Mumbai: As managing partner and chief operating officer, Siddhartha Singh has joined Infectious Advertising.

After working for clients for two years, Singh is back in advertising as Independence Brewing Company's director of marketing and sales.

Singh, an INSEAD graduate, has over 26 years of experience working for both large, international advertising firms like Leo Burnett, Ambience Publicis, and Rediffusion as well as smaller, specialty firms like Salt Brand Solutions, Famous Innovations, and Hyphen.

Speaking on the appointment, Infectious Advertising managing partner & CEO Nisha Singhania said, "We've come a long way in the last ten years. Today, we are a 65-member, digital-first agency for some of India's biggest names: UltraTech Cement, Bayer Crop Sciences, IDFC, and Tata Group, to name just a few. Traditional agencies don't get 'digital,' and digital agencies don't understand 'brands.' We are unique because we can build brands and create content for a digital-first marketplace. Hiring Singh is a growth hack."

Infectious Advertising managing partner & creative chairman Ramanuj Shastry added, "As someone who has worked with Singh before, I can vouch that he is loved by both clients and creatives—largely because he belongs to that rare breed of suits who can both 'sell great work' and know 'what keeps the client awake at night. He is a fantastic colleague and a great boss. I am delighted to have him as a partner."

Commenting on his new challenge, Singh said, "When Singhania and Shastry shared their vision for Infectious, I immediately agreed to partner with them. My primary responsibility will be to create the perfect ecosystem for the seamless delivery of solutions to businesses. Whether born in the old economy or the new, companies today are looking for partners to achieve transformational growth. I believe the time is just right for Infectious."