Vikram joined the list of renegade engineers when he started with DCM as a Management Trainee in 1984.

An MBA later he was with Procter & Gamble. Over his 8 year stint there, he looked after Market Research for the Laundry, Sanitary Protection and Health Care Categories; and the Media Function. Greatest fun and learning came in the launches of Ariel, Whisper and Pantene. He still likes to believe that the first AOR in the country was appointed by him, and was not Fulcrum.

After P&G, he had a 4 1/2 year stint with Coca-Cola, over which he was responsible for the Research, Media and Brand Marketing Functions. Highpoints of this period were the development of the Coca-Cola Enjoy platform for India, Message Management Principles, re-activating Thums Up, along with product launches for Sprite and Kinley water.

A year at STAR was spent in creating a Marketing organisation that could best leverage the Network's strengths.

He now moves on in 2002 to manage and lead the Unilever Media investments for India, Bangla Desh, Pakistan and Sri Lanka. He is Managing Director, Mindshare Fulcrum - Central Asia.

Vikram is married to Simmi and has two daughters, Tara and Diya. An erstwhile stage buff, he now occasionally enacts theatre of the absurd in the kitchen (or behind a bar). Passionately fond of Food, Movies (up close) and Sport (from a distance), he has an aversion to jokes about hair.