Malekar will be responsible for the entire Godrej portfolio, which includes the hair-colors and hair-dyes business, three soap brand, Ezee liquid detergent and Godrej Real Good Chicken. The other large accounts in her portfolio would be Big Bazaar, LIC and LICHFL along with some new businesses, while Medhekar will head the Reliance Finance portfolio, which is one of the fastest growing in the region.

Malekar - a 1993 alumnus of Welingkar Institute of Management, Mumbai, has extensive experience in the advertising industry having worked in Lowe and Ogilvy for 11 years. Beginning her career with Lowe at 1993, she has worked on brands like Johnson & Johnson, Parachute, Liril, after which she moved to O&M in in 1998. At O&M, she led the launch of HLL’s direct-to-home business HLN - Hindustan Lever Network apart from working on a diverse set of business which saw her in the position of business head for Tata Motors – Sumo, Safari, DHL, Hindustan Pencils, Hindustan Lever – Dove, Sunlight and Playwin Lotteries.

While at Rediffusion he worked on Colgate brand at a time when Colgate Dental Cream was under pressure from Pepsodent. At Rediffusion, he headed the Chennai office and thereafter Wunderman Mumbai. Apart from Colgate some of the other brands that Medhekar has worked on are Citibank, Thomson, Phillips, Nivia, Sony Entertainment Television, HDFC Bank Credit Cards.