Under Soumabha Nandi’s leadership, Social Panga is not just evolving—it’s redefining what it means to create meaningful, strategic, and fearless marketing in a rapidly changing world.

March, 2025.- After over a decade in the industry, Soumabha Nandi has taken on a new challenge as EVP – Creative Strategy & Growth at Social Panga, bringing his deep expertise in creativity and business growth to one of India’s most dynamic marketing agencies. In an exclusive conversation, Nandi shares his motivations, insights, and bold vision for the future of marketing and storytelling.

A Purpose-Driven Move

Nandi’s transition to Social Panga was not a spur-of-the-moment decision but a carefully considered shift.

“Before joining Social Panga, I had spent 12 straight years with a single organization, and it was a great run. So when it came to making a shift, it had to be truly worth it—and this felt right,” he explains. Conversations with Social Panga’s co-founders, Himanshu and Gaurav, had been ongoing for three years before he finally took the leap.

What convinced him? A shared sense of purpose and authenticity. “They built Social Panga with a sense of purpose—rooted in goodness,” he notes.

Building a Culture of Creativity and Strategy

As EVP – Creative Strategy & Growth, Nandi is focused on enhancing Social Panga’s creative and strategic capabilities while fostering a fearless, innovation-driven culture.

“Creativity thrives in a fearless environment, but not every idea will directly drive business impact—and that’s okay,” he emphasizes. “The goal is to foster a culture where bold thinking is encouraged yet rooted in strategic intent.”

A key priority for him is breaking silos and fostering unexpected collaborations. With Social Panga operating across multiple cities, cross-team synergy is crucial to unlocking fresh creative possibilities.

The Balance Between Creativity and Business Impact

Nandi has built his career on bridging creativity and business growth, two areas often seen as opposing forces. But for him, the best ideas emerge from the intersection of intuition and data.

“Creativity and business growth are often seen as separate forces—one driven by intuition, the other by logic. But over time, I’ve realized that the best ideas come from the space in between,” he says. “Great storytelling should move people, but it should also move the business forward.”

His approach ensures that creativity is not compromised by business goals but rather enhanced by strategic intent.

Breaking the Cycle of ‘Assembly-Line Creativity’

For Nandi, one of the biggest challenges in marketing today is the lack of originality.

“Someone cracks a formula, and suddenly, everyone is doing the same thing—tweaking it slightly and calling it ‘innovative.’ It’s not. It’s just noise,” he states.

He believes brands need to ignore the herd mentality and build from first principles, focusing on original, thought-provoking work rather than chasing trends. “Don’t just serve up the latest trend with a new label—build something that makes people stop, think, and care.”

Data as a Tool, Not the Strategy

While data is crucial in modern marketing, Nandi warns against over-reliance on analytics at the expense of originality.

“Data is just a tool—it’s not the strategy. Too many brands obsess over numbers, thinking they’ll unlock creativity through analytics alone. It doesn’t work that way,” he explains.

For him, data should be used to eliminate guesswork, not creativity. It should help identify audience patterns and behaviors while leaving room for human insight and cultural understanding to drive storytelling.

Fostering Collaboration and Innovation

At Social Panga, Nandi aims to create a culture where creativity thrives through collaboration. He compares the process to filmmaking, where every team member plays a crucial role.

“The best work happens when people feel safe to experiment, fail, and try again. It’s important to let people be themselves and stay true to who they are,” he says.

His mentorship philosophy centers on empowering teams and ensuring that diverse perspectives shape the agency’s creative output.

What Makes a Brand’s Storytelling Powerful?

Having worked with brands like Flipkart, Disney+ Hotstar, and McDonald’s, Nandi understands what makes a brand’s storytelling resonate in the digital age.

“Today’s digital world is a race for attention, but the real winners are the ones who are absolutely sure of what they are doing,” he says. “Half measures can hurt. Simplicity is powerful, emotions are timeless, and authenticity is non-negotiable.”

For him, the story should always come first—platforms and trends are secondary.

A Future Built on Meaningful Work

Looking ahead, Nandi envisions Social Panga as a place where creativity has real impact, beyond just ad campaigns and momentary trends.

“The goal? Do work that makes people stop, think, and feel something real. Not just ads, but conversations. Not just trends, but stuff that lasts,” he says.

By bringing in new perspectives, breaking creative norms, and pushing boundaries, Nandi aims to shape a marketing landscape that values substance over noise.“As long as we stay curious, we’ll keep moving in the right direction,” he conclude.