AAAI Sets Up First-Ever Creative Council, Appoints Josy Paul To Lead

The Advertising Agencies Association of India (AAAI) has established its first-ever Creative Council as part of its 2026–27 agenda, with BBDO Group India Chairman and Group Chief Creative Officer Josy Paul appointed to lead the initiative.

The council aims to strengthen creative excellence in Indian advertising by bringing together independent agencies, regional talent, emerging practitioners and established industry voices. It will focus on collaboration, experimentation, mentorship and the exchange of ideas across disciplines and generations.

As part of its initiatives, the Creative Council plans to facilitate intergenerational conversations, debates, demonstrations, readings and film screenings. It will also invite professionals from outside the advertising industry, including artists, scientists, filmmakers, designers, entrepreneurs and thinkers, to introduce fresh perspectives to the creative community.

Commenting on the initiative, Josy Paul said the council would provide a platform to nurture talent, celebrate diversity and create an environment where new ideas can flourish.

“I hope we can spark a renaissance of human possibility, with creativity as the force that brings us together and moves our industry forward,” Paul said.

Paul is among India's prominent creative leaders, with his work earning more than 25 Cannes Lions, including a Grand Prix and multiple Golds. His work on Ariel's Share The Load campaign, which was ranked the world's most effective campaign by WARC for two consecutive years, has been recognised as a benchmark for long-term brand building and effectiveness.

AAAI President Dr Sandeep Goyal said the council marked a significant shift in the association's institutional priorities by placing creativity at the forefront of its framework.

“For the first time in our history, we are bringing creativity to the absolute forefront of our institutional framework,” Goyal said, adding that the council would help mentor emerging talent and champion the diversity of India's independent and regional agencies.

The Creative Council forms a key part of AAAI's newly structured 2026–27 board agenda, reflecting the association's focus on building a more collaborative, inclusive and creatively ambitious advertising industry.