As the industry steps into a new year, we spoke to creative leaders to reflect on the shifts that defined 2025 and the forces set to shape 2026. For Girish Narayandass, Co-Founder and Chief Creative Officer, Bare Bones Collective, 2025 was marked by a creative appetite for surprise—ideas driven by collisions that felt fresh, risky, and sharply attuned to culture.
“The top trend in the Indian advertising space, in terms of creativity, has been ‘unexpected collabs.’ It’s been around for a while now, not just this year, but it’s still going strong. Whether it’s an unexpected collab between a brand and a celeb, between two celebs, or between two brands. You still need a great script or idea, obviously. But the trend still seems to be working,” he says.
Looking ahead, Narayandass’ perspective on 2026 moves away from spectacle and towards sustainability—calling out what the industry needs to protect, prioritise, and push back on. “Budgets are declining by the day, and I hope that trend stops soon. Pitch fees are becoming the norm. What we really need is a renewed focus on long-term brand building.”
(As told to Yash Bhatia)
