Redefining Creativity in the AI Era: India's Advertising Landscape Questions Its Core

• The rise of AI, performance metrics, and creators is reshaping the definition and execution of creativity in India's advertising industry.
• Neville Shah of FCB Kinnect emphasizes AI as an execution tool, not an ideation engine, lacking empathy and clarity of thought for true creativity.
• Arvind Krishnan of MANJA and KV Sridhar of Nihilent Limited argue that the core essence of creativity—defeating habit through originality and solving problems—remains unchanged, despite evolving platforms and formats.
• Sridhar notes the dilution of the term 'creativity' as everyone claims it, stressing that advertising creativity must serve a clear purpose and resolve conflict.
• Power dynamics have shifted, with creators owning audiences and algorithms managing distribution, while agencies focus on solving marketing problems; long-term brand building is challenged by short-term pressures.

Why It Matters: Creativity's core remains originality and problem-solving, but AI, creators, and platforms demand adaptation in advertising.