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Kumar Siddharath joins Madison Media to lead Mates

Siddharath will report to Madison Media and OOH partner & group CEO Vikram Sakhuja.

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Mumbai: Madison Media on Wednesday announced the appointment of Kumar Siddharath to lead its entertainment unit Mates.  Mates now will be integrated within Madison Media and will focus on brand solutions including in-film associations, celebrity associations, and other ancillary services related to entertainment, content and branding, the company said.

In this role, Siddharath will report to Madison Media and OOH partner and group CEO Vikram Sakhuja. Former founder and CEO of Mates Sooraj Bhalla has decided to pursue other interests.

With over 14 years of experience, Siddharath joins Madison Media with a multi-faceted understanding of content marketing, partnership & strategic alliances with a sharp focus on client servicing and business development. He has worked with companies like Endemol, UTV, Viacom 18, Reliance Broadcast Network, Optimystix Entertainment, and other production houses where he has produced big shows including "Roadies" and created AFPs for brands like  HUL, Hero, Idea and Woodland amongst other brands. 

Apart from production houses, his exposure ranges from industries like broadcast (TV and radio) to films and OTT to print and events. He was also director brand solutions at Omnicom Media Group.

“I am excited to have Siddharath join our team and provide our clients’ brands content solutions and further strengthen our Madison Media offering, all under one roof,” said Vikram Sakhuja.

Prior to joining Madison, Siddharath set up his own e-sport and gaming company Oreka eSports.  He has also worked on brands like Daimler, Ford, HP Laptop and Hike over the years.

“I am excited to join Madison and look forward to creating a lot of interesting brand solutions that help our premium roster of clients create magic and meet their business goals,” said Kumar Siddharath.

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