NEW DELHI: Rohit Samarth has joined DDB Mudra Max as senior vice president, heading the operations of Terra, its rural marketing agency.

Samarth comes from Percept Out of Home, where he was the business head of its rural vertical responsible for all its communication and marketing strategies. With more than 25 years of experience in the industry, Samarth has had the opportunity to work with some of the largest and the most recognised brands in the country.

He started his career with Nestle India, and later worked with various other companies like Media Workshop India, Amar Ujala Prakashan, India Infrastructure Publishing, UCP Integrated Marketing Solutions, Federation of Indian Chambers of Commerce and Industry (Ficci) and Linterland.

DDB Mudra Max president and head Mandeep Malhotra said, "I am excited for the positive change brought into the BOP offerings at DDB Mudra Max. Apart from great knowledge and experience, Rohit brings with him passion and energy to take the existing momentum of the team and the work to a whole new level."

Samarth said, "I have some very exciting plans in mind and the focus this year will be to make DDB Mudra Max a serious contender for the top spot in the BoP space. Development of strong teams in all disciplines is another of my initial focus areas. I have no doubt that Terra will grow to be one of the most preferred and specialised rural communication solutions provider within the next two years."