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My Biggest Lesson: Gurbaksh Singh

11/06/2024
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The chief creative officer for innovations of Dentsu Creative India on tackling the unknown and why struggle and failure are the best teachers in life
Gurbaksh, with a vision of blending creativity and technology to push traditional boundaries, has over two decades of experience. His work has earned numerous prestigious awards, including Cannes Lions, OneShow, Spikes Asia, D&AD, Adfest and Webby, among many others.

He made history by hacking into the British Museum to create an undercover tour of debated artefacts from his home, earning India's first-ever Cannes Lions AOY for 'The Unfiltered History Tour,' which became the country's most celebrated work at Cannes to date.

Building on his past success, his latest campaign, Motorola Deep Connect, has been crowned the most celebrated work at India's premier creative award show – Kyoorius Creative Awards.


One piece of wisdom from my career that has always stayed with me is the value of exploring unexplored territories. While tackling the unknown can be daunting, it's important to greet the issues that come your way. These limitations are invaluable learning possibilities, helping you grow and adapt.

Remember, nothing is out of reach if you aim high and stay committed. The barriers you encounter will not only test your resolve but also accelerate your education and progress. So, don't shy away from new paths; face them head-on with confidence and perseverance.

I learned this insight early in my career, while I was in my twenties and working at one of the top digital agencies named "Webchutney" in the first decade of the 2000s.  

I had been there for about two years, and my role involved juggling multiple responsibilities due to the lack of budget, resources and experienced creative tech peps. I was excited about the possibilities but also felt disoriented and overwhelmed by the challenges.

Despite the obstruction, this period taught me the significance of exploring uncharted domains and the invaluable lessons that come from facing hindrances head-on, shaping my professional outlook with determination and strength.

In the initial days, we pitched numerous creative tech ideas to clients, They listened politely, but you could see the doubt in their eyes as if our PowerPoints were just pretty pictures to them and no one believed we could deliver on what we presented. Despite having no solid foundation, we had a strong impression that we would make it happen, no matter what it took.

Determined to prove the potential of creative tech in India, I aimed to start a creative tech lab at a time when no one was prepared to see how it could transform traditional advertising. Convincing the founders to take this leap was tricky, as they were also venturing into the unknown. However, risk-taking was in Webchutney's DNA, and they appreciated my willingness to risk it all to make it happen.

Over the next 12 months, we extensively researched and began creating prototypes for client meetings to demonstrate our capability. As clients saw our progress, their trust in us grew exponentially. This sensation marked a turning point, and there was no looking back.

Through this journey, I comprehended that struggle and failure are the best teachers in real life. They shape resilience, foster innovation, and pave the way forward.

Two key figures influenced me greatly during this time. Sudesh Samaria, the CCO, taught me valuable lessons through tough love, constantly pushing me to do something out of the box. This pushed me to refine my skills and strive for excellence.

In contrast, Sidharth Rao, the CEO, provided essential guidance on navigating the corporate world. He helped me understand how to expand my boundaries and approach difficulties strategically. His integrated knowledge shaped my proficient growth, teaching me both the essence of creative excellence and the skills needed to thrive in a corporate environment.

My relationship with the agency's founders quickly evolved into a deep, familial bond, and they became friends for life. We were more than colleagues; we were partners running the show together.

Their strategic guidance created a balanced dynamic. I admired and respected both immensely, feeling incredibly fortunate to have their mentorship and friendship. Their influence was pivotal in my role, shaping my experience and personal growth, and I always felt lucky to be part of such a supportive and inspiring gang.

It struck such a chord because their mentorship came at a critical point in my career when I was detecting both excitement and disoriented. Their combined influence provided a perfect balance of challenge and support, deeply resonating with me and significantly shaping my journey. The unwavering trust in my potential and the bond we formed made their guidance profoundly impactful and unforgettable.

On a personal level, I developed greater solidity and conviction, knowing to embrace roadblocks as prospects for growth.

Now, I no longer fear hurdles; I view them as adventure tours that test my limits of patience and self-belief. This mindset shift has also impacted how I lead my team. I trust them more, giving them ample space to grow, innovate and foster a collaborative environment where everyone is encouraged to take calculative risks and learn from failures, ultimately driving both personal and collective victory.

As I've advanced in my career, I've continually re-evaluated and found new layers of depth in their advice. The value of experimentation and embracing hurdles has proven timeless, reinforcing that growth often comes from discomfort.

With each new challenge, I've realised how crucial soundness and adaptability are. Their learning has also influenced how I mentor others, encouraging them to face difficulties head-on and aim high and has become a cornerstone of my philosophy, guiding my decisions and actions throughout my career.

I often emphasise the importance of problem-solving and viewing blockages as chances for growth.

Drawing from my own experiences, I encourage young talent and mentees to aim for high standards and creative thinking. I stress that strength and adaptability are crucial for success and that aiming high, despite barriers, is key to achieving one's goals. This acquaintance has become a fundamental part of my mentorship approach, inspiring others to pursue excellence and continuously expand their limitations.

When I share this perspective with others, many find it encouraging and motivating, as it provides a realistic yet optimistic perspective on professional growth. Some have expressed that it helps them reframe their challenges, seeing them as valuable opportunities rather than setbacks.

People often feel more empowered to take risks and aim higher, understanding that obstacles are a natural and essential part of the journey. Overall, this advice resonates well, fostering a culture of strength, continuous improvement and ambition.
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