions—like having kids—might decline. People may choose perpetual excitement over long-term responsibility.”

“The largest employer in the world is inefficiency. And AI is eliminating that—rapidly. Most people aren’t built to constantly re-learn and re-adapt. But some are. Some thrive in chaos and change. We’ll have to choose which type of person we want to be.”

With AI reshaping industries, creativity, and human behavior, Shah’s reflections offer a glimpse into a future where the ability to question, adapt, and innovate will be more critical than ever.



<strong>Read More: </strong> <a href="https://www.storyboard18.com/special-coverage/colgate-palmolives-prabha-narasimhan-on-prioritizing-integrity-instead-of-metrics-in-business-60587.htm" rel="noopener" target="_blank">Colgate-Palmolive's Prabha Narasimhan on prioritizing integrity instead of metrics in business</a>

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'Largest employer in the world is inefficiency': CRED's Kunal Shah at Storyboard18 Global Pioneers Summit

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