When it comes to quirky, clutter-breaking campaigns in India, FCB Kinnect is often the first name that comes to mind. Fresh off the global spotlight at Cannes, the agency continues to lead conversations in creativity, strategy, and impact. At the helm is Rohan Mehta, Founder and CEO, FCB Kinnect & FCB/SIX India who chats with IMPACT to decode what’s shaping today’s ever-evolving marketing landscape.
As AI disrupts traditional creative processes, Mehta emphasizes the importance of marrying automation with authenticity. “I see AI as a boon, I see AI as something we all need to adopt,” he says.
Talking about influencer fatigue setting in, he thinks that there is a lot more depth in the influencer marketing space that needs to be explored. He adds that marketers may feel a bit of fatigue but on the consumer side the fatigue is mostly led by repetitive brand messages.
On the rising pressure on brands to ‘go viral’, he adds, “Virality is not the brief, it’s the outcome.”
Mehta’s perspective offers a timely reminder, creativity today isn’t just about being loud or viral, it’s about being relevant, authentic, and courageous. In a world chasing the next big thing, FCB Kinnect seems more focused on building the next lasting thing.
