In a MediaBrief exclusive ahead of the 2026 Cannes Lions International Festival of Creativity, Josy Paul, Chairperson and Chief Creative Officer, BBDO India, speaks about what the world can learn from Asia’s commerce ecosystems, how brands can use AI without losing their soul, and the importance of cultural nuance in a rapidly evolving marketplace. Paul also shares his views on scaling brands across diverse cultures, the convergence of commerce, content and culture, and why the future belongs to brands that create meaning, not just attention.
On June 22, the opening day of the 2026 Cannes Lions International Festival of Creativity, Paul will join industry leaders Sonal Chhajerh, National Creative Director, Leo India; Adams Fan, CEO, F5 Shanghai; Shilpa Sinha, Chief Strategy Officer (Global Markets) for L’Oréal at McCann; and Melanie Speet, Director, Spikes Asia, for the roundtable, ‘How to Move at the Speed of Asia‘. The session will explore what Asia is getting right about the future of commerce, how brands can scale across cultures without diluting their essence, and how AI can accelerate brand building while preserving distinctiveness.
Speaking about the session and what attendees can expect, Paul says, “The session at The Terrace, The Palais on Monday, 22 June, will spotlight the energy, ambition and creative momentum driving Asia’s rise as one of the world’s most influential engines of innovation and culture. Designed as an open, content-led exchange, the Roundtable will challenge conventional thinking and invite audiences into candid conversations around the biggest questions facing brands today.”
He continues, “I am not an expert on Asia. I am just a lover of Asia. But from what I’ve experienced, Asia feels less like one market and more like many civilizations connected by extraordinary energy. Commerce, conversation, creators, culture… all flowing together.”
He adds, “My role as a speaker at the Cannes Lion Roundtable is to provoke, challenge, be challenged, and facilitate discussion and perspectives about Asia. And in the process, we all learn a little more about the Asian way.”
AI, creativity and the future of human-centred brand building
As AI transforms the creative industry at unprecedented speed, questions around authenticity, originality and the role of human creativity have come to the forefront. Sharing his perspective on how brands and creative leaders can embrace AI-driven innovation while preserving the human qualities that give brands their soul, Paul says, “Every generation receives a new instrument. The question is never whether we use it. The question is: what music do we make with it? AI can accelerate output. But creativity was never only output. Creativity is noticing what others overlook. It is empathy. Timing. Contradiction. Meaning.”
He continues, “If we use AI only to create more content, we may become efficient but forgettable. If we use AI to remove repetitive work and create more space for observation, imagination and craft, something beautiful can happen. Especially in Asia, where nuance matters. AI can scale expression. But only humans can recognise what matters.”
Moving at the speed of Asia without losing cultural authenticity
As brands navigate Asia’s diverse cultures and rapidly evolving consumer landscape, balancing scale with authenticity remains a key challenge. Sharing his perspective on what it takes to succeed across multiple markets, Paul says, “Moving at the speed of Asia doesn’t mean moving faster. It means listening faster. The strongest brands arrive with strong values and flexible expressions. A great brand in Asia behaves more like water. Its essence remains. Its shape adapts to local relevance and cultural authenticity.”
At a time when marketers are under increasing pressure to deliver measurable results, the debate between short-term performance and long-term brand building continues to intensify. Sharing his perspective on how brands can strike the right balance, Paul says, “Performance captures demand. Creativity creates demand. We need both. The danger is not measurement. The danger is measuring only what is easy.”
He continues, “Some of the most important things a brand creates – trust, memory, affection, meaning – compound quietly over time. Creativity is not the opposite of performance. Great creativity is performance with a longer memory.”
When Commerce, Content and Culture converge
As the boundaries between commerce, content and culture continue to blur, brands are increasingly looking for new ways to build deeper consumer connections and drive growth. Sharing the lessons global marketers can learn from Asia’s evolving brand landscape, Paul says, “The most interesting brands don’t interrupt behaviour. They become part of behaviour. Commerce becomes entertainment. Content becomes utility. Culture becomes participation.”
He adds, “The lesson is simple: Stop building campaigns. Start building experiences people choose. Create acts, not ads.”
Looking beyond Cannes Lions 2026, the conversation turns to how creativity, technology and consumer behaviour will continue to evolve and reshape brand building in the years ahead. Reflecting on these shifts, Paul says, “I think we are moving from an economy of attention to an economy of affection. For years, brands competed to be noticed. The next era belongs to brands that are remembered.”
Paul wraps up by saying, “Technology will make creation easier. Meaning will become harder. The brands that matter won’t be the ones that create the most. They’ll be the ones that understand the deepest and create the most meaning.”
