The team at FCB India explores how 'format intelligence' is shaping modern creativity, showing that great storytelling now moves fluidly across screens, mediums, and moments
Each campaign speaks a different language — social-native, sensorial, cinematic — yet all reflect the same evolution of storytelling at FCB India.
For years, brand films ruled the airwaves. They were the syntax of advertising, the benchmark of creative craft. But in a world defined by scrolls, screens, and short cycles, the dominance of the 30-second commercial is being rewritten.
Storytelling today doesn’t live in one format — it flows across them. From films to feeds, carousels to conversations, every space demands its own rhythm, tone, and treatment.
Which is why the real creative question isn’t 'What’s the film?' but 'What’s the format play?'
For Nissin, FCB Ulka builds a world that thrives on curiosity and speed — storytelling designed for motion, meme, and momentum. The film feels as if it were born on social, not adapted for it. Fast cuts, jump transitions, and hyperreal sound design create a rhythm that mirrors how gen z scrolls, laughs, and shares.
It’s advertising that doesn’t interrupt the feed — it belongs in it.
As Dheeraj Sinha, group CEO, FCB India and South Asia, put it,
“We’re entering an era where creativity isn’t just a message — it’s a system that moves with culture. The next frontier lies in mastering attention: understanding how it behaves across screens, moments, and contexts. The brands that will win globally are the ones that can fluidly translate their ideas across these shifting formats without losing their soul.”
If Nissin speaks in quick bursts, Sunfeast Fantastik! Choco Meltz by FCB Ulka takes a more playful and sensorial approach. A molten chocolate snack, Choco Meltz is positioned as a democratised indulgence—a treat that transforms everyday snacks into moments of shared joy. The film’s narrative brings that emotion to life, showing how a drizzle, a spread, or a sip of chocolate can turn the ordinary into the special.
Its creative line, 'Yum to Yummy,' becomes a metaphor for elevating the everyday, small gestures that melt hearts and bridge distances.
“Production today isn’t just about execution — it’s about extending the idea into its most powerful sensory form. Every sound, texture, and movement contributes to how the story feels. When craft becomes effortlessly invisible, that’s when emotion becomes unforgettable,” added Aanandita Banerjee, head of production, FCB 456 Studios
And then there’s Uber × Gautam Gambhir from FCB Neo — a film that chooses simplicity in an age of spectacle. Shot with restraint, it captures the everyday heroism of showing up, with Gambhir as its understated anchor. Long takes, natural light, and a quiet score lend the piece a cinematic truth. It’s storytelling stripped of artifice — a reminder that authenticity, when crafted with precision, can be more potent than grandeur.
Each of these campaigns speaks a different creative language, yet all share the same intent: to make creativity behave differently across the spectrum of content.
At FCB India, we call this evolution format intelligence — an understanding that creativity must flex across mood, medium, and moment. Because Creativity is an Economic Multiplier — not when it repeats, but when it reinvents.
Article first published on LBB Online.