In our March issue, Kainaz Karmakar, chief creative officer, Ogilvy India, provided a candid perspective on the current state of advertising, the agency’s creative leadership, and the industry’s challenges in fostering diversity and retaining talent.

Ogilvy India had recently reclaimed its ‘Agency of the Year’ title at the Effies. While some might assume there was added motivation after missing out the previous year, Karmakar clarifies that the agency’s culture prioritises great work over awards. “The beauty of how Piyush Pandey ran the agency, which we continue to adopt, is a culture of not working under pressure. It’s about creating great work and entering the best cases,” she said.

Another critical discussion on the industry revolved around the underrepresentation of women in senior creative leadership. While Karmakar acknowledges the presence of women CCOs, she also recognises that many drop out before reaching the top.

Through mentoring, she has observed that some women feel overlooked in meetings despite their contributions. “I once had a female ECD talk about how a client was more comfortable talking to her junior and saw him as the authority. This is deeply rooted in culture, and while there are attempts to change it, there’s still a long way to go.”

Ogilvy consciously works to eliminate stereotypes in advertising, ensuring that its campaigns avoid objectification and clichéd gender roles. The agency’s commitment to diversity extends to humor, a creative tool it has effectively used in campaigns for Fevicol, Asian Paints, and 5 Star.

However, humor can be polarising, as seen in a recent 5 Star campaign for Valentine’s Day that sparked debate online. Despite the criticism, Ogilvy stands by its work, supported by its clients. Karmakar acknowledges that negative feedback can impact young creatives, emphasising the importance of mentorship and positive reinforcement.

Talent retention remains a challenge as young creatives explore opportunities outside traditional advertising. Karmakar believes agencies must engage employees meaningfully to keep them invested. She expressed, “Advertising needs to take off its blinkers and stop believing it’s the sexiest profession. It was in the early 90s, but not anymore. Gen Z and millennials work in silos, and agencies need to foster collaboration and connection.”

The evolving role of AI in advertising is another key topic. Ogilvy has used AI in various capacities, including storyboarding and pre-production, significantly enhancing creative efficiency. While some agencies have experimented with AI-generated films, Ogilvy has yet to take that step.

Karmakar remains confident in the irreplaceable role of human creativity, noting that even AI-driven campaigns stem from human ideation.

As for the leadership structure at Ogilvy, the three-CCO model with Karmakar, Sukesh Nayak, and Harshad Rajyadhyaksha has proven effective. Each leader brings unique strengths, with Karmakar and Rajyadhyaksha overseeing half the business and Nayak handling the other. Their collaborative approach ensures creative synergy and business continuity.

Despite industry shifts, Karmakar remains deeply committed to Ogilvy, viewing it as her own 'shop.' While the possibility of launching an independent venture isn’t ruled out, for now, the focus remains on steering Ogilvy toward continued creative excellence.

This interview first appeared in the March issue of Manifest. To read the full conversation, click here and get your copy!