CEO Insights India

Entrepreneurial creativity is about coming up with innovative ideas, value rich creative solutions followed by definitive actions. Just like Tim Ferriss an American Entrepreneur once said, “It isn’t enough to think outside the box. Thinking is passive. Get used to acting outside the box". Working on a similar business philosophy, Nikhil Mahajan, Chief Growth Officer, BBDO India has been excelling in the act of turning new and imaginative ideas into reality. He is characterized by the ability to perceive the world in new ways, to find hidden patterns, to make connections between seemingly unrelated phenomena, and to generate solutions. Nikhil spent a few professional years in the financial sector before flourishing in the advertising industry. Throughout his illustrious professional journey, his name has been associated with several leading global brands. He has led agency teams for brands like Google, Ford, Pepsico, Hero Honda, Mars Wrigley & ESPN and successfully managed a portfolio of clients like Unilever, Pernod Ricard, Facebook, Sun Pharma, Maruti Suzuki, Bharti Walmart, Max Bupa and HT Media. With his remarkably efficient marketing skills, he was been able to grow Google Search and other Google services to South East Asian markets with skillful management and wellcrafted organizational assemblage. He believes in moving ahead of the boundaries and innovating new strategies to facilitate the growth of the brands and the business. He says, “Boundaries protect us from what’s outside and unless we breach the boundaries, we shall never discover the new world". CEO Insights engages in an exclusive interview with Nikhil.

How would you define BBDO as an organization? Also, in what ways does the company’s operations stand unique in the industry?

BBDO was founded worldwide in 1928. In 2008 it had its establishment in India. Since then, it has been leading a collaborative approach to create and execute ideas that are action oriented and break the silos of advertising, PR, media, digital and activation. We emphasize on creating and delivering world’s most compelling commercial content across all mediums and screens. BBDO India has shaped a philosophy relevant to the complex and diverse Indian consumer. We have developed a belief of not just creating Ads but Acts. This has brought long-term engaging programs for various brands like Ariel, Gillette, Mirinda, Aviva Life Insurance, Whisper, All Out, Nicorette and Quaker Oats. Most of our programs have won various awards and recognition across the globe, including the Grand Prix in world's first Black Lion at Cannes for creative effectiveness.

As the Chief Growth Officer of BBDO India, what are the different strategies that you plan to apply for the growth of the company?
We at BBDO is a creative agency and our status quo is to hire a certain quality of talent. We focus not only on setting up verticals and new business strategies but also talent acquisition. Creativity is at its best when people from different kinds of cultures, backgrounds and talents come across each other in the same forum and that is what I am trying to focus on here as well. I spend a lot of time in conversations with my exceptionally qualified team to take forward qualitatively not just our brands, but also the business. Creating value through technology and imagination is at the heart of everything we do, this is something that I have learnt from my long experience of handling businesses for renowned global clients.

Based on the changes in the market behavior and the opportunities that

you foresee, what is the road map that you have planned for BBDO India?
I believe that we don’t need to be future ready, we need to shape the future. The magic lies in not just discovering new things but also new ways of doing things. Specifically speaking of the advertising industry, the rules of the game have been the same for quite a long period of time. There is a need to create harmony across the organization - both inside and outside. This will be the centrepiece of how we thrive, flourish and inspire. Based on this thought, I have been shaping BBDO and preparing it for all new events in the coming future. We have embarked on a great journey and we have been doing great with our brands, businesses, ecosystem and we want to continue to do that. We are working towards qualitative enlargement of ideation & imagination to create brands from a sharp cultural perspective.


What would be your advice to the young minds in the industry?
Don’t just adapt to change, be a change agent. Think of ideas to go outside the boundary and adapt to the new technology & innovations that are constantly evolving. Develop an understanding for human truth and how people behave in certain situations. Building harmony between professional and personal life is also very important for developing bonds with not only the clients but also the people within the organization. At last, strive to be unique, as your uniqueness is what adds value to any business.

Nikhil Mahajan, Chief Growth Officer, BBDO India
Nikhil has an MBA in Marketing & Finance, which he followed up with an Executive Post Graduate Program from IIM Kozhikode. He has 18+years of professional experience in handling businesses for well known global brands.
•Hobbies: Music, Traveling
•Favorite Cuisine: Burgers
•Favorite Travel Destination: Scotland
•Favorite Book: Ikigai
•Awards: Gold Medal for Academics Excellence in IIM Kozhikode