MUMBAI, INDIA // Josy Paul is one of the most influential figures in Indian advertising, known for ideas that challenge norms and spark cultural conversations. He started BBDO India from the backseat of his car in 2008. Under his leadership, BBDO India has created iconic, globally recognized campaigns that have reshaped social narratives and influenced the world. He is most famously known for P&G Ariel’s ‘Share The Load’ – the movement to drive gender equality at home. It was ranked the world’s most effective campaign twice in a row by WARC. The work has won several Gold Lions at Cannes. Most recently, in 2025, Ariel ‘Share The Load’ bagged a Cannes Lion in Sustainable Development Goals – in the inaugural long term platform category. Josy and his team also won the inaugural Glass Lion Grand Prix at Cannes for Whisper’s ‘Touch The Pickle’, a powerful movement around menstruation taboos.

Josy’s creative leadership has been widely recognized. He was named ‘Creative Agency Head of The Year’ by the Indian Advertising Association in 2016. Campaign Magazine honoured him multiple times as ‘Creative Person of the Year for South Asia’ and, in 2023, as ‘Asia-Pacific Creative Leader of the Year’. The Economic Times has also listed him among the most influential people in Indian advertising. This year, Josy served as Jury President for the SDG category at the Cannes Lions 2025.

A challenger at heart, Josy’s work continues to inspire, drive impact, and build world-famous brands