A new media mandate led from Gurugram will focus on media strategy, planning, and buying, with an emphasis on data-led and adaptive media execution to strengthen consumer engagement and brand relevance at scale.
The strategy aims to combine audience insights, performance optimisation, and broader media reach to build deeper connections with consumers while improving campaign effectiveness across channels.
Led by Ajit Varghese and Mimi S Deb, the move reflects a broader shift from a traditionally strong B2B positioning toward scaling B2C visibility and market presence.
The mandate highlights how brands are increasingly investing in agile, insight-driven media strategies to stay competitive in a fragmented and fast-evolving digital ecosystem.Data-led media planning is becoming central to balancing consumer relevance, reach, and measurable business outcomes.
Bottom line: The new mandate signals a sharper focus on consumer-first media strategy, adaptive planning, and expanding brand visibility in competitive B2C markets.
