Kalpesh Patankar’s “Ain’t No Rules” Philosophy

Kalpesh Patankar serves as the group chief creative officer of VML India, a role he approaches with a singular philosophy: the only rule in creativity is that there isn't one. His distinguished career stands as a testament to this belief, consistently breaking conventions and rewriting the playbook of advertising.

From the outset, Patankar defied expectations. He secured his first agency role not with a polished portfolio, but purely on the strength of a few sketches, challenging the notion that a traditional entry was necessary. Similarly, he proved that impact wasn't exclusive to large-scale film productions, making an outdoor billboard for Ariel the talk of the town in Indian advertising.

Rather than settling into a comfortable role once established, Kalpesh actively sought new challenges, starting afresh in Malaysia and Singapore to take his craft global. He then shattered the perception that world-class work originated solely from Europe or the U.S., by creating globally celebrated campaigns from the Middle East. His groundbreaking achievements culminated in his recognition among Adweek’s Top 10 Global Agency Leaders, dismantling the stereotype that creatives from Dubai couldn't reach the pinnacle of the world stage.

Kalpesh sat down with LBB to discuss the experiences that shaped his view on creativity, art beyond advertising, and chasing truths over trends.

Person

I don’t think I’ve ever really fit into a fixed definition of a ‘creative personality’. I don’t know what that is, if there is even such a thing. I think everyone has qualities that they can channel towards creativity. In my case, I am naturally observant, strongly instinct-led, and always more interested in the idea than the label it might allow me to wear.

The real world inspires me – full of contradictions, humour, emotion, and cultural nuance. That’s where the most powerful ideas will always come from – unrestricted by rules or formulas. I’ve always lived with an ‘Ain’t no rules’ philosophy because creativity can never follow rules.

Some people may be born with a certain knack for something – an eye for detail or an instinct for storytelling – but channelling that to creativity is a journey that happens over time, in your own unique way. All it needs is constant fuel – doing, failing, learning, staying curious, doing it all over again.

My own journey didn’t begin with a polished portfolio; it began with sketches and belief. That experience shaped how I view creativity – as something driven by intent and courage, not credentials. Personality also plays a huge role in the creative process.

I’m an introvert by nature, but not in the traditional sense. I don’t seek attention, yet I enjoy meaningful collaboration. I value quiet thinking as much as collective energy. Some of my strongest ideas have emerged from stillness rather than noise. The only thing that I don’t like is complacency. Routine is fine, structure helps give you foundation. But within that routine, if you’re not trying to constantly disrupt yourself, then you’re doing the exact opposite of creativity.

Beyond advertising, I’m drawn to creativity in its purest forms – art, design, culture, and everyday human behaviour – because that’s where real inspiration lives.

Product

I judge creativity by its ability to connect on a human level. A strong idea is rooted in truth, feels culturally relevant, and has a clear purpose. Craft is important, but it must serve the idea, not overshadow it.

If a piece of work feels forced or over-engineered, it usually misses the point. My criteria have evolved over time. Earlier in my career, visibility and scale felt important.

Today, I value clarity, simplicity, and meaning far more. The most powerful ideas are often the simplest ones – ideas that understand people deeply and speak to them honestly.

The work I’m proudest of is work that broke conventions while remaining human first. Whether it was a small execution or a global platform, the common thread was always empathy – understanding how people think, feel, and behave, and building ideas around that understanding.

The industry today is full of energy and talent. What excites me is the growing focus on human-first creativity and culturally fluent thinking. What frustrates me is when work chases trends instead of truths. Creativity should create value for people and for businesses – not just attention.

Process

Every project starts with people. Before thinking about channels or executions, I focus on understanding behaviour, motivation, and emotion. When the human insight is clear, the creative direction tends to fall into place naturally.

I’m never attached to any one tool. Sketching, writing, conversations – they all help shape ideas. I still like putting pen to paper because it keeps the thinking instinctive and honest. However, I almost never start with a blank slate. I’m constantly collecting observations from culture, travel, and everyday life that eventually find their way into my ideas. Creativity is cumulative – everything you see, and experience eventually feeds into the work you do.

Collaboration plays a big role, especially when teams are aligned around a shared belief, but when I’m stuck, I step away. Distance often brings clarity. The best ideas usually surface when you stop forcing them. In the end, you know a piece of work is done when the idea, the craft, and the human truth behind it feel completely aligned.

Press

Growing up, I was influenced by everyday life – people, streets, conversations, and popular culture. Those early experiences taught me that creativity doesn’t need to be complicated to be powerful. It just needs to be human-first.

Working across different markets shaped how I think about creativity. Each culture teaches you to listen more carefully and assume less. While execution may vary, human truths remain universal. I thrive in environments built on trust, openness, and belief. Pressure can be productive when there’s clarity and intent. What frustrates creativity is fear – fear of failure, fear of letting go, fear of trusting people and ideas.

My advice to clients today would be to stay close to people, not just data. When you put humans at the centre and allow creative teams the freedom to respond, the work naturally becomes more meaningful. Agencies can facilitate creativity by fostering cultures that prioritise empathy, diversity of thought, and psychological safety – where ideas are challenged constructively and creativity is seen as a force that can transform businesses.