Vanita Keswani steps away from Madison after 30 years

MUMBAI: After nearly three decades of shaping Indian media buying and strategy, Vanita Keswani has called time on her long and influential innings at Madison World.

Keswani, who has been CEO of Madison Media Sigma since 2015, exits the group after a career that mirrors the modern evolution of India’s media industry itself. Calm, commercial and quietly formidable, she has been one of the most recognisable leadership faces within the Madison network.

Her Madison story began in 1995, when she joined as an account manager on the Coca-Cola business. Over the next twenty years, she rose steadily through the ranks, handling marquee accounts such as Godrej Consumer, leading large client portfolios as business director and general manager, and eventually being named COO in 2012. Three years later, she was elevated to CEO, taking full charge of Madison Media Sigma’s growth agenda.

As CEO, Keswani steered the agency through a period of rapid change, balancing traditional media strengths with an increasing focus on digital growth and innovation. She managed the company’s P&L, led the core business development and training teams, and played a central role in driving media solutions that delivered tangible business results for clients.

Her tenure was marked by consistent new business wins, strong organic growth from existing clients and a steady stream of industry accolades. Under her leadership, Madison Media Sigma teams picked up awards across platforms such as the Emvies, Abbys, Prime Time Awards, OACs and Golden Mikes. Keswani herself was recognised among Impact magazine’s Top 50 Most Influential Women in Media.

Beyond the boardroom, she has been a visible industry voice, regularly serving as a panelist and moderator at advertising and marketing forums. She is also a visiting faculty member at postgraduate institutes, sharing practical leadership lessons shaped by decades on the frontlines of media.

Her professional grounding was built early, with stints at Bennett Coleman and Co, where she worked in sales and marketing for Times FM, and earlier as product manager for flagship magazines such as Femina and Filmfare. Along the way, she invested in leadership development through programmes at ISB and with global leadership thinkers.

With her departure, Madison closes a significant chapter in its history. Keswani leaves behind a legacy defined not by noise, but by consistency, clarity and results. In an industry that thrives on constant change, her career stands as proof that steady leadership can still make the loudest impact.