From Algorithms to WhatsApp Forwards: What Still Makes Advertising Matter | CNBC-TV18

What still makes a piece of advertising matter? In a conversation on the future of creativity, Ogilvy’s Sukesh Nayak shared a simple insight: the real joy today is when an ad finds its way back to you as a WhatsApp forward – shared without context, attribution or intent to impress. Just something people felt was worth passing on. In an era shaped by performance metrics, platforms and AI, that quiet moment is revealing. When work travels person-to-person, beyond dashboards and algorithms, it signals cultural relevance, not just media efficiency. This idea sits at the centre of a candid discussion between Delshad Irani and the Chief Creative Officers of Ogilvy India – sukesh nayak, Kainaz Karmakar and Harshad Rajadhyaksha, on creativity, AI, risk-taking, Piyush Pandey and the evolution of legacy. ▶️ Watch Storyboard18 Sat 8:30am, Sun 11:30am and 2pm More from this author Explore content categories
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