The notion that purpose-driven branding must be rooted in sacrifice or solemnity is a misconception, industry leaders argued at a global marketing summit. Instead, they contended, brands can just as effectively define their purpose through joy.
Read more: Creativity is the force to change human future: Devika Bulchandani of Ogilvy
This perspective emerged from an insightful conversation featuring Devika Bulchandani, Global CEO of Ogilvy, and Piyush Pandey, Chief Advisor of Ogilvy India. The two advertising stalwarts joined Shubhranshu Singh, Chief Marketing Officer of CVBU at Tata Motors, in a discussion at Storyboard18’s Global Pioneers Summit on March 28.
Singh set the stage with a probing question: “Is a brand’s association with purpose an inherent trait, or is it cultivated over time?”
Bulchandani was unequivocal. “Purpose must originate from the business itself,” she asserted. “The moment we think of purpose as something that comes from the brand, we risk manufacturing it.” Without an authentic connection to a company’s core mission, she warned, purpose becomes little more than a marketing exercise.
At the same time, she challenged the prevailing idea that every product must aspire to a grand, transformative mission. “Joy can be a purpose,” she said. “Purpose doesn’t always have to be profound.”
Pandey echoed her sentiment. “Purpose doesn’t have to be about deprivation,” he said. “Purpose can be joy.”
The conversation soon pivoted to an industry-wide fixation: performance marketing.
“Everyone wants to do performance marketing,” Pandey observed. “But if you can sell to me with a compelling product message, you’re already ahead.”
With the dominance of short-form advertising on social media, the panel considered whether brands can craft meaningful content in mere seconds. Bulchandani believes they can—if done well.
“When you’re creating great short-form content, I call it ‘better, faster, laughter,’” she said. “Can you make someone smile or laugh in six, 10, or 15 seconds? There’s value in silliness, too. Not everything needs to be deep.”
Yet she maintained that some narratives demand more time. “If you’re trying to shift deeply ingrained societal patterns—like Dove’s campaigns—that requires long-form storytelling.”
The panel also debated whether global advertising is becoming homogenized or if regional distinctions persist. Bulchandani cautioned against the assumption that what resonates in the West will automatically translate elsewhere.
“Markets like India, China, Southeast Asia, and Latin America are fundamentally different,” she said. “You can’t connect with consumers without understanding the nuances of their culture.”
Another challenge facing agencies, Singh noted, is persuading clients to take creative risks.
“The biggest champions of creativity and risk-taking aren’t in agencies—they’re inside the client’s organization,” Bulchandani responded. “The challenge is finding the person with the courage to bet on something new.”
Reflecting on her own career, she admitted that predicting success is never an exact science. “I’ve seen ideas test brilliantly and fail, and others test poorly and succeed. Clients are the real visionaries because they’re the ones putting their brand and resources on the line.”
She also shared a personal insight into her professional journey. “For me, there was both intention and happy accidents. I’ve always focused on what’s right in front of me, rather than worrying about what’s coming in 20 years or dwelling on what happened 10 days ago. I don’t know if that’s nature or nurture, but it’s how I operate.”
Her advice? “If you want to be something, first say it to yourself. Then say it out loud. Only then can you truly become it.”
A Convergence of Creativity and Commerce
Under the theme Powering Change Through Creative Catalysts, the summit highlighted how inventive thinking fuels progress in technology, marketing, and consumer engagement. This year’s event featured an impressive lineup of leaders from various industries, including government officials, corporate executives, and creative pioneers. Among them were Jyotiraditya Scindia, Minister of Communications and Development of North Eastern Region; Prabha Narasimhan, Managing Director and CEO of Colgate-Palmolive India; and Suresh Narayanan, Chairman and Managing Director of Nestlé India.
As the summit concluded, one key message resonated: creativity and purpose—when wielded effectively—can shape not only brands but also the world around them.
More about the Storyboard18 Global Pioneers Summit
The Global Pioneers Summit is a celebration and exploration of the transformative potential of creativity, empowering individuals and businesses to think differently, act boldly, and craft a future that resonates with purpose and vision. Creativity is not just about artistic expression — it is a force for solving real-world problems, innovating products, and creating connections in ways that traditional methods cannot. And there are pioneers behind this shift, who have dared to think different.
The Global Pioneers Summit stands as a premier celebration of the visionary forces propelling businesses forward, spotlighting the global brands emerging from India — an ever-growing hub of creativity and innovation on the world stage.
From groundbreaking innovations to impactful storytelling, key decision-makers and innovators from business, marketing, advertising, tech, and academia exchange insights, build connections, and draw inspiration from some of the most compelling work driving industries forward globally.
In today’s rapidly evolving world, creativity can be a powerful force to drive business growth, shape industries, and influence societal behavior, culture, and values. Storyboard18 Global Pioneers Summit puts the spotlight on the true purpose and power of creativity and the pioneers leading the way.