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Smriti Shadra

Rainmaker Ventures-backed YAAP has appointed Smriti Shadra as Director, Content. Shadra will be based in the Mumbai office and will report directly to Deepak Singh, Chief Creative Officer, YAAP.

YAAP is multi-specialised digital content marketing and design company that covers the life cycle of content, from creation to amplification.

Shadra has worked with agencies such as Grey Worldwide, JWT, Leo Burnett, Dentsu India Group and The Social Street. During her previous tenures, she has worked on brands like DHL, Star, MRF, Britannia, Maruti Suzuki, Max Healthcare, Airtel, The Indian Express, Fortis Healthcare, Madhya Pradesh Police, SBI Cards, Twinings, Mohan Foundation and Alzheimer’s and Related Disorders Society of India.

Deepak Singh

On Shadra’s appointment, Singh said, "Smriti is one of the young and upcoming talents in the industry; with a rare body of work spanning across multiple mediums. We are happy to have her on board; as she is a perfect fit for an offbeat culture that we are looking to create with a team of people having diversified skill sets. I am confident that she will play an integral role in raising the bar of our creative output, while leading a team of people from varied backgrounds.”

Commenting on her new role, Shadra added, “Deepak is very clear about the vision that he has for YAAP, and I am more than happy to be a part of it. Advertising today is continuously changing, so the need of the hour is to evolve with the times. This will surely be an interesting move, as it’ll help me explore a dynamic medium like digital in combination with design. I'm certainly looking forward to pushing the boundaries and creating some path-breaking work with Deepak.”

The YAAP Group works with brands like Dubai Tourism, ITC Hotels, Lufthansa, Coca Cola, American Express, SBI Cards, SHRM, NPCI, Assam Tourism along with over 50 others.