An exclusive GoaFest conversation on advertising, AI, and ambition
It was a balmy day at GoaFest, but inside the buzzing media lounge, the conversation was anything but breezy. Creative legend Sonal Dabral, who’s practically a synonym for storytelling in Indian advertising, sat down for an exclusive chat, diving into everything from tier-two aspirations to how blackjack and whisky tie into the art of the creative process.
This wasn’t just another session. This was a masterclass with a mentor.
How does your journey from a small-town boy to global creative leader connect with diverse audiences?
Sonal believes it’s the rootedness of his story that makes it universally inspiring. “I’ve grown up in a small town in U.K., studied at NID, and then worked across three markets. From there to becoming a jury member at the biggest advertising awards, and eventually Chief Creative Officer of one of the largest agencies in Southeast Asia it’s that arc, from humble beginnings to the world stage, that resonates with people.”
Why does storytelling still matter even in the age of AI?
“For centuries, the structure of a good story hasn’t changed,” Sonal says. “There’s always a protagonist, a goal, a villain, and obstacles. Whether it’s a bedtime tale or a TikTok video, that narrative DNA remains the same. Traditional storytelling is simply adapting to new platforms.”
He chuckles and adds, “Even 100 years from now, someone will be saying: ‘Ek tha raja, ek thi rani…’ and people will still listen.”
What’s your take on tier-2 markets as a luxury lifestyle opportunity?
“Any market tier 1 or 2 can be luxury if you know the audience,” Sonal insists. “It’s not just about throwing ads at people, it’s about understanding their dreams, habits, struggles. That’s how you craft communication that doesn’t just sell it connects.”
When told about a luxury magazine reaching tier-2 audiences, Sonal smiled and nodded: “That’s where brands are headed. The insights are there. You just have to listen.”
How do you view AI as part of the creative process?
“I treat AI like a teammate. A fast, idea-generating teammate,” Sonal said. “But at the end of the day, I’m the boss. It can boost creativity, not replace it. If I prompt well, I get great results. That’s what I shared in my session at GoaFest prompt like a creative curator.”
He added thoughtfully, “AI can be your ally. But only if you lead it with your own intuition.”
Does your love for blackjack and single malts influence your creativity?
Sonal’s eyes lit up at this. “Maybe not directly,” he laughed, “but single malts have taught me patience and respect for craft. Just like a whisky ages in a cask, ideas also need time and care. There’s a master blender who decides the perfect moment to bottle the blend that’s what I aspire to be in my work.”
And blackjack? “It teaches decision-making and timing. Sometimes, you’re just one card away from brilliance. You’ve got to play your hand smart and wait for your blackjack moment.”
And finally, what’s your biggest creative takeaway from this stage of your journey?
“I think I’ve learned that staying curious is everything,” Sonal concluded. “Whether you’re in a small town or a glass building in Singapore, your hunger to tell better stories is what defines you. Creativity doesn’t live in a zip code, it lives in your lens.”
GoaFest brought together legends and learners, but few bridged both worlds like Sonal Dabral. His story is proof that the journey from ‘once upon a time’ to ‘now showing’ is powered by curiosity, courage, and craft.
Mokshita says: 
