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Speaking about the trends of 2024, Ashima Mehra, CEO, FCB India, said, “2024 marked a pivotal year for the creative industry as we explored the transformative potential of AI. While it brought exciting breakthroughs, the journey was one of discovery—understanding its boundaries and unlocking its true creative value. But 2025 holds immense promise. As we deepen our understanding of AI and its capabilities, we'll see even more groundbreaking creative solutions emerge.”
Elaborating on the trends she foresees for 2025, Mehra said, “Looking ahead to 2025, I foresee three key trends shaping the Indian advertising landscape. Brands are still grappling with how to authentically collaborate with creators, often overlooking the distinctive voices and perspectives these influencers bring. The future demands a deeper understanding and genuine partnerships that resonate with audiences. The emphasis is shifting towards platform-native thinking, where the focus lies on building conversion-driven strategies and delivering measurable outcomes. Agencies that master this approach will lead the charge in delivering ROI-driven campaigns. AI holds immense potential, but its true value lies in innovation. Creative agencies must push beyond the template mentality and embrace bold experimentation, using AI to craft unique, compelling brand narratives that stand out in a crowded market.”
