Meet the CEOs: Omnicom Media Group Indonesia's Rajat Basra

Having built his career across India and Indonesia, Rajat Basra (pictured) carries a perspective that blends strategic rigour with human intuition. His journey reflects an understanding that progress in advertising isn’t about chasing scale - it’s about leading with meaning, listening before acting, and building ideas that move markets and shape culture.

Inside Omnicom Media Group Indonesia, his influence is tangible. Teams describe a culture where ideas are challenged openly, humour sets the tone, and young talent is given space to lead. Basra believes in “leading from behind,” empowering teams to make decisions while he provides direction and clarity.

MARKETING-INTERACTIVE: What was your first job?

My journey began at Omnicom India, where I joined TBWA’s New Delhi office as a communication planner right after completing my master’s degree. It was there that I built a strong foundation in strategic communication, consumer insight, and brand storytelling.

Years later, I returned to the Omnicom network as CEO. Thereafter, I helped launch Omnicom Media Group (OMG) in Indonesia and was tasked with establishing a local presence.

Today, I’m proud to still lead the fastest-growing network in Indonesia, ranked No. 2 by RECMA, a position we achieved at an industry-record pace.

I owe my professional growth to Omnicom, a group that not only shaped my early career but continues to define my leadership path. My commitment is personally driven by a belief in ideas that move markets and shape culture. And the best part? It’s reciprocal. 

And every day, I’m excited to build what’s next.

MARKETING-INTERACTIVE: What was your first role in advertising?

As a communication planner at TBWA in New Delhi, I worked on two extremes: the bicycle, India’s everyday vehicle, and the front-loading washing machine, a symbol of rising aspiration. 

Those years were about immersion. I crisscrossed India by every mode of transportation, meeting people where they lived and where products lived alongside them. Strategies came from dust, sweat, and empathy. I built sign banks of cultural cues, hunted for insights that moved hearts, and paid attention to the quiet, intimate moments that revealed values.

If I had grown into anything, it’s because I began by listening to people. My first job wasn’t exactly about advertising but rather about learning how to see life itself.

MARKETING-INTERACTIVE: What was your first impression of advertising?

I was fortunate that my parents gave me a strong academic foundation and a belief that curiosity is the best teacher. Family shaped my values, and education shaped my worldview. Together, they taught me to see people not as consumers, but as layered individuals driven by beliefs, contradictions, and hope.

Advertising sharpened that lens. At TBWA, I immersed myself in real-life experiences, decoding the small details that turn emotions into action. It was fast, unpredictable, deeply human.

What struck me most was how the industry demanded both rigour and imagination. You went beyond solving problems to shaping culture by listening, decoding, and translating emotion into action.

That was when I knew that this industry was truly special and it still is.

MARKETING-INTERACTIVE: Who was the mentor who influenced you the most, and how?

Interestingly, the most significant mentor in my journey wasn’t a person but rather the experiences. You could also call him the “PhD of Life”.

Leaving India with a 35kg suitcase to take on regional roles across Asia Pacific exposed me to a broader world, showing me how technology and creativity collide, and how our industry evolves from a global perspective.

Stepping out of my comfort zone enabled me to see patterns, tensions, and possibilities that no textbook could offer. As the saying goes, “It takes a village to raise a child.” For me, that village was comprised of diverse cultures, vibrant markets, and unforgettable moments that challenged and expanded my thinking. 

MARKETING-INTERACTIVE: What’s the harshest criticism you’ve received, and how did you cope with it?

“One mouth, two ears - talk less, listen more.” It was blunt. Maybe even harsh. But it stuck. That line forced real introspection. 

Over the years, I’ve come to believe that listening comes naturally when the person across the table is prepared, thoughtful, and honest. That’s when I absorb, reflect, and grow. But I’ll admit that it is in my DNA to fight for what I believe, so I do speak up when I encounter arrogance or narratives that lack substance.

That said, if criticism taught me anything, it is that speaking isn’t about winning but about being heard. Listening isn’t about agreeing but about understanding.

MARKETING-INTERACTIVE: Describe your own management style now as a leader

True leadership, I’ve found, is knowing when to step forward and when to step back.

Leading from the front has always been my instinct, driven by energy, clarity, and a desire to set the pace. But over the years, I’ve learnt to take a step back as I believe that leadership isn’t just about being visible; it’s about being intentional.

I’ve come to appreciate the power of leading from behind, creating space, enabling others, and letting ideas rise without interference. It’s a style I’ve adopted consciously, shaped by experience, global exposure, and the understanding that leadership is a platform rather than a spotlight.

Also, I lead with joy because I am, unapologetically, a happy leader. My teams will tell you that my chats always begin with humour. In Indonesia, happiness serves as a natural entry point, opening doors, building trust, and creating space for genuine conversations. I practice that with clients, partners, teams, bosses, family, and myself.

MARKETING-INTERACTIVE: What’s one thing you wished employees understood about being a leader?

I wish more people understood that leadership isn’t just a title but a responsibility that often feels like being the first egg in the omelette. You’re the one who cracks first. You take the heat, absorb the pressure, and set the tone for everything that follows.

In today’s workplace, there’s a beautiful dichotomy: the new generation brings speed, spontaneity, and a hunger to disrupt. The mature layer brings depth, context, and the wisdom to know when not to react. Both are essential. But leadership sits at the intersection where urgency meets restraint.

As a leader, you’re expected to be decisive, composed, and inspiring even while navigating ambiguity, protecting your team, and absorbing pressure from all sides.

You don’t always feel confident. You don’t always feel ready. And yes, sometimes you feel like you look funny riding the horse. But you ride anyway.

In the early years of my career, I was impatient, eager, and convinced I had the answers. If I could go back, I’d focus less on proving and more on partnering.

MARKETING-INTERACTIVE: What do you do during your free time?

In my free time, I balance energy with reflection and connection. My screen time drifts between Instagram reels, TikTok, and the calm of my Kindle. My scream time is at the gym, where I let it all out.

I enjoy spending time with my family, engaging in long conversations with my wife, and quiet moments of solitude. I also devote space to meditation and spiritual connection. These rituals recharge me, align my spirit, and keep me whole.

MARKETING-INTERACTIVE: Where do you find your inspiration?

I find my inspiration in youth. At OMG Indonesia, our youngest team member is 21 years old. My son is 23. My daughter is 18. So yes, I see my own youth in my teams. Their spontaneity, their questions, and their refusal to settle remind me of who I was, and who I still am at heart. The energy of young talent not only drives the business but also excites and challenges me, keeping me sharp.

This extends to the business. Indonesia’s advertising landscape is leaning hard into youth. The clients we work with, the campaigns we build, and the platforms we activate all speak to a generation that’s digitally native, socially expressive, and culturally fluid. The fastest-growing consumer segments are under 30. The most disruptive ideas come from that bracket.

If you’re not tuned into that energy, you’re not building relevance but building nostalgia.

MARKETING-INTERACTIVE: If not in advertising, where would you be?

I’d have joined the Indian Army, which was my second option after a deep-seated desire to study management. I was raised in an army family, where discipline was ingrained in us, camaraderie was a way of being, and the motto “Service over self” was commonplace.

Camaraderie also runs deep in advertising, where it is crucial to build trust, share the load, and celebrate the wins together. My early years have shaped me into the leader I am today, and I carry these values everywhere I go.

MARKETING-INTERACTIVE: What advice do you have for someone looking to start a career in the industry?

Start with hunger, not just ambition. In Indonesia and across Asia, this industry rewards those who stay curious, humble, and relentless. It’s not about where you studied or who you know. It’s about how deeply you understand people, culture, and context.

Be obsessed with ideas, how they move communities, how they honour traditions, how they spark change. Listen not just to clients, but to the rhythm of the street, the pulse of pop culture, the wisdom of elders. 

Don’t chase titles, chase impact. Your first job might be behind the scenes, but every brief is a chance to build something that resonates. Respect the craft. Sweat the small stuff. The best creatives I know in Jakarta, Bangkok, Manila, and beyond are not just talented but are also disciplined, grounded, and generous with their process.

And most importantly, find your voice and don’t be afraid to evolve it. Advertising is more than just selling. It’s about storytelling that bridges generations, languages, and beliefs. Tell stories that reflect who you are and let the richness of this region shape who you’ll become.

Be curious. Or be forgotten.

MARKETING-INTERACTIVE: What issue would you like to see the industry change in 2025?

As leaders, we must be brave enough to lead with meaning. Stop chasing clicks, but instead, seek clarity. Build campaigns that both perform and transform. We’re living in a time of deep polarisation. 

Media, creativity, technology, and consumer behaviour are evolving rapidly, but not always in tandem. Algorithms divide, attention fragments, and truth competes with noise. In this climate, advertising can’t just be about selling but rather about serving.

Indonesia is uniquely positioned to lead this shift. We’re a nation rich in diversity, emotion, and storytelling. However, our industry often borrows global templates instead of trusting local truths. We need media that unites, creativity that heals, and technology that amplifies empathy, not just efficiency.

Consumers here are communities, and they expect brands to reflect their values, not just their desires. That’s the shift I hope to see in Indonesia in 2026. And that’s the kind of leadership I try to live every day.

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