MUMBAI: Mudra's promotional marketing firm, Kidstuff Promos and Events has roped in Jai De Costa as president.

He will work closely with Kidstuff's founder and CEO Pankaj Wadhwa and the senior Mudra Group management team in driving Kidstuff's growth agenda.

Mudra Marketing Services CEO R. Lakshminarayanan said, "Jai is a critical addition to our senior management team- a response to the Mudra Group's growth. Clients are increasingly focusing on activation competencies, the business is growing and it's great to have talent of Jai's quality to lead our offering in this space. I wish him all the very best!"

Announcing Jai's appointment Wadhwa said, "We are delighted to announce the addition of Jai to our team. Kidstuff has done some great work for our clients over the years and we will look to Jai to add a great deal of value to our services."

De Costa said, "The growth in activation and promotions business has been meteoric over the last few years. The business is poised similar to say what retail was a couple of years ago. A large number of professionals are joining this industry and if you're interested in this space Kidstuff is the place to be."
De Costa moves from Tata Sky Ltd where he was responsible for the pay per view and games business. Prior to this, he spent four years at Bennett Coleman and Co., responsible for business development and strategy for the events and outdoor business and then in the new private treaties business.