Mohapatra will be reporting to Media Edge overall head of buying Himani Kapadia and also to Media Edge vice-president Partha Ghosh who handles the Parle brand.

Repeated attempts by indiantelevision.com to contact Kapadia and TME COO Divya Gupta were in vain.

Prior to his stint with the Modis, Mohapatra was associate media director in charge of broadcast at Starcom Worldwide for three years.

Mohapatra's appointment comes at a time when TME has been seeing a lot of corporate churn. The latest to the call it quits at the agency was Anand Vaidyanathan who was print buying head. Earlier this year Prasanth Kumar and Shrivathsa Iyengar also quit the agency.