Mumbai: Mumbai-based integrated agency Spicetree Design Agency (SDA) has announced the appointment of veteran creative professional Sujit Das as Creative Consultant, effective June 2026, in a strategic move aimed at reinforcing human-led creativity at a time when artificial intelligence is rapidly reshaping the marketing and communications landscape.
The appointment reflects SDA’s long-term belief that while AI can improve efficiency and production capabilities, the future of meaningful brand communication will continue to be driven by ideas, emotional intelligence and human insight.
Founded in 2004 by Shiraz Khan, Spicetree Design Agency has evolved into a full-service 360-degree communications agency with over two decades of experience and a client portfolio spanning more than 1,200 brands across India, Africa and the Middle East.
Over the years, SDA has built its positioning around what it describes as “factual creativity” — blending data-led insights with strategic creative thinking. The appointment of Sujit Das is intended to strengthen this philosophy as the agency enters its next phase of growth.
Commenting on the appointment, Shiraz Khan, Founder Director, Spicetree Design Agency, said, “We are in a time when any brand can generate a thousand pieces of content in one night. But they can’t produce a real idea, one that’s grounded in human truth, cultural context and emotional meaning. That is the only creative currency that will matter in the years ahead, and that is exactly what Sujit brings to SDA. No AI tool can replicate his decades of experience across categories and geographies, his instinct for design-led storytelling, and his ability to create work that moves people. “We’re not just welcoming Sujit, we’re making a statement about the kind of agency SDA wants to be,”
Sharing his thoughts on joining SDA, Sujit Das said, “The most exciting creative opportunities right now aren’t about choosing between technology and craft but knowing when to use each. AI can speed up production, find patterns and cut out friction. But what makes someone stop, feel something, and remember a brand? Still comes from somewhere human. I was attracted to SDA by Shiraz’s clarity of vision and the agency’s genuine desire to do work that’s more than functional. I’m looking forward to working with the team to build a creative culture that is ambitious and rigorous, and really human.”
Sujit Das brings more than 25 years of experience across India, Africa and the Middle East and is widely recognised for combining strategic thinking with creative execution across categories and markets.
Throughout his career, he has worked on campaigns and brand mandates for leading global and Indian brands including Nike, Maggi, Nestlé Dairy, Harpic, Dettol, Dabur Vatika Shampoo, Britannia Good Day, Titan Eye+, Godrej Aer, HIT (Africa & Middle East), Jack Daniel’s, MSN, and Darling Industries Uganda, among others.
His leadership journey includes senior creative roles at TBWA Anthem, McCann-Erickson, Euro RSCG, Publicis and Lowe Lintas in India, followed by an international stint as Executive Creative Director at Moringa Ogilvy and J Walter Thompson in Kampala, Uganda, where he led campaigns across telecom, banking, FMCG and consumer categories.
Most recently, he served as Executive Vice President – Creative at Turmeriq Integrated Marketing Solutions, leading work for Reliance Industries, Reliance Petrochem and Paragon Footwear.
His creative work has earned recognition at leading global and regional award platforms including New York Festival (Silver), ABBY Awards (Gold), Clio Awards (Finalist), McCann Asia Pacific Awards, CAG, AAA, DAC, CAC, and A&M Awards. His Nike campaign was also recognised among the 20 best advertisements in 20 years of Indian advertising at the Mid-Day 20 Gong Awards.
