Mumbai: Spending three decades in the advertising industry is no small feat, and Anand Suspi’s illustrious career stands as a testament to his creative genius. As the co-founder of AndAnd Brand Partners, a boutique agency known for its holistic advertising solutions, Suspi has consistently championed the spirit of partnership and collaboration.

His 30-year track record includes serving as the creative head of Lowe, Delhi, and leading numerous successful campaigns. Beyond advertising, Suspi is also an acclaimed author, with his childhood memoir "Half Pants Full Pants" adapted into an award-winning series on Amazon Prime. His latest book, "The Bookseller of Mogga," promises another captivating journey into the heart of storytelling.

Indiantelevision.com caught up with AndAnd Brand Partners co-founder Anand Suspi to know more about his advertising journey, some timeless creative trends, role of AI in infusing a human touch into digital marketing, and more…

Edited Excerpts:

On your journey in the advertising industry, from leading high-profile campaigns to publishing acclaimed works like your childhood memoir "Half Pant Full Pant" and now your new novel "The Bookseller of Mogga"?

Advertising has been a long journey of 30 years. Any long journey in any field for any person will always be a mixed bag. The same in my case - it’s been gratifying, frustrating and disappointing. All three. I’ve worked with some incredible people, worked on some exhilarating ideas, enjoyed several highs and many lows. But the two books are what will make me smile with contentment before I take off from the planet. The newly-published book is perhaps the most delightful book about books, ever written.

On the ways in which brands can effectively leverage storytelling techniques that resonate with today's audiences despite the rise of short-form video and shrinking attention spans

In this age of short attention spans, storytelling needs to address the consumer need-states that remain largely the same. Such as, surprise me, entertain me, shock me, inspire me. Brands, depending on their personalities, need to constantly find newer storytelling forms and techniques that communicate their message or POV but also address these need-states.  

On the timeless creative trends that are shaping marketing this year, and how has the global nature of creative work continued to evolve

The time-tested art of storytelling will beat all trends and fads. Brands can engage on a daily basis using trends that are in vogue but to build a long-term sustainable brand, we need to go back to the basics of being authentic, interesting and persuasive. Whether in India or the world over, the most respected and admired brands that have been around for decades continue to do this consistently.

On the role that AI can play in infusing a human touch into digital marketing

AI stands to play a huge role at both ends of the spectrum - `the everyday throughput’ and `the unexpected output’. It can (and should be used) to handle a lot of the mindless grunt work so that brands and agencies can spend more time using human intelligence to do better and bigger things. At the other end, AI is also capable of generating the most unexpected ideas, expressions, executions etc. This requires a lot of playing around with it but is worth the effort.

On the ways in which brands can seamlessly integrate user-generated content into traditional advertising

Integrating it may weaken the might and magic of traditional advertising. That should remain pure and not muddy itself by integrating UGC. However, brands can surely do this: Influencer marketing started out as `voice of the consumer’ but has now become another form of brand-speak. UGC can be integrated with influencer marketing so that the mix comes across as authentic consumer-speak.

On the strategies that brands can adopt to rise above the marketing clutter

The strategies to cut through the marketing clutter are quite a challenge for brands at present. With a substantial increase in avenues, the marketing clutter is only expected to increase. Simultaneously attention spans will only decrease incrementally. At such a time, cutting through requires brands having increasing clarity about who they are and more importantly, who they are not. It will serve as the pillar helping them market themselves to the correct audience.  

On the emerging creative formats that are poised to disrupt the marketing landscape in the coming years

That would be Emotion AI and the Multiverse. It is only a matter of time before they become mainstream.