Mumbai : Mumbai based integrated agency Spicetree Design Agency (SDA) takes a conscious, considered stand in an era of rapidly transforming marketing and communications landscape by artificial intelligence: future of creative work is in ideas, emotion and human intellect. In line with this philosophy, SDA has appointed one of India’s most celebrated creative professionals, Sujit Das, as its Creative Consultant, effective June 2026.
The move follows an inflection point for the industry. As generative AI tools proliferate across design, copywriting and content production, agencies face a defining choice: automate their way to efficiency or invest in the kind of creative intelligence that no algorithm can manufacture. SDA is going with the former and backing that belief with a major strategic appointment.
Shiraz Khan founded SDA in 2004 and it is a 360-degree agency with 22 years of experience. It proudly serves a client base of over 1,200 clients across India, Africa and the Middle East. Over the years, it has deliberately evolved its model, blending data-driven analytics with creative thinking in what it calls ‘factual creativity.’ Sujit Das’s appointment as Creative Consultant is the next bold expression of that philosophy: bringing in an independent creative voice to challenge, inspire, and raise the agency’s output as it enters a new phase of growth.
Commenting on the strategic rationale behind this appointment, Shiraz Khan, Founder Director, Spicetree Design Agency said:
“We are in a time when any brand can generate a thousand pieces of content in one night. But they can’t produce a real idea, one that’s grounded in human truth, cultural context and emotional meaning. That is the only creative currency that will matter in the years ahead, and that is exactly what Sujit brings to SDA. No AI tool can replicate his decades of experience across categories and geographies, his instinct for design-led storytelling, and his ability to create work that moves people. “We’re not just welcoming Sujit, we’re making a statement about the kind of agency SDA wants to be,”
Sujit Das on joining SDA shared his perspective:
“The most exciting creative opportunities right now aren’t about choosing between technology and craft but knowing when to use each. AI can speed up production, find patterns and cut out friction. But what makes someone stop, feel something, and remember a brand? Still comes from somewhere human. I was attracted to SDA by Shiraz’s clarity of vision and the agency’s genuine desire to do work that’s more than functional. I’m looking forward to working with the team to build a creative culture that is ambitious and rigorous, and really human.”