MUMBAI: Aegis Media Group‘s activation company, Carat Fresh Integrated, has appointed Dinesh Malhotra as senior vice president and head of business.

Malhotra moves in from International Development Enterprises, where he was senior marketing specialist working as marketing advisor for food security and poverty alleviation programmes in India and other International markets.

Said chairman India and CEO South East Asia Ashish Bhasin, "With the spectacular success and growth that Carat Fresh Integrated has achieved over the last 6 months, having a head as experienced as Dinesh Malhotra will be a big help. Dinesh brings with him over 28 years of experience and with Carat Fresh Integrated‘s special thrust on activation, both rural and urban this will be a unique strength. The fast growth has encouraged us to invest in this important area of marketing communications."

Malhotra started his marketing career with Lintas IMAG in 1999 and after 10 years, he became the president of Linterland.

Added Malhotra, "I am delighted to join the Aegis Media family and am excited about the great potential Carat Fresh Integrated has since there are no professional players in the market with knowledge and experience in both urban & rural activation."

Carat‘s clientele includes Idea Cellular, Lipton, Future Group and Mills & Boons.