Ideas Over Awards: Ashish Khazanchi on Why the Process Is the Real Prize

An honest creative conversation with Ashish Khazanchi  at Goafest 2025

Ashish Khazanchi  isn’t just a seasoned adman he’s one of the sharpest minds in Indian advertising today. As the Managing Partner at Enormous, he’s built a reputation for telling stories that don’t just win awards but actually move people. His work is as bold as it is rooted in insight, and his perspective? Refreshingly real.

We caught up with Ashish at Goafest 2025, where the sun, sea, and creative energy served as the perfect backdrop for a free-flowing conversation on storytelling, awards, self-expression, and what truly keeps a creative going beyond the trophies.

Here’s Ashish — unfiltered, thoughtful, and very much in his element.

How did storytelling lead me to advertising?

I’ve always believed I was a storyteller before anything else. I write well, I think clearly and I realized early on that advertising was the perfect space to put that to use. It’s not just about selling stuff; it’s about solving problems creatively. That’s what pulled me in. It gave me a platform to express myself through brands. And when you do it right, you’re not just building ads you’re building narratives that connect.

Are awards important—or just shiny distractions?

Let’s be honest awards feel good. But for me, they’re not the goal. I’ve always seen them as a bonus, a byproduct of doing great work. You win an award, and sure, you’re excited for a couple of days say, the 22nd and 23rd of a year. But what about the other 363 days? That’s where the real fulfillment has to come from. You have to love the process: figuring out the brief, understanding the brand, cracking the insight, and crafting a solution that feels fresh and exciting. That’s the real high.

What’s the fun part of this business for me?

The fun is in the chase. Solving problems that don’t have obvious answers. Trying to understand why people think a certain way about a brand, and then shifting that perspective through something unexpected. That’s where my voice comes in—my selectivity, my worldview. If I’m not bringing that into the room, what am I even doing here? When the solution feels smart, surprising, and well-crafted that’s when I know I’ve done something worthwhile.

So why do I still end up judging so many awards?

I keep saying “no” to judging panels and yet somehow, I still end up doing them. I’ve judged at Goafest, at Spikes, and quite a few others. The thing is, it’s fascinating to see what the industry is putting out. You get a ringside view of how ideas are evolving, how creativity is being pushed, and how brands are willing to take more risks. It’s a learning experience every single time.

What makes advertising meaningful for me?

Advertising is not just about launching campaigns. It’s about perspective. It’s about asking the right questions: Why is this product misunderstood? What’s keeping people from choosing this brand? The moment you find that crack in the wall the insight you’ve got a shot at creating something powerful. That’s the kind of work I live for.

What really keeps me going?

It’s the process. Always has been. Sure, the promotions come, the titles change, the awards roll in. But the thing that keeps me excited is solving the puzzle. That thrill when you crack a brief and go, “Yes, this is it.” That’s the moment I chase. Because when you love that, everything else awards, recognition, applause they follow.

What about you?
Do you chase the prize—or the moment when your idea finally clicks?