AME’s 2025 Grand Jury embodies strategic thinking, innovation, analysis, and creative storytelling to champion brand awareness and equity. As global industry leaders and award-winning marketers, they serve as emissaries of effectiveness, their industry perspective and creative insights raise the bar and ensure that only the most creative adn impactful work is awarded.

Grand Jury member Sohini Roy Choudhary is VP Creative Strategy Director at Creativeland Asia. Throughout her 16 years of variegated experience, Sohini has worn many hats—connecting the dots between technology, design, psychology, and strategy. With a focus on building a sustainable and value-driven future, she is committed to ensuring businesses and individuals stay true to their core principles while embracing progress.

In the interview below Sohini shares he creative insights and strategic perspective on purpose-driven advertising, the role of storytelling, audio branding,  data analytics and AI, engaging consumers in mobile gaming spaces, influencer marketing and so much more!

AME Awards: From your perspective as a creative strategist, what standout qualities define award-winning, effective advertising today?

Sohini Roy Choudhary: If it is able to help the business and impact its sales, I feel that entry has won. For me, effective advertising isn’t just about being creative; it’s about making a real difference to the brand’s performance. One can easily tell the difference between an entry that was created for an award versus one that genuinely led to meaningful impact. The latter always stands out.

AME Awards: Why are effectiveness competitions like the AME Awards essential for measuring impact and industry growth?

Sohini Roy Choudhary: Effectiveness competitions like the AME Awards tell the world that creativity has a purpose. It doesn’t just exist in isolation; it creates a powerful impact on the business and drives measurable results.

AME Awards: How do you see purpose-driven advertising evolving in terms of effectiveness? What are some strategies brands are using to resonate with consumers?

Sohini Roy Choudhary: Being part of the industry, I have seen conversations in boardrooms evolving, where purpose is no longer seen as an isolated phenomenon. It is tied closely to business strategy, growth, and consumer trust. Brands are moving beyond superficial messaging and integrating purpose into their core operations. Strategies like authentic storytelling, transparent practices, and aligning with social or environmental causes resonate deeply with consumers. Purpose-driven advertising works best when it forges a meaningful connection while respecting the intelligence of the audience. Authenticity and alignment between a brand’s actions and its message are essential for building trust and impact.

AME Awards: With audio branding gaining traction, how are brands leveraging sound to build identity and connect emotionally with audiences? Are there standout examples of campaigns that used audio effectively to reinforce brand recall and impact?

Sohini Roy Choudhary: Sonic branding has picked up globally over the past five years, but I still see some resistance regionally. In India, it’s yet to fully evolve and capture the true potential of audio branding. It’s a great way for a brand to stand out in the clutter and build emotional connections with audiences. AI definitely adds an interesting push to this space by optimizing and personalizing sonic branding.

Funny, Britannia in India created the iconic ‘Ting Ting Ti-Ding’ jingle when sonic branding was still relatively unheard of. It’s fascinating to see how ahead of its time that was. All generations in India can easily recognize the brand just by hearing that sound—it's so ingrained in the culture that I find myself singing the jingle even when I'm just writing about it! That’s the power of audio branding—timeless and unforgettable.

AME Awards: In your experience, what role does storytelling play in the effectiveness of a campaign? Are there elements of narrative or structure that make campaigns especially memorable or impactful?

Sohini Roy Choudhary: Isn’t storytelling the crux of all that we do? I believe that as soon as you tap into the emotions of a specific culture, you win. Take Adani Group’s ad "Pehle Pankha Aayega, Phir Bijli Aayegi" for example. It’s a great illustration of how storytelling can capture the pulse of a community and reflect their real-life experiences

AME Awards: What future-forward trends and innovations will we see brands adopt for 2025?

Sohini Roy Choudhary: AI is the talk of the town, and for good reason. In 2025, brands will increasingly adopt AI-driven strategies to personalize experiences and optimize campaigns in real time. From predictive analytics to hyper-targeted content creation, AI will revolutionize how brands engage with consumers, AI will revolutionize how brands engage with consumers, making interactions smarter and more intuitive. We’ll also see a rise in brands using AI to enhance creativity—whether through AI-generated content or automating elements of the creative process to speed up production.

AME Awards: How have advancements in data analytics and AI influenced the development and success of advertising strategies?

Sohini Roy Choudhary: With data analytics, brands now have access to real-time insights about consumer behavior, preferences, and trends, enabling them to tailor campaigns with precision. AI takes this a step further by not only analyzing the data but also predicting future trends and automating personalization at scale. This means ads can be customized for individuals, optimizing engagement and conversions in ways that were never possible before.

AME Awards: How are brands reimagining influencer marketing to be more impactful? Any examples of partnerships or approaches that have been proven most effective?

Sohini Roy Choudhary: I see a shift in influencer marketing in India in a big way. Traditional integrations are becoming a thing of the past. Brands are demanding a more organic, authentic approach that doesn’t just rely on a quick promotional post. Influencers are now being treated as true partners, with collaborations that feel more natural and integrated into the influencer's own story. It's no longer about pushing products in a forced way; instead, it's about fostering genuine connections between the brand and the audience. This shift reflects a deeper understanding of how trust is built in today’s digital age—through transparency, relatability, and real engagement.

AME Awards: How are emerging technologies like AR, VR, and interactive content transforming advertising effectiveness? Could you share examples, especially in areas like online shopping or virtual try-ons, where these tools have driven meaningful consumer engagement?

Sohini Roy Choudhary: Emerging technologies like AR, VR, and interactive content are really shaking up advertising, especially when it comes to creating more engaging and personalized experiences. These tools allow brands to connect with consumers in a way that feels less like advertising and more like an experience. IKEA’s app lets you use AR to see how furniture will look in your home before buying it. And I remember, L'Oréal’s Virtual Makeup Try-Ons (AR).

AME Awards: With a growing focus on corporate social responsibility, how are brands authentically communicating their values and impact?

Sohini Roy Choudhary: Brands are becoming more intentional about how they communicate their values and the impact they’re making. Authenticity is key in this space—consumers today are more discerning and expect transparency, not just empty promises. Increasingly communicating their values through transparency, showcasing real impact, partnerships with NGOs, engaging employees and customers, leveraging social media and influencer campaigns, and obtaining sustainability certifications to validate their efforts.

AME Awards: What strategies are successful in engaging users within mobile gaming spaces? How do brands encourage active participation rather than passive ad consumption?

Sohini Roy Choudhary: Integrating interactive ads that blend seamlessly with gameplay, offering in-game rewards or incentives for interactions, and creating branded challenges or events that encourage active participation. Brands can also utilize user-generated content, where players can create and share content related to the brand, fostering a sense of ownership and deeper engagement.

AME Awards: With the rise of e-commerce and direct-to-consumer channels, how are brands reshaping their advertising strategies to reach consumers directly?

Sohini Roy Choudhary: Brands seem to be reshaping their strategies by leveraging data-driven personalization, targeted ads, and tailored content to directly reach consumers. They are focusing on building direct relationships through social media, email marketing, and influencer partnerships, often creating exclusive offers or personalized shopping experiences. Additionally, brands are using retargeting techniques and omnichannel approaches to ensure a seamless journey from discovery to purchase.

AME Awards: What challenges do brands face in maintaining effectiveness across diverse global markets, and how do you approach creating strategies that resonate across different cultures?

Sohini Roy Choudhary: One of the biggest hurdles is ensuring that the core message remains relevant while also being adaptable to local nuances. Another challenge is navigating different regulations and marketing guidelines across countries. To create strategies that resonate across cultures, I focus on a balance between consistency and flexibility.

AME Awards: How are brands leveraging short-form video and user-generated content to connect with younger audiences? Are there any standout examples of success?

Sohini Roy Choudhary: With attention spans shortening, and TikTok and Instagram Reels leading the charge, short-form video has become the preferred content format for younger audiences across APAC. Gucci's TikTok Challenge was a perfect example. They launched a challenge encouraging users to show off their creative fashion looks using their products. The campaign went viral, as younger consumers love to engage with branded content in an interactive, creative way.