Gurugram: Efficacy Worldwide, the full-service advertising and marketing agency founded in 2021, has added three heavyweights to its top deck as part of an aggressive expansion across India.
Somnath Sarkarr joins as national investment director, bringing two decades of media-buying expertise from Madison, Vivaki, Lodestar UM and Initiative, where he was most recently vice-president investment. He will oversee digital and traditional media portfolios, blending programmatic with scale, and drive partnerships to squeeze more value out of spends.
Prajesh Dutta, with over 20 years at Madison, Wavemaker, m/Six, Maxus and GroupM, has been named national director – strategy and innovation. He will spearhead P&L, sharpen strategy and strengthen teams.
Meanwhile, Raj Choudhary takes charge as business head for the south. He moves from History TV18, where he was regional head, and has stints at Zee Media, Indian Express, Warner Media, Network18, Sony Pictures and Network India.
“We are at a pivotal point in our journey and these three key senior appointments underscore our commitment to strengthening leadership and scaling operations across India,” said co-founder Sapna Sharma.
In three years, the agency has bagged mandates from Kohler, Omega, Rado, Hero Cycles, Suzlon Energy, Foundit, Clear Dekho, UP Tourism and more. Efficacy has built a reputation for marrying creativity with technology, wielding AI-led insights, influencer SaaS tools and funnel optimisation to deliver ROI at speed.
The trio’s combined half-century of experience marks the agency’s latest attempt to turn scale into clout.
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