PARIKSHIT BHATTACCHARYA ELEVATED TO CCO ROLE AT PROPAGATE INDIA

Publicis Groupe India has elevated Parikshit Bhattaccharya as Chief Creative Officer at Propagate India, alongside his role as CCO of BBH India. Reporting to Paritosh Srivastava, he will drive Propagate’s creative vision, strengthen digital craft and foster a culture of high-ambition, high-impact work across platforms and brands.  

Parikshit Bhattaccharya’s elevation to the additional role of Chief Creative Officer at Propagate India marks a significant moment in Publicis Groupe India’s ongoing push to strengthen its creative and digital leadership. While continuing in his current position as CCO of BBH India, Bhattaccharya will now take on an expanded mandate at Propagate India, the group’s full-stack digital agency. The move reflects both confidence in his creative stewardship and a broader strategic intent to align creative ambition with digital-first thinking across the network.

In his new role, Bhattaccharya will report to Paritosh Srivastava, CEO of Saatchi & Saatchi India, BBH India and Propagate India. This reporting structure underscores the group’s emphasis on integration, ensuring that creative leadership across traditional, digital and emerging platforms operates with a shared vision. As agencies increasingly move away from siloed offerings, such leadership alignments are becoming central to delivering cohesive brand experiences in a fragmented media environment.

Propagate India has been positioned as Publicis Groupe India’s full-stack digital agency, built to address the evolving needs of brands navigating complex digital ecosystems. Its mandate spans strategy, creative, technology, data and performance, demanding a creative approach that is both platform-native and idea-led. Bhattaccharya’s elevation signals an intent to deepen the agency’s creative muscle while sharpening its digital craft, ensuring that work remains distinctive even as it scales across formats and channels.

At the heart of Bhattaccharya’s new responsibility is the task of driving Propagate India’s creative vision. This involves not only defining the kind of work the agency aspires to produce, but also setting standards for how creativity is applied across digital touchpoints. In a landscape dominated by algorithms, metrics and rapid content cycles, the challenge is to ensure that ideas do not get diluted by executional speed. Bhattaccharya’s role will be to keep creativity central, using it as the differentiating force that elevates digital work beyond functional communication.

Strengthening digital craft is another key pillar of his mandate. Digital creativity today requires a deep understanding of platforms, user behaviour and technology, alongside traditional storytelling skills. From short-form video and social-first campaigns to immersive brand experiences and always-on content, the scope of digital work is constantly expanding. Bhattaccharya is expected to help Propagate India build capabilities that marry conceptual strength with executional excellence, enabling teams to deliver work that is both culturally relevant and technically sound.

Equally important is the cultural dimension of his appointment. Bhattaccharya will be tasked with shaping a creative culture focused on raising ambition and delivering high-impact work across brands and platforms. Culture, in this context, is not just about creative freedom but about fostering an environment where teams are encouraged to push boundaries, challenge briefs and take calculated risks. In digital agencies, where pace and volume can often overshadow depth, nurturing such a culture is critical to sustaining long-term creative excellence.

Bhattaccharya’s continued role as CCO of BBH India adds another layer of significance to the move. BBH’s global reputation is built on the philosophy of “zagging” and producing work that stands apart through strategic clarity and bold creativity. Bringing this sensibility into Propagate India offers the potential for cross-pollination of ideas and approaches, enriching the digital agency’s output with the kind of brand thinking that BBH is known for. At the same time, Propagate’s digital-first orientation can inform and energise BBH’s own approach to new platforms and formats.

The decision to entrust Bhattaccharya with this dual responsibility reflects Publicis Groupe India’s confidence in his leadership and creative judgment. It also highlights the group’s recognition that digital leadership today cannot be separated from creative leadership. As clients demand integrated solutions that span brand building, performance marketing and commerce, agencies must ensure that creativity is embedded at every stage of the process, rather than added as an afterthought.

For Propagate India, this elevation comes at a time when digital agencies are under increasing pressure to prove their value beyond metrics. While data and performance remain essential, brands are also seeking partners who can help them build meaning, relevance and emotional connection in digital spaces. By appointing a seasoned creative leader to shape its vision, Propagate is signalling its intent to compete on the strength of ideas as much as on technological capability.

The reporting line to Paritosh Srivastava further reinforces the group’s integrated approach. As CEO of multiple agencies within Publicis Groupe India, Srivastava’s oversight ensures alignment across creative philosophies, business priorities and client strategies. Bhattaccharya’s expanded role fits into this structure as a bridge between brand-led creativity and digital execution, helping to create a more unified offering for clients navigating increasingly complex marketing challenges.

From a broader industry perspective, Bhattaccharya’s elevation reflects a growing trend of senior creative leaders taking on network-wide or cross-agency responsibilities. As boundaries between advertising, digital, content and experience design blur, agencies are rethinking leadership models to encourage collaboration and shared ownership of creative outcomes. This move positions Bhattaccharya not just as a creative custodian, but as a catalyst for transformation within the network.

Ultimately, the success of this appointment will be measured by the work Propagate India produces and the culture it cultivates. High-impact digital creativity requires more than tools and talent; it demands a clear point of view and the courage to pursue it consistently. By placing Bhattaccharya at the helm of Propagate’s creative vision, Publicis Groupe India is making a statement about the kind of digital agency it wants to build—one where ambition is high, craft is valued and creativity remains the driving force across brands and platforms.

As Parikshit Bhattaccharya steps into this expanded mandate, the expectation is that his influence will help Propagate India sharpen its creative edge while strengthening its role within the broader Publicis ecosystem. In an industry defined by constant change, the elevation underscores a belief that strong, integrated creative leadership remains the most powerful differentiator an agency can have.