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(L) Ajay Mehta and (R) Nikhil Mayne

Mindshare has announced the elevation of Ajay Mehta to the role of Senior Vice-President, Content+ and Nikhil Mayne as Vice-President, Content+.

In his new role, Mehta will take on national responsibilities for entertainment and sports, branded content, music and IP creation along with experiential marketing practice. His responsibilities also include South Asia Content+ mandate for Unilever.

Mayne’s responsibilities include developing social media practice and driving the creation of agile content that powers performance marketing. He will drive the entertainment and sports and branded content practice for m/Six India.

Harsh Deep Chhabra takes on the role of Senior Vice-President, Mindshare Fulcrum with immediate effect. In his last five years in the company, Harsh played an instrumental role in the growth of team Fulcrum at Mindshare and ensuring value creation for Hindustan Unilever. Harsh played a critical role in managing the strategic digital mandate.

Samraat Kakkar, who has driven the digital practice for Mindshare North and East, will take on the role of Vice-President, Neo India. Neo is a proven expert in performance marketing globally and partners with Mindshare in driving integrated solutions for clients across brand and demand.

Speaking on the development, Amin Lakhani, COO, Mindshare South Asia, said, “We at Mindshare strive to keep our clients ahead of the curve and our people agile and integrated. All these leaders have proven their abilities to deliver desired outcomes and beyond even in challenging situations. I am positive the new structure will help us achieve maximum impact for our clients and create more value for our teams.”

Commenting on the appointments, MA Parthasarathy, CEO, Mindshare South Asia, said, “As the industry is staring at unexpected times, it is imperative for us as an agency to be future-ready. We are delighted to have such experienced leaders within the agency, who are future-focused and skilled to deliver disruptive business thinking for our clients.”