Amitesh Rao Charts Leo’s Growth, AI Integration, And Future Vision

As Leo approaches its first anniversary, CEO Amitesh Rao is reflecting on a year of meaningful growth, technological integration and a clarifying sense of purpose. In a candid conversation, Rao explains that the agency’s success cannot be measured in numbers alone. Rather, it lies in how Leo has translated its founding philosophy — blending human intelligence with artificial intelligence — into everyday practice.

Rao insists that Leo’s performance this past year has been strong on both business and cultural fronts. While growth figures impress, he places greater importance on how the agency’s core vision has taken shape through its work, market approach and internal workflow. This vision, encapsulated in the idea of “HI into AI,” goes beyond a catchy slogan. It now informs how the agency thinks, creates and pitches to clients.

For Rao, the most valuable validation comes not from industry trophies but from real human reactions. “The biggest high is when someone’s mother calls and says, ‘I saw this work,’” he says with a smile, emphasising that genuine audience connection matters more than awards. This grounding in human insight underscores Leo’s wider strategy — creativity that resonates with real people.

A key marker of Leo’s health lies in client relationships. A significant share of growth has come from existing clients expanding their work with the agency — a sign that Leo is not merely acquiring new business, but deepening ongoing partnerships. The roster spans diverse sectors, with brands such as PepsiCo, Birla Opus, ACKO, Flipkart, Spotify and Sebamed all part of the portfolio.

This varied client base — from legacy FMCG names to digital economy challengers — has helped Leo grow not just in breadth but in geographic reach. Rao notes traction across north, south and west India, with fresh demand emerging from the east. Despite broader industry consolidation and changes at the holding company level, Rao stresses that Leo’s core approach to clients remains steady. “Our story is our story. Our strengths are our strengths,” he says, dismissing the idea that marketplace shifts have diluted Leo’s identity.

Sports, Rao believes, continues to be a powerful platform for brand storytelling. With a full calendar that includes the Women’s Premier League, the Indian Premier League, India’s tour of New Zealand and the Men’s T20 World Cup, he predicts no dip in cricket’s appeal. He also notes rising interest in niche sports properties such as esports and pickleball, with brands increasingly associating themselves with athletic identities beyond traditional boundaries.

Artificial intelligence, meanwhile, has become inseparable from Leo’s creative ecosystem. Rao is careful to avoid characterising AI as a replacement for human creativity. Instead, he describes it as a force that enhances insight, strategy and efficiency. What once delivered gains in speed and workflow now plays a role in shaping insight, testing ideas and refining thinking. “It’s entering our workflow whether clients ask for it or not,” he says, hinting at AI’s ubiquitous role in modern agencies.

Looking ahead, Rao is realistic yet optimistic. He acknowledges macroeconomic uncertainties — from supply chain disruptions to cautious corporate decision-making — but remains bullish about India’s fundamentals. “I don’t see the forward movement of brands and businesses in India being interrupted,” he asserts. For him, internal morale and daily intent are just as crucial as external conditions. A team with curiosity, purpose and ambition, he believes, can navigate uncertainty more effectively than one driven solely by short-term metrics.

Rao’s reflections on leadership reveal a grounded mindset. When asked what he would do differently this year, he resists the notion of coming armed with answers. Instead, he plans to approach the year with humility and curiosity. “I’m going to treat this year like I don’t know anything,” he says. In Rao’s view, experience should inform quietly, allowing curiosity and adaptability to take the lead.

This blend of humility and ambition signifies Leo’s wider outlook as it moves into its second year. It’s an agency that believes in the power of ideas — not merely for their creative shine, but for their capacity to connect, influence and endure. And as Rao points out, that kind of work tends to make its mark not just in boardrooms or award halls but in everyday conversations.