The Advertising Agencies Association of India (AAAI) has announced the launch of its first-ever 'creative council' as part of its newly structured 2026–27 agenda.

The council will be led by Josy Paul, chairperson and group chief creative officer, BBDO Group India.

The initiative aims to elevate the standard of Indian advertising by bringing together diverse creative voices, independent agencies, regional talent and emerging practitioners. The council will create opportunities for collaboration, experimentation, mentorship and the exchange of ideas across disciplines and generations.       

Paul said, “The creative council is an opportunity to nurture talent, celebrate diversity and create an environment where new ideas can flourish. The plan is to facilitate intergenerational conversations, experiments, debates, demonstrations, readings and film screenings. It will also invite people from outside advertising - including artists, scientists, filmmakers, designers, entrepreneurs and thinkers - to bring fresh perspectives into the creative community. I hope we can spark a renaissance of human possibility, with creativity as the force that brings us together and moves our industry forward.”

Sandeep Goyal, president, AAAI, said, "For the first time in our history, we are bringing creativity to the absolute forefront of our institutional framework. Under the exceptional leadership of Josy Paul, the creative council will serve as a powerful catalyst to mentor next-generation talent and champion the unparalleled diversity of India's independent and regional agencies. We are entering a new era where strategic innovation meets pure creative excellence.”