MUMBAI: Brand, media and communications research company Millward Brown has appointed Prasun Basu to the post of managing director for the South Asia Region.

Basu will report in to Africa, Middle East and Asia Pacific (AMAP) CEO Travyn Rhall and will join the AMAP executive board. He will be based in Mumbai.

Basu replaces Shishir Varma who served as Indian operations MD for five years. He will be taking on the role of chief client officer for the AMAP region and will be based out of Dubai.

Basu‘s responsibilities in the new post involve leading Millward Brown‘s operations across India and also expanding operations in South Asia. Millward Brown currently has offices in Mumbai, Gurgaon and Bangalore.

Basu said, "I am delighted to have been appointed to lead Millward Brown across South Asia at such an exciting time for both the region and our company‘s development. From its set-up in 2008, the organization has grown significantly under Shishir‘s leadership. As relationships with our clients mature, it becomes more important than ever that we continue to provide our clients with the very best consumer-based advice on managing their marketing investments, as branding and the role of media increases in importance across the rapidly-changing but incredibly diverse region".

Basu joined Millward Brown in May 2011 as managing director of the East Africa operations, before he went on to lead the newly-formed Middle East and North Africa business units. Prior to Millward Brown, he was at Nielsen for five years in a number of positions, the latest being head of consumer research for the India Region as well as head of BASES for Africa, Middle East and India.

Rhall said, "Prasun is a hugely experienced researcher with a proven track record who will lead the business to best serve our clients in this increasingly important region. His rare management talent and passion for the business of brands make him an invaluable addition to both the India and regional management teams."