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  • Purplle appoints Essence as its media agency in India

    Purplle appoints Essence as its media agency in India

    Mumbai: Essence, a global data and measurement-driven media agency that is part of GroupM, today announced that it has been awarded integrated media agency of record duties for beauty and personal care e-commerce platform Purplle in India. Led out of Mumbai, Essence’s mandate will include strategy, analytics, media planning, media activation and content innovation for Purplle’s brand marketing campaigns offline and online.

    Launched in 2012, Purplle is an early mover in the online beauty and personal care marketplace. The platform showcases cosmetic, skincare, haircare and wellness products, as well as fragrances and accessories from over 800 leading brands around the world. In addition, it offers digitally-native private label beauty brands including Purplle and Good Vibes.

    “As a key player in the online beauty and wellness segment, it is essential to connect effectively with the burgeoning consumer base in the ever-evolving beauty landscape. Essence’s expertise in the media ecosystem will help us reach the right set of audiences, and engage with them through both new age and traditional mediums. This strategic partnership will help drive the next phase of transformation and growth for Purplle,” said Manish Taneja, Co-Founder and CEO, Purplle.

    “The team at Purplle has been building an impressive online space and shopping destination for beauty and wellness needs. With our new partnership, we are looking forward to helping Purplle further scale its efforts and accelerate its business growth. Leveraging Essence’s expertise in data, analytics and measurement, as well as experience with fast-growing, technology-driven direct-to-consumer brands, we are excited to create even more valuable experiences for Purplle’s existing and future customers,” said 

    Essence VP, media planning, India Atrayee Chakraborty

    Purplle joins Essence’s rapidly expanding portfolio of clients in India, which includes Airtel, Britannia, Faces Canada, Flipkart, Games24x7, Google, Honda motorcycles and scooters, Livspace, Mamaearth, Melorra, Vedantu, Wakefit and Zee5.

  • Digital media budgets, e-commerce selling surge in 2020: MMA report

    Digital media budgets, e-commerce selling surge in 2020: MMA report

    MUMBAI: The Covid2019 pandemic has triggered a definite shift in the consumer and business landscape. The advertising and marketing industry has had to quickly adapt to the new normal, realigning monies and deploying new tools and tactics to connect with audiences; in this regard, digital ecosystem has been the biggest gainer. In fact, digital media budgets have registered a 34 per cent increase over the past several months, states the Modern Marketer Reckoner report released by GroupM and MMA India.

    The report, which takes a deep dive into the business and media ecosystem of the country, underlines that 23 per cent of business respondents have focused on ecommerce selling this year.

    It further states that 54 percent of businesses in India have been impacted by the pandemic, of which retail, travel and tourism have been hit the hardest. It highlights that almost 90 per cent of people are more careful about how they spend their money in the new normal. 50 per cent of people have delayed big purchases and almost 38 per cent have cut down on day-to-day expenses.

    Most affected by consumers' tightened purse-strings are the discretionary categories – 77 per cent have reduced eating at restaurants, while 55 per cent have cut down on purchasing clothes and fashion accessories. Further, 48 per cent respondents have reduced spending on consumer electronics.

    What has seen a positive impact are the areas related to health and hygiene – 29 per cent are exercising more at home, 24 per cent are consuming more vitamins and supplements, and 23 per cent are spending more on groceries.

    With the onset of the pandemic, people stepped out of their comfort zones, tried something new, picked up diverse skillsets. Among the digital-first timers – 45 per cent streamed movies, 33 per cent used an e-learning app, 28 per cent purchased grocery online, and 22 per cent consulted a doctor online. As work from home became the norm, 43 per cent respondents utilised software to smoothen the workflow.

    This year’s Modern Marketer Reckoner report focuses on two major perspectives – the consumer lens and the marketer lens. The consumer lens focuses on the theme “Nothing Is Certain” and it captures the uncertainty and the changes which happened in 2020 at various levels from a consumer’s point of view. The first half of the report talks from a consumer sentiment perspective and the impact it has had at a socio-cultural level. It also highlights the media consumption perspective, with a special focus on digital and mobile app ecosystem. This looks at the growth in the mobile and digital ecosystem in the last few months and how it has leapfrogged. And lastly, it highlights the shopping perspective, focusing on how the shopping basket has changed for consumers, the shift towards essentials and the huge increase in ecommerce as a mode of shopping.

    The second half of the report – ‘Everything is Possible’ – focuses on providing a modern marketing reckoner to marketers on the key strategic tentpoles they should look at, so as to navigate the ambiguity and the uncertain business and economic landscape. It highlights the strategic pillars of modern marketing which marketers should deploy to not only deal with the current uncertainty but is a reckoner, even beyond. This part focuses on how the way consumer content has been changing and therefore how the content ecosystem is seeing the emergence of new formats and trends. Thus, it showcases and discusses how brand communication has moved from creativity to proliferation and thereby what should brands do to retool their strategies. It also highlights the growing importance of accountability in marketing and why it is more critical at times like this.

    GroupM south Asia CEO Prasanth Kumar said, “The advertising and marketing industry has been encountering some fast changes in the past few years with the advancement in innovation and technology. In this current wave of uncertainty and ambiguity, it becomes even more critical for marketers to measure ROI and therefore, invest in data and technology to do the same. This year with the report we wanted to decipher the changing face of content and influencers, new communication formats and channels, and the ways to build powerful brands.”

    “The reckoner underlines the marketing industry’s certainty when it comes to the rapidly expanding mobile channel,” said MMA MD APAC Rohit Dadwal. “The industry, on the whole, recognises that the modern era of the market is upon us and we need to embrace it. This new age of marketing is going to be built on tools and technology that this report helps to outline along with great examples through the lens of various industry leaders who are the torch bears of this change… helping shape the future for marketers and agencies in India and abroad.”

    GroupM south Asia president Tushar Vyas said, “One of the biggest areas of impact that has emerged is the digital ecosystem. It plays a huge part in the way the business landscape of today has unfolded. We believe that modern marketers will have an advantage if they can apply deep insights to understand the changing landscape. In this period of uncertainty, we need to be more outcome-driven and mobile aligned to usher hope and dynamism into the life of the consumer again. With this report, we wanted to address the huge changes in the industry and talk about the new ways to embed data into every part of the business and decode them to get powerful insights which in turn can help brands communicate better.” 

  • Mamaearth assigns media mandate to Essence

    Mamaearth assigns media mandate to Essence

    NEW DELHI: Personal care brand Mamaearth has appointed Essence, part of GroupM, as its integrated media agency. The account will be managed out of Essence’s Delhi office.

    The agency will be responsible for media planning and activation for Mamaearth’s brand building and awareness campaigns.

    Mamaearth co-founder and chief executive officer Varun Alagh said, “As a digital-first brand, we are constantly connecting with millennials on a product and brand philosophy level. With ever-evolving consumers and the way they consume content, it is important to be present across new age media platforms to be able to speak to them. Our partnership with Essence will help us achieve this goal by identifying the right media mix and expedite the next phase of our growth journey.”

    Essence VP client services India Yoginder Jain said, “In a market where there is increasing consumer consciousness towards personal health, the environment and cleaner living, brands with the right purpose are set to win. Mamaearth has created a distinct space for itself and is perfectly placed to ride this growing opportunity. Our team at Essence is delighted to help scale Mamaearth’s business with our approach to data and analytics.”

    The brand recently launched its first national campaign and is aiming to clock Rs 1,000 crore revenue in the next three years. It partnered with Bigg Boss season 14 and is working towards scaling its operations and creating a wider brand presence. 

  • Mindshare names Adam Gerhart as global CEO

    Mindshare names Adam Gerhart as global CEO

    NEW DELHI: GroupM has elevated Adam Gerhart as Mindshare global CEO, effective January 2021. He brings to the role global experience with multinational brands, including a deep expertise in building innovative partnership models and new ways of leveraging media to solve business challenges. Gerhart , who will serve on GroupM’s global leadership team (GLT), also maintains his Mindshare US CEO role until a successor is named.

    As global CEO, Gerhart’s remit includes the strategy and operations of the award-winning global agency network that spans across 86 countries, and the professional development of the agency’s nearly 10,000 colleagues. With a strong belief in media as a business driver for brands, Gerhart’s vision elevates the strategic role media can play in creating purpose and growth. That vision also encompasses data and insights that influence broader brand opportunities like product development, sales and marketing, among others.

    “Adam has an unrelenting commitment to clients and to team Mindshare,” GroupM global CEO Christian Juhl said. “He brings a strategic business sense combined with a commitment to clients and culture. Adam has always played a pivotal role in Mindshare and our clients' success around the world, which makes him the perfect fit to now lead the agency into a new era globally.”

    Mindshare manages $24 billion in media investment billings globally (COMvergence, 2019). This year, Mindshare topped COMvergence’s global new business barometer for the first half of 2020, with GroupM also taking the number one spot for global media agency group.

    “One of this agency's greatest strengths has long been its connected global network. The opportunity to lead this incredible group of people leaves me without words to describe my pride and excitement," said Gerhart. "Media strategy is often defined narrowly yet its dynamism and creativity can impact the trajectory of a company's business success. As we work to bring ‘Provocation with Purpose’ to life, we'll demonstrate how media can solve brand challenges, as well as have a positive impact on the world."

    Previously, Gerhart served as CEO of Mindshare US, where he led media innovations in areas such as neuroscience (the first in-house NeuroLab of its kind for a media agency), investment (the first Inclusion private marketplace series for a US media agency, including LGBTQ and Black voices and publishers), voice commerce, audio strategies, and more. 

    In the last 18 months, Mindshare has been honoured with Ad Age’s Agency A-List, MediaPost’s Media Agency of the Year, WARC 100’s Top Agency Network, Cannes Lions’ Media Network of the Year and the leading winner in the MMA’s SMARTIES X Awards.

    Gerhart joined Mindshare in 2003 and quickly rose through its ranks, becoming US CEO in 2016. Over the years, he’s helped build and grow the agency’s client portfolio across a range of global brands. Early in his Mindshare tenure, he was a founding member of Mindshare’s US communications planning group, a specialist team dedicated to bringing multi-disciplinary thinking to clients’ communications needs.

    He’s been an active member of The International Advertising Association and previously on the boards of the Mobile Marketing Association (MMA) in Europe and think in the US. Gerhart was also honoured as one of The Internationalist’s 2016 Agency Innovators for his forward-thinking global achievements.

  • Pure-play digital media owners to enjoy 61% of overall ad revenues in 2021: GroupM

    Pure-play digital media owners to enjoy 61% of overall ad revenues in 2021: GroupM

    NEW DELHI: Digital advertising will have a 66 per cent share globally by 2024, indicated the recently released global end-of-year forecast by Group M in the report – This Year Next Year. According to the report, digital advertising is expected to grow by 8.2 per cent during 2020, excluding US political activity. This follows nearly a decade of double-digit growth, including the last six years, when it was better than 20 per cent globally.

    “Digital advertising for pure-play media owners like Amazon, Facebook, Google, etc, should be 61 per cent of advertising in 2021. This share has doubled since 2015 when it was only 30.6 per cent,” the report read. 

    Digital extensions and related media, including advertising associated with traditional media owners’ streaming activities (primarily on connected environments), will grow 7.8 per cent this year and 23.2 per cent in 2021.

    Revising its June predictions for the global advertising industry, the GroupM report has also highlighted that the industry will end up declining by “only” 5.8 per cent on an underlying basis (excluding US political advertising), in 2020. The earlier predictions had marked the decline at 11.9 per cent. However, the overall outcome still remains grim as compared to 8.7 per cent growth it had witnessed in 2019. 

    Television advertising will decline by 15.1 per cent, before rebounding to grow 7.8 per cent in 2021. Outdoor advertising is estimated to decline by 31 per cent during 2020, including digital out-of-home media. Next year should see a partial rebound, with 18 per cent growth.

    “Beyond 2021, we expect outdoor advertising to grow by low- or mid-single digits and generally lose share of total advertising; however, we do expect larger brands generally to allocate more of their budgets to the medium,” it stated. 

    Cinema generated less than $3 billion during 2019 and likely fell more than 75 per cent during 2020 given the absence of major studio releases in most markets around the world.

    Print advertising, including newspapers and magazines, is expected to decline 5 per cent for the year, a significant acceleration over the high-single-digit declines of recent years. However, those single-digital declines should resume following an economic recovery.

    Audio advertising is likely to decline by 24 per cent during 2020 as advertisers disinvest, in part, because of the medium’s dependence on away-from-home activities, such as driving. Digital extensions, including streaming services from terrestrial stations and their digitally-oriented competitors and podcasts, still attract relatively small audiences of a few billion, but help make the broader medium more appealing to marketers.

  • Great opportunities for BFSI, hygiene brands in rural India: Report

    Great opportunities for BFSI, hygiene brands in rural India: Report

    NEW DELHI: Consumers in rural India are increasingly concerned about health, safety, and future well-being, especially of the chief earners in their families, shifting their focus to better financial planning, revealed the recent Rural Covid Barometer Report, released by Kantar in partnership with GroupM’s experiential marketing unit- Dialogue Factory. The report stated that the rural Indian is balancing the budget by cutting on “indulgence” categories like cold drinks, ready to eat snacks like chips etc and diverting the savings towards hygiene products. They are also looking to buy health and insurance products, opening up a large market for the BFSI segment.

    The report aims to provide a unique, fact-based perspective on consumer sentiments, their consumption choices and the behavioural changes brought about by the pandemic. This survey was conducted in 17 Indian states and deep dives into the lives of rural consumers and their adaptations post-Covid2019, providing valuable inputs for any brand’s rural strategy.

    With one in three rural adults being impacted by Covid2019, the rural economy is likely to take a hit, stated the report. However, with fewer job losses and consequent reduction in the incomes of the affluent households, the overall impact on rural consumption pattern is likely to be muted in the future. This presents an opportunity for businesses to sharply target their products towards the upper end of the rural consumer spectrum.

    However, brands will have to focus on their distribution and last-mile connectivity, since product availability in the local village stores will significantly impact brand choices of the rural shopper.

    It also highlighted that like their urban counterparts, rural Indians are increasingly relying on digital services for their day to day activities. With the pandemic accelerating digital adoption, there is a huge potential for businesses and brands to leverage mobile as a medium to reach rural consumers.

    Dialogue Factory head of experiential marketing – APAC Dalveer Singh said, “Rural India has always had a higher degree of resilience which makes it more confident for a rapid recovery than the urban areas during these unprecedented times. This report, which is one of the biggest assessment of the impact of the pandemic on rural areas, speaks volumes on the new, defining values that are shaping rural India – resilience, planning for future, protection from falling sick and growing reliance on digital.”

    Kantar senior executive director – insights division – Puneet Avasthi added, “For businesses, we would recommend a regional prioritisation. We believe that western India is likely to bounce back earliest. On the other hand, indications seem to suggest that rural South might take longer to recover as the impact of Covid2019 on employment has been more severe, which in turn has depressed the economic outlook of consumers there. We see this as an opportunity for brands to deploy their resources across zones in a graded and phased manner.”

    The report also assessed the impact of reverse migration. The study suggests that nearly 53 million migrant workers in India have returned to their villages. 80 per cent of migrants who have returned due to Covid2019 come from five states.

    Avasthi noted, “With one out of three rural migrants not planning to go back to urban India, we are likely to see a huge shift in rural consumption choices. This will also affect the availability of labour in urban India”

    The report also highlights a deep sense of optimism regarding India’s economic future; stemming from healthy growth in the agricultural sector and near-universal reach of targeted government programs (75 per cent of all consumers claimed to have received at least one of the major government schemes for rural India; 66 per cent claimed to have received free rations under PM Garib Kalyan Yojana).

  • IPL team sponsorship crosses ₹ 500 cr mark this year, GroupM’s ESP Properties

    IPL team sponsorship crosses ₹ 500 cr mark this year, GroupM’s ESP Properties

    NEW DELHI: ESP Properties, the entertainment, and sports division of GroupM  cited that the IPL 2020 sponsorship crossed the ₹ 500 cr mark this season. IPL finally made its comeback a little later than the usual schedule, causing a storm within the sponsors, fans, and players. Even though the pandemic has seen a direct impact on the sports sponsorship market, IPL continues to carve a niche for itself in India while also keeping its fans engaged.    

    The current position at which IPL stands is quite strong considering how the pandemic has taken a toll in India. This year ESP properties, being at the forefront, helped multiple brands in different categories close deals for IPL, some of them include; Paytm, Colgate, Myntra, Lifebuoy, Cadbury Dairy Milk, Clear Shampoo, Acko Insurance, MPL, Center Fruit and Tata Tea – Chakra Gold amongst others. IPL 2020 has showcased that it is pandemic-proof with the number of brands coming on board for sponsorship.    

    Read more news on Vinit Karnik

    GroupM ESP Properties business head  Vinit Karnik said, “Sport is a universal language that connects everyone. While Cricket in the country returned with IPL – India welcomed it with a tremendous fervour despite the games being delayed and in a ‘no-live audience’ scenario. GroupM played a pivotal role in closing central and team sponsorships deals this year which goes to show that in a pandemic like this, brands have leveraged IPL to communicate their brand stories in the best way possible. With the heartfelt connection that our country has with the IPL phenomena, the fans made sure that they loyally and virtually welcome the games making sure that COVID-19 does not impact their vibe.”    

    Despite the slowdown, backed by its growing presence IPL continues to attract strong consideration from advertisers and adds to the year-on-year growth of the sports business industry. 

  • Essence appoints Monica Bhatia as MD for Singapore

    Essence appoints Monica Bhatia as MD for Singapore

    NEW DELHI- Essence, a global data and measurement-driven media agency that is part of GroupM, has appointed Monica Bhatia as the company’s managing director for Singapore. Bhatia will be responsible for driving continued client-centric innovation in data, analytics, and technology, as well as business growth and company culture for Essence in Singapore. As part of Essence’s APAC leadership team, Bhatia will report to APAC CEO T. Gangadhar (Gangs).

    Alongside her new position, Bhatia will continue in her current role as Essence’s senior vice president client partner, APAC, leading the agency’s Google business across the region and reporting to Dave Marsey, Essence’s president, global client partner. Prior to joining Essence in 2017, she headed the digital practice for GroupM’s Maxus in APAC, building its product proposition across 14 markets. With over 17 years of experience in the industry, Bhatia has worked on the brand side at L’Oréal and Godrej Group in India, and Dabur in Nepal. She has also held client services and strategic planning roles at creative and media agencies in Singapore, Indonesia, Vietnam and India.

    “Monica’s impressive experience in marketing, advertising, and media, and her deep understanding of Essence’s business, clients and culture, make her the best person to lead our Singapore office. A believer in true partnerships as well as diversity and inclusion in the workplace, she constantly strives to nurture strong collaborative relationships with both clients and employees. I am really excited about our next stage of growth with Monica’s steady strategic leadership and direction, as she continues to champion our clients, work, and people in Singapore,” said Gangs.

    Read more news on Essence

    “It is a privilege to have the opportunity to lead the highly talented, entrepreneurial, and dedicated team at Essence in Singapore. Having worked closely with the team over the past three years, I am truly proud of the industry-leading capabilities we have built-in data, analytics, and technology. Brands today are increasingly looking to achieve transformational data-driven growth, and I am looking forward to leveraging our unified approach to media and creativity to deliver breakthrough work for our local, regional, and global clients in Singapore,” said Bhatia.

    Since Essence’s entry into APAC with its first office in Singapore in 2013, the agency has rapidly expanded to seven countries and 11 offices across the region. Essence’s portfolio of clients in Singapore includes the Financial Times, Google, NBCUniversal, and Scoot.

  • Facebook & GroupM launch Media Playbook to help brands reimagine media strategies & unlock growth

    Facebook & GroupM launch Media Playbook to help brands reimagine media strategies & unlock growth

    Mumbai: GroupM and Facebook have come together to launch an industry-first media playbook for advertisers and marketers to adapt to the dramatic change in consumer behaviour as a result of COVID-19. The ‘Turn The Tide’ Media Playbook offers a perspective on the evolving consumer and media landscape, and recommends media strategies that businesses can deploy to drive efficient outcomes. 

    A recent consumer behaviour study by Facebook and Boston Consulting Group (BCG) identified three key consumer shifts since the pandemic began; Reversal of past trends such as bringing outside experiences in-home through digital as well as the increasing value-consciousness amongst people; Acceleration of ongoing trends such as the significantly increased mobile and digital influence in every aspect of life; And lastly, formation of new habits such as do-it-yourself (DIY) as well as greater focus on health and hygiene. Of these, the acceleration in digital adoption will be the most structural and long-lasting. 

    Read more news on GroupM

    The Media Playbook is built to cater to these key consumer behaviour shifts, and calls out four pillars for businesses to deliver efficient business outcomes in the new normal:

    1) Embracing the full spectrum of consumer segmentation that is pivoted to business outcomes such as hyperlocal strategies.

    2) Mastering the full funnel of performance marketing especially with the increasing direct-to-consumer penetration. 

    3) Integrating innovations with business outcomes and building virtual experiences to simulate product touch-and-feel, for instance through Augmented Reality (AR) and interactive ads.

    4) Delivering on the right media mix by realigning media mix models based on the current reality of digital acceleration.

    Read more news on Facebook

    GroupM south Asia president growth and transformation Tushar Vyas said, “Over the years while working with the Facebook team we have realised the need to constantly help and educate brands and marketers on how to navigate various tricky situations when advertising. We are very proud to have partnered with Facebook and to introduce a robust playbook that will help brands and businesses rethink efficient ways to connect and strengthen the relationship with customers in the new normal. The pandemic has seen consumers switch their actions right from the way they shop, socialize and work, causing brands and businesses to repurpose their strategies. In such times, brands need to cautiously redesign their business models and with the new playbook we wish to help them take advantage of performance marketing and focus on hyper-localization to drive sales.”

    Facebook India director and head global markeitng solutions Sandeep Bhushan said, “With the drastic alteration in media consumption, businesses need to understand truly incremental outcomes by platform as well as cross-platform efficiency. Irrespective of whether they operate online or offline, businesses need to bring alive digital experiences to connect with customers in their context. A significant digital acceleration has happened on the back of social media, and with 400M+ Indians connected on the Facebook family of apps in India, we play a consequential role in the consumer journey. Continuing our commitment to enabling growth for businesses both large and small, the Media Playbook outlines the opportunities that businesses need to embrace in order to deliver efficient outcomes in the new normal.” 

    Key media strategies to help businesses deliver efficient outcomes based on the four pillars:   

    Embracing the full spectrum of consumer segmentation: The changing consumer landscape has shown that hyperlocal strategies for targeting and communication have become critical. With the evolution of smart shoppers and a value-conscious mindset, robust consumer segmentation has become crucial for business impact. There is a need for brands to identify audience segments relevant to their business. Facebook helps businesses connect with consumers where they are, and build an advanced hyperlocal journey resulting in more effective campaigns.

    Mastering the full funnel of performance marketing: Businesses are increasingly moving from offline to online. According to the Facebook-BCG study, e-commerce adoption has accelerated by 2-3 years and there is an urgent need to embrace performance marketing strategies to make the online adoption efficient and effective. In times of physical distancing, it’s essential to stay in touch with the customer and continuously eliminate friction in the path-to-purchase. Consequently, conversational marketing digital solutions driven by WhatsApp, Facebook Messenger, and digital CRM tools can prove to be very effective to engage the consumer with a value-driven outreach.

    Integrating innovations with business outcomes: As consumer experiences shift from offline to online, businesses need to also build engaging virtual experiences that are interactive, immersive, and involving, and simulate the product touch-and-feel elements. Interactive ad formats such as Playable Ads and augmented reality (AR) ads can increase favorability and conversion rates. Influencers can also play a key role in these times because of the constraints of physical, in-person, content creation. They also lend an authentic voice to the brand. With Branded content ads on Facebook and Instagram, businesses have the ability to promote creators' organic branded content posts as feed and stories ads, thereby reaching new audiences and leading to measurable impact. 

    Realigning media mix models: The Facebook-BCG report also revealed that digital influence in urban consumers has risen significantly, up to ~70% for some categories. Irrespective of whether consumers are making the final purchase offline or online, they are now engaging with brands on their smartphones. This makes it imperative for businesses to relook at media mix models to drive growth. It underlines the immediate need for industry-leading digital measurement standards such as custom mix modelling (CMM) developed by Nielsen, as well as other cross media and brand lift studies. 
    The GroupM-Facebook partnership will also include webinars to help scale media practitioners, enabling them to build for the new normal and turn the tide.

  • Charanjeett Singh Arora quits Kinetic India

    Charanjeett Singh Arora quits Kinetic India

    NEW DELHI: GroupM-owned outdoor agency, Kinetic India co-chief executive officer (CEO) Charanjeet Singh Arora has resigned from his position. He is currently serving his notice period and has confirmed the exit to Indiantelevision.com.

    He was responsible for driving team transformations spanning media, office automation, and logistics. Prior to Kinetic India, Arora was working at DAN as a VP for nearly two years.

    Arora joined Kinetic India in 2017 as senior VP and was elevated to the position of co-CEO of the agency along with Rachana Lokhande in 2018. The latter also resigned a couple of months ago. In 2018, they replaced Suresh Balakrishna former CEO of Kinetic India.

    Recently, GroupM has given the responsibility of Kinetic India to Ajay Mehta and elevated him as MD cinema (ITV) and OOH (Kinetic).

    Arora has over 25 years of experience and has worked across brands, television networks and agencies including DHL, Dentsu Aegis Network, Star India, BCCL, Sahara, Big FM, IPG, RBNL, and Rapport.