Salt Brand Solutions promotes Siddhartha Singh as CEO, Arun Divakar as NCD

MUMBAI: Salt Brand Solutions has rejigged its top management. The company has promoted Siddhartha Singh as CEO and Arun Divakar as national creative director (NCD).


Singh is one of the founder members of Salt and till now was executive vice president (EVP). He has almost two decades of experience across agencies like Leo Burnett, Ambience Publicis and Rediffusion – Y&R.


Singh said, “I plan to up the ante on product delivery, ensuring it is above industry standard and pushes the agenda of being best new-age business partners to our clients. This is something we have practiced for the last four years and today feel confident and capable of delivering. In addition, I want to instil brand thinking that cuts through the jargon, brings in simplicity and germinates from a client’s business problem rather than lofty brand ideologies.”


On the other end of the spectrum is Divakar, who will now be responsible for the complete creative portfolio of Salt. “I want to create an environment where people contribute and come up with ideas fearlessly and frequently in a manner that is fun, for I believe that Happy People create Happy Work and that is something that we want to stand for,” he said.


Divakar started his career as an account executive, but quickly realised he was a better art director than the ones he was listening to! He has worked with Flagship and Saatchi & Saatchi in Mumbai, and Classic Partnership, O&M, Y&R and TBWA in the U.A.E, before taking on the role of regional creative director, Pirana which he helped set up in the U.A.E. In 2014 he moved back to India and joined Salt Brand Solutions.


Defining the road ahead, Salt Brand Solutions founder Mahesh Chauhan added, “Divakar has been the proverbial madman of Salt. His talent coupled with his joie de vivre has transformed our work and culture beautifully. Sid, on the other hand, has been a pillar over the past four years of Salt and has seamlessly transitioned into this role. He is widely respected and brings great gravitas to our offering as an organisation.”


“With these elevations, I will now be spending my time driving ideas for our clients. This will involve working seamlessly with both the strategy and creative teams. The end objective being consistently superior work for all our partners as well as properties that we develop for ourselves,” he added.

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