AdVinciCode is a Mumbai-based advertising and marketing company specialising in creative campaigns, strategic branding, and innovative digital solutions that help businesses strengthen brand identity, accelerate growth, and engage effectively with modern consumers.
Sajid Khan has been serving as the Founder and Creative Head at AdVinciCode. He is currently leading key campaigns for PNG Jewellers and is also working on an upcoming campaign featuring Ravi Dubey, who will be seen as Lakshman in Ramayana, directed by Nitesh Tiwari. This creates an interesting opportunity to explore a conversation around culture, storytelling, and celebrity influence.
Medianews4u.com caught up with Sajid Khan, Founder & Creative Head, AdVinciCode.
Q. What was the gap in the creativity space that led to the formation of AdVinciCode?
Ad Vinci Code was born out of the gap between creative storytelling and measurable business impact. We saw brands either doing great creative with no performance lens, or performance marketing with no soul.
We built an agency that bridges ideas that are culturally sharp with tangible results.
Q. Could you talk about work recently done that standsout?
One of our recent campaigns was for PNG Jewellers featuring Ranbir Kapoor. The narrative beautifully blended the legacy of Bollywood with the century-long heritage of the brand, creating a story that felt timeless.
By pairing cultural nostalgia with modern storytelling, we ensured the campaign delivered strong emotional resonance and engagement.
Q. Are we in a situation where no creative work starts by a client without a clear line of sight to business outcomes?
Absolutely. Today, creativity is no longer just about aesthetics, it’s accountable.
Clients expect every campaign to have a defined role like driving awareness, engagement, or sales. The key is balancing long-term brand building with short-term performance.
Q. Is charging a fair remuneration the biggest challenge being faced in 2026 by the creative industry and by AdVinciCode?
It’s definitely a challenge because while expectations from agencies have increased, pricing hasn’t matched the value delivered. The industry needs to move towards value-based pricing rather than execution-based pricing.
Q. The best talent is not going into the ad industry due to money. they go into AI, cryto, deeptech. What should the way forward be?
The creative industry needs to reposition itself as future-facing. Agencies that embrace AI and innovation will not just retain talent but attract a new kind of hybrid thinkers.
Q. In building culturally relevant campaigns today what does one need to keep in mind?
Authenticity and timing are the most important aspects of building culturally relevant campaigns. Brands need to listen before they speak, understand micro-communities, and avoid forced narratives.
Q. How is AI reshaping creativity? At the same time does AdVinciCode try to balance AI with human creativity and intuition?
AI is accelerating ideation, production, and personalization. At Ad Vinci Code, we use AI as a tool, not a replacement. We believe human intuition and emotional intelligence are irreplaceable. The magic lies in combining both.
Q. Could you talk about the role of celebrity collaborations in storytelling?
Celebrities act as cultural amplifiers. When used right, they don’t just bring visibility, they add credibility and emotional recall. The key is to integrate them into the story, not just use them as faces.
Q. What should brands look at in deciding whether to work with a celebrity or with influencers? Influencers are less expensive but a celebrity gives reach.
It depends on the objective. Celebrities offer credibility and mass reach, while influencers bring relatability and niche engagement. The smartest brands are now using both to maximize impact.
Q. What were the learnings of working with PNG Jewellers?
Consistency and trust are everything. With PNG Jewellers, we learned that legacy brands thrive when storytelling evolves while staying rooted in their core values. Also, celebrity partnerships work best when they feel organic to the brand.
Q. Does the quality of creativity get affected if a client puts too much emphasis on performance versus brand building?
It can, if handled poorly. Focusing too much on metrics can weaken bold ideas. Data should guide creativity, not restrict it.
Q. What strategy would work in the festive season for messaging to standout at a tme when everyone is shouting?
During festive clutter, louder isn’t better, sharper is. Brands need a clear emotion and distinctive storytelling. Personalisation and timing also play a huge role in cutting through the noise and connecting with the audience.
