Boutique content studio Fickle Formula appoints Reedisha Rathi as Business Head

Fickle Formula, the boutique content studio, announced the joining of Reedisha Rathi to the team as Business Head. Rathi has over 12+ years of experience across media companies. In her most recent stint, she was West Head - IPR Sales in Optimal Media Solutions, a Times Group company.

In earlier roles spearheading business development and sales, Rathi has worked with Dainik Bhaskar, Times News Network, the Zee Group and NDTV. She has experience across the digital realm, on branded content, intellectual properties, television, print and exhibitions.  

After finishing her Bachelors in Economics and Masters in Marketing, she started off working at Universal Media Group in the brand promotions team. She then moved to ATL media sales at Dainik Bhaskar and NDTV Good Times. Later on, Rathi worked with the branded content team at Zoom Times News Network and then Zee TV. 

Suman Sen, Co-Founder, said, “We are really excited to have Reedisha on board. She brings a lot of relevant expertise to the table; she has the right understanding of the evolving and dynamic market, behaviours, and content formats. Her vision and ambition match ours, making her the perfect fit for the role.”

Talking about Rathi’s role at Fickle Formula, Vivek Modi, Co-Founder, said, “We look forward to leveraging Reedisha’s strengths of building dependable revenue streams alongside working closely with partner brands to create content for today’s discerning consumers. This is our year of exponential growth and extreme clarity. She will lead from the front.”

Rathi said, "I am thrilled to begin a new journey at Fickle Formula - the new-age content studio. I am excited to build a steady revenue stream for Team Fickle while helping partner brands create meaningful content for a 'fickle' audience whose attention span lasts a scroll! With the variety on offer, from branded content to live-action original content and full-stack animated content, brands are bound to see great value in working with us and I am geared to drive us forward.”