Ankur Mondal Interview(s)
What motivates you to be part of the PHNX Jury, and what do you hope to bring to the judging process?
As someone who has spent nearly two decades in the advertising industry, I’ve always believed in the power of creativity to inspire change. The PHNX Awards celebrate bold, boundary-pushing ideas, and being part of the jury allows me to engage with work that challenges conventions and redefines storytelling.
I hope to bring a deeply empathetic perspective to the judging process—one that values not just strategic brilliance but also the emotional impact of an idea. Great advertising doesn’t just sell; it resonates, it moves, it lingers. I’m particularly excited to champion work that is authentic, inclusive, and fearless in its execution. The industry thrives on fresh perspectives, and I look forward to celebrating ideas that don’t just follow trends but set them.
I hope to bring a deeply empathetic perspective to the judging process—one that values not just strategic brilliance but also the emotional impact of an idea. Great advertising doesn’t just sell; it resonates, it moves, it lingers. I’m particularly excited to champion work that is authentic, inclusive, and fearless in its execution. The industry thrives on fresh perspectives, and I look forward to celebrating ideas that don’t just follow trends but set them.
PHNX has always been about celebrating creativity in all its forms. What new perspectives or disciplines do you think deserve more recognition in award shows today?
In today’s world, creativity is no longer confined to traditional advertising or storytelling—it thrives at the intersection of culture, technology, and social impact. I believe disciplines like AI-driven creativity, immersive brand experiences (AR/VR), and purpose-driven storytelling deserve greater recognition in award shows.
We’re seeing incredible work emerge from independent creators, queer and marginalized voices, and grassroots movements that challenge the status quo. These narratives often break away from the polished, brand-safe messaging we’re used to and bring raw, unfiltered emotions into the spotlight.
Additionally, sonic branding and multi-sensory storytelling—where brands engage audiences beyond just visuals—are reshaping how we experience creativity. As jurors, we have a responsibility to champion ideas that push boundaries, not just in execution but in their intent and cultural significance.
We’re seeing incredible work emerge from independent creators, queer and marginalized voices, and grassroots movements that challenge the status quo. These narratives often break away from the polished, brand-safe messaging we’re used to and bring raw, unfiltered emotions into the spotlight.
Additionally, sonic branding and multi-sensory storytelling—where brands engage audiences beyond just visuals—are reshaping how we experience creativity. As jurors, we have a responsibility to champion ideas that push boundaries, not just in execution but in their intent and cultural significance.
Which countries or regions do you think are leading the creative field right now? And which emerging markets should we look out for?
Creativity is no longer bound by geography—great ideas can come from anywhere. The future of creativity is borderless. With digital platforms democratizing content creation, some of the most groundbreaking ideas aren’t just coming from agencies—they’re coming from independent creators, niche communities, and unexpected places.
What trends or cultural shifts do you think will define the most impactful creative work this year?
This year, the most impactful creative work will be shaped by a blend of cultural reckoning, technological evolution, and a demand for authenticity.
Here are some key trends that will define the landscape:
Radical Authenticity & Unfiltered Storytelling: Audiences are tired of polished perfection. They crave raw, honest, and unfiltered narratives, especially from underrepresented voices. Expect brands to embrace real, messy, and deeply personal storytelling over aspirational messaging.
AI as a Creative Partner, Not Just a Tool: AI is no longer just a gimmick; it’s becoming an integral part of ideation and execution. The best work will be the kind that fuses AI with human intuition, emotion, and craftsmanship—not just AI for AI’s sake.
The Rise of Collective Creativity: We’re seeing a shift from single-author narratives to co-created, community-driven content. Whether it’s TikTok challenges, open-source branding, or campaigns built on audience participation, the best work will be co-owned by the people, not just the brand.
Hyperlocal Storytelling with Global Impact: Some of the most compelling campaigns will come from deeply culturally specific narratives that resonate universally. Instead of generic global messaging, brands will lean into regional nuances and local truths that create stronger emotional connections.
Purpose with Proof: Purpose-driven marketing isn’t new, but audiences now demand action over words. The most impactful work will be backed by real-world change, not just feel-good messaging. Brands that take bold, uncomfortable stances—and actually follow through—will stand out.
Sonic & Multisensory Storytelling: With screen fatigue setting in, audio-driven experiences, immersive storytelling (AR/VR), and sensory branding will rise. Expect brands to create deeper emotional connections through sound, scent, and touch in ways we haven’t seen before.
Ultimately, this year’s best creative work will be fearless, emotionally charged, and deeply human. The future of advertising isn’t just about selling—it’s about making people feel something real.
Here are some key trends that will define the landscape:
Radical Authenticity & Unfiltered Storytelling: Audiences are tired of polished perfection. They crave raw, honest, and unfiltered narratives, especially from underrepresented voices. Expect brands to embrace real, messy, and deeply personal storytelling over aspirational messaging.
AI as a Creative Partner, Not Just a Tool: AI is no longer just a gimmick; it’s becoming an integral part of ideation and execution. The best work will be the kind that fuses AI with human intuition, emotion, and craftsmanship—not just AI for AI’s sake.
The Rise of Collective Creativity: We’re seeing a shift from single-author narratives to co-created, community-driven content. Whether it’s TikTok challenges, open-source branding, or campaigns built on audience participation, the best work will be co-owned by the people, not just the brand.
Hyperlocal Storytelling with Global Impact: Some of the most compelling campaigns will come from deeply culturally specific narratives that resonate universally. Instead of generic global messaging, brands will lean into regional nuances and local truths that create stronger emotional connections.
Purpose with Proof: Purpose-driven marketing isn’t new, but audiences now demand action over words. The most impactful work will be backed by real-world change, not just feel-good messaging. Brands that take bold, uncomfortable stances—and actually follow through—will stand out.
Sonic & Multisensory Storytelling: With screen fatigue setting in, audio-driven experiences, immersive storytelling (AR/VR), and sensory branding will rise. Expect brands to create deeper emotional connections through sound, scent, and touch in ways we haven’t seen before.
Ultimately, this year’s best creative work will be fearless, emotionally charged, and deeply human. The future of advertising isn’t just about selling—it’s about making people feel something real.
If you could give one piece of advice to agencies and creatives submitting their work, what would it be?
"Tell the human story first."
It’s easy to get caught up in the craft, the tech, or the cleverness—but at the heart of every impactful piece of work is a real, human truth. Judges see hundreds of entries, but the ones that stay with us are those that make us feel something—joy, discomfort, hope, or even anger.
So, when submitting your work, ask yourself:
1. Why should anyone care?
2. What human insight drives this idea?
3. Does the execution serve the story, not overshadow it?
And finally—be clear, be concise, and trust your work to speak for itself. A great idea doesn’t need to be overexplained—it just needs to be FELT.
It’s easy to get caught up in the craft, the tech, or the cleverness—but at the heart of every impactful piece of work is a real, human truth. Judges see hundreds of entries, but the ones that stay with us are those that make us feel something—joy, discomfort, hope, or even anger.
So, when submitting your work, ask yourself:
1. Why should anyone care?
2. What human insight drives this idea?
3. Does the execution serve the story, not overshadow it?
And finally—be clear, be concise, and trust your work to speak for itself. A great idea doesn’t need to be overexplained—it just needs to be FELT.
Which creative minds are inspiring you the most right now?
The new wave of creators on Instagram and YouTube—particularly queer voices from India and beyond—are redefining representation, storytelling, and what it means to build a personal brand with purpose.
For me, the most inspiring creatives are the ones who break rules, make us uncomfortable in the best way, and tell stories that need to be heard. That’s where the future of creativity lies.
For me, the most inspiring creatives are the ones who break rules, make us uncomfortable in the best way, and tell stories that need to be heard. That’s where the future of creativity lies.
.