ROUNDTABLE: How to Move at the Speed of Asia

Josy Paul is one of the most awarded and influential creative leaders in India, celebrated for redefining advertising through acts that inspire real cultural change.

He co-founded BBDO India in 2008 from the backseat of his car, introducing the philosophy of ‘Create acts, not ads’.

Under his leadership, BBDO India created some of the world’s most impactful work – including Ariel’s ‘Share The Load’, Whisper’s ‘Touch The Pickle’ and Gillette’s ‘Women Against Lazy Stubble’, campaigns that have sparked global conversations around equality, inclusion and mental health.

He won the Cannes Lions Grand Prix for Whisper’s ‘Touch The Pickle’ and multiple Golds in the Glass Lion for Ariel’s ‘Share The Load’ (2015, 2016, 2017). ‘Share The Load’ was twice ranked the World’s Most Effective Campaign by WARC.

Josy was Jury President at Cannes Lions 2025 (Sustainable Development Goals Lions) and Jury President at D&AD (2017). His mantra is ‘Content is king, context is King Kong’.