From dubbed national films to ideas born in the region, agencies say brands are finally letting local culture, not translation, set the creative brief
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Are brands finally taking regional creativity seriously?
Diwali was once the brief, now Q4 itself is the campaign
As festive spending edges toward ₹1.5 lakh crore, agencies say the season has become one long story, told in chapters, not a single Diwali push
If AI predicts what will work, should creatives listen?
As predictive AI tools promise to de-risk campaigns before they air, India's creative leaders are debating whether the data sharpens judgement or repl...
22feet appoints Yash Dabi as Vice President – Technology Growth
Dabi will lead teams across engineering, analytics, AI and UI/UX, driving technology-led innovation across the agency
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Oct 2023
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Yash Dabi — Vice President – Technology Growth (appointment)
Yash Dabi has been appointed as Vice President – Technology Growth at 22feet, where he will lead teams across engineering, analytics, AI and...
AI Insights
AI
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Focus on Regional Creativity. 22feet is emphasizing the importance of regional creativity in advertising, suggesting a shift in how brands approach their creative briefs.
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Technology Leadership. The appointment of Yash Dabi as Vice President of Technology Growth indicates 22feet's commitment to integrating advanced technology and innovation into their operations.
FAQs
AI
22feet is focusing on regional creativity in advertising and enhancing technology-led innovation within the agency.
Yash Dabi has been appointed as the Vice President of Technology Growth.
It signifies 22feet's commitment to driving technology-led innovation across the agency.
Brands are increasingly allowing local culture to shape their creative briefs instead of relying solely on translations of national campaigns.
The Q4 campaign strategy reflects a shift from a single Diwali push to a more extended narrative approach, indicating a deeper engagement with festive spending.
AI-assisted summary, reviewed by our newsroom
AI
22feet has recently appointed Yash Dabi as Vice President of Technology Growth, focusing on enhancing technology-led innovation within the agency. The company is also engaging in discussions about the importance of regional creativity in advertising, as brands increasingly embrace local culture in their campaigns.
Key Executives
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Yash Dabi
Vice President – Technology Growth