Parikshit Bhattaccharya expands creative leadership role as CCO at Propagate India

Propagate India, Publicis Groupe India’s full-stack digital agency, has appointed Parikshit Bhattaccharya as chief creative officer, extending his existing responsibilities as chief creative officer of BBH India. The move is positioned as part of the agency’s focus on strengthening creative leadership as it scales its digital and platform-led offering. Bhattaccharya will continue to report to Paritosh Srivastava, CEO of Saatchi & Saatchi India, BBH India and Propagate India.

Based in Mumbai, Propagate India operates with a mandate centred on platform-first solutions and audience-first thinking. The agency integrates data, technology and creativity to deliver brand experiences designed for digital ecosystems. In his expanded role, Bhattaccharya will oversee the creative vision for Propagate India, with responsibility for refining digital craft, aligning creative output with platform behaviours and shaping an ideas-first culture across teams.

The remit also includes building structures and processes that support collaboration between strategy, data and creative functions. Propagate India has stated that this integrated approach is intended to increase the relevance and effectiveness of brand work across channels, while maintaining consistency in creative standards. Bhattaccharya’s role is expected to contribute to this objective by ensuring that creative thinking is closely aligned with audience insights and platform dynamics.

Bhattaccharya brings over two decades of experience across leading creative agencies. His work is recognised for combining strategic clarity with platform-native execution and attention to craft. Over the course of his career, he has led a range of digital utilities and experiences, including several described as world-first executions within their categories. His recent work for Garnier’s ‘Bassi vs Garnier Men Facewash’ received a Cannes Lions award earlier this year. He also received a commendation for ‘South Asia Creative Leader of the Year’ at the recent Campaign Agency of the Year awards.

In addition to this recognition, Bhattaccharya has secured Grand Prix awards across major international festivals, including Cannes Lions, Dubai Lynx and Spikes Asia. These accolades span multiple categories and formats, reflecting sustained involvement in digital, integrated and creative-led campaigns. At BBH India, he continues to oversee creative output alongside his expanded responsibilities at Propagate India.

Commenting on the appointment, Paritosh Srivastava said, “Propagate is entering an accelerated phase of growth, and Parikshit’s expanded role further fortifies our creative leadership at a time when the market demands transformative digital thinking. His strategic clarity, creative audacity and digital acumen will be instrumental as we scale our ambition and deliver business outcomes through digital experiences and narratives.”

Bhattaccharya said, “I am extremely grateful for the opportunity to craft the creative vision of Propagate in India. I look forward to collaborating with such a stellar team to help brands create serious cultural capital.”

The expanded mandate reflects Propagate India’s intent to deepen its focus on digital-led brand building while aligning creative leadership across agencies within the Publicis Groupe India network. By consolidating creative oversight under Bhattaccharya, the agency aims to ensure consistency in thinking, execution and output as it works with brands across platforms and audiences.