SAMYU MURALI

Share a piece of work that you’re really proud of?

While my career kicked off in the United States, I studied advertising in India. And in every class, there’s a chapter about India’s advertising god – Piyush Pandey – and his incredible breadth of work. One that stood out was the legendary Cadbury 1993 ad, where a cricketer hits a six and his girlfriend runs from the stands and dances without abandon, on the field.

In 2021, I came across a tweet that said that women’s sports would only get sponsorship if they played in their underwear. This got me thinking – what if we took something that the country loved and flipped it to show support to the women’s cricket team? And so, I pitched it to the team. For the very first time in India, we created a film that spotlighted women cricketers by flipping the gender roles of the brand’s own original iconic ad.

This proactive piece became the most viral ad that year, finding its way to my parents and grandparents group chats and forming a place in people’s hearts yet again.

The best feeling came a few years later – the first intern I hired sent screenshots from her advertising class. Neatly scribbled notes about the iconic Cadbury ad – both 1993 and 2021 being discussed at length.

“The best feeling came a few years later – the first intern I hired sent screenshots from her advertising class. Neatly scribbled notes about the iconic Cadbury ad – both 1993 and 2021 being discussed at length.”

If you could change one systemic barrier in the creative industry, what would it be?

The leadership pipeline.

It’s currently been built to reward a specific mold – extroverted, often male, often copy-led and often the loudest in the room. Most designers are rarely seen as future CCOs, more of executors of the work and not leaders. That’s just bad for business. We’re cutting ourselves off from a huge pool of talent simply because it doesn’t fit the old script.

At Talented, I’ve been fortunate to help build a different blueprint where we create accelerated paths for writers, designers, and planners to grow into leadership roles.

For Indian advertising’s next era, we need to question ourselves on what it will take to unlock this new kind of leadership. It starts with actively investing in designers as strategic thinkers.

What leadership skills do you think are the most critical in the AI era?

John Searle once asked us to consider the distinction between mimicry and understanding. AI tools can generate infinite options, but they can’t tell you which one actually works. That POV is what will set creative leaders apart.

To me, the most critical skills are twofold. First, approaching AI with a lens of problem solving and not a replacement for creativity. Second, having the cultural knowledge and emotional maturity to know what resonates with people and why. From a design perspective, that means doubling down on basics, grounding yourself in design history and honing that sense of taste. If you don’t understand where styles came from, you’ll struggle to shape where they go next.

“AI tools can generate infinite options, but they can’t tell you which one actually works.”

What’s one piece of advice you wish someone had given you early in your career?

Dissent during a brainstorm doesn’t mean disrespect. You’re in the room because your opinion matters. So make sure you make use of the space to make your perspective be heard.

My introverted self would often stay quiet, in fear of being viewed as a cynic. But in reality, poking holes in a strong idea will only make it stronger.

How has your identity influenced the creative risks you choose to take?

I started my career in the U.S. – an introvert navigating a culture I didn’t grow up in at a time when the political climate made me feel my presence was not welcome. Most people in advertising look West for inspiration. I felt compelled to do the opposite. I returned to India because I desperately wanted to tell the stories that weren’t being told back home.

Today, my work sits at the intersection of design, linguistic diversity and hyperlocal storytelling. And I can say with conviction that the most meaningful work comes from following your creative compass, even if it pulls you to the opposite side of convention.

“The most meaningful work comes from following your creative compass, even if it pulls you to the opposite side of convention.”