Advertising needs to raise issues, resolve tensions and transcend product functionality, says FCB India

Brands and their advertising should be ‘never finishing’, according to Rohit Ohri, group chairman and CEO of FCB India.
Speaking at Adfest in Thailand this week, Ohri joked that it didn’t mean that agencies didn’t have to finish work, it meant that brands and their marketing needed to emit an energy that never stood still and have a willingness to change.
The concept, according to him, ties into the well practiced concept of brand purpose, and likened the power of purpose