Time for another visit to Creative Leaders Corner. Pull up a seat for insights from industry leaders as they share their creative journeys and how they guide others on theirs.
Next, we speak with Shruthi Subramaniam, Executive Creative Director at BBDO India.
Over the course of our conversation, Shruthi, who was recently promoted to her new leadership role, talks about staying hands-on with the creative process, trading her days as a biochemistry student in denim that reeked of chemicals for a life in advertising, the joy of mentoring emerging talent, and the rituals that continue to shape her work.
She also shares her perspective on persuasion, inspiration, and the evolving role of AI in creative thinking.
What do you miss about being a creative without the leadership role, and what do you enjoy most about creative leadership?
I still function like a copy intern. I still write (sometimes even post copy).
I still take notes. I subconsciously copy-check. I set goals for the number of ideas I need to think of within a specific time frame. Creatively, my rituals and my process are still the same. So honestly, I don’t miss any aspect of being a creative without the leadership role.
And about creative leadership – what I enjoy most is the process of helping young creatives craft their vision. Watching their ideas breathe life is pure joy!
Was there a particular ad or ads that inspired you to focus your creative talents on the ad industry?
I used to be a Biochemistry student – studious, with my denims reeking of chemicals. Then one day, I made a few friends from the Arts department – they introduced me to Neil French. I fell in love – with long copy, headlines, fonts, the power of words, and wit.
I discovered a whole new world, and that changed everything – my career and my outlook on life. It was then that I decided to be in the ad industry. I left chemicals for words, and I couldn’t be happier.
How do you persuade clients to take creative risks?
You cannot persuade anyone to do anything without gaining their trust. Clients are just people. Before persuading them to take creative risks, you need to connect with them on a human level. Understand their fears and ambitions. Give them what they want. Then tell them what you want. Somewhere in between, you create a relationship that’s ready for risks. So even if you fail – you fail together and pick up together.
Understand their fears and ambitions. Give them what they want. Then tell them what you want. Somewhere in between, you create a relationship that’s ready for risks.
What are your strategies for inspiring and motivating your creative team to push boundaries and challenge the status quo?
I say this to my team all the time – have a life, experience art, step outside of your comfort zone and your locality. Inspiration is all around us. It could be in a jewelry store, a new suburban café, an art gallery, or a music festival. People are pushing boundaries across disciplines – in fashion, music, and design.
These are great sources of inspiration that can lead to newer artistic expressions and cultural movements. It’s all interconnected. All we need to do is be present.
How is AI influencing your team’s creative process and the way you approach creative work for clients?
The fundamentals of our creative process haven’t changed. We still approach our work with a sense of purity. Workouts, collaborations, conversations that lead to powerful insights and stories – all that stays pure. Originality of thought and the process of ideation is completely HI. :)
The fundamentals of our creative process haven’t changed. We still approach our work with a sense of purity.
We bring in AI at the end of our process, to enhance packaging. From narramatics for client research, to turning lyrics into fully produced songs – our Omni AI tools are like in-house producers. We bring them in to finish the job.
What advice do you have for people making their way into the creative industry for the first time?
Don’t give up too soon! I see a lot of young people entering the creative industry and giving up without really trying. Ideas need love and time. Craft needs patience and rigour. Find ways to protect your passion. Find ways to bounce back – don’t give up!
What are some campaigns you worked on during your career that you are most proud of?
‘Oye Lucky’ for WhatsApp – This is a recent piece of work we created to combat digital payment scams in India. We turned a scam warning into a moment of dancing!
Father’s Day for Raymond – This is an older piece, but still close to my heart. Raymond is a legacy apparel and textile brand in India. Their tagline, ‘The Complete Man’ is iconic and has been central to their identity for decades.
We made this film at a time when single motherhood carried a significant social stigma.
Quick Hits:
Most useful app or tool you’ve started using recently: Deck of Brilliance
Book everyone in the industry should read: The Power of Now
Something you want to learn or wish you were better at: Motion graphics
