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Carat hires Mayank Bhatnagar & Vinita Pachisia for Mondelez

MUMBAI: Dentsu Aegis Network’s media agency Carat India has appointed Mayank Bhatnagar as the senior vice-president to lead the Mondelez business in India, and Vinita Pachisia as the vice-president who will look after buying for Mondelez.

Bhatnagar has more than 16 years of experience in communication and media planning. He has worked extensively on large FMCG businesses across different markets such as India, Malaysia and Singapore. He has also worked across different functions of media agencies to build strong skills in strategy planning, media buying, implementation planning and new business development. He has managed large clients like Nestle, P&G, Tata Motors, Tata Indicom, Kellogg’s and Cadbury.

Bhatnagar’s last assignment was with Mindshare Malaysia. There, he led the Nestle business and steered digital trading/investments across clients for the agency within the region. He has been instrumental in deploying new processes to improve productivity in Mindshare Malaysia, which led his team to win multiple awards at the local and regional level.

Speaking on his appointment, he said, “The opportunity to lead Mondelez business in India and work on the portfolio of iconic brands will surely be very exciting.”

Pachisia has worked across agencies such as Madison, Initiative, Havas and Mindshare. Armed with more than 18 years of experience, Pachisia has worked across a wide spectrum of brands like HSBC, Idea, Kellogg, Heinz and Parle to name a few.

What differentiates Pachisia is her focus on creating and delivering brand initiatives on media like the highly recalled “IDEA Citizen Journalist” on CNN IBN, HSBC Making it Big, HSBC Green Heroes and Breakfast headlines for Kellogg’s. One of her latest initiatives was the Parle MTV Junkyard project, a progression of the Parle Anti-Litter campaign.

Pachisia said, “Leading the Investment vertical of a portfolio that is growing and is a leader in the category is exciting. My efforts will be to maximise the returns on their media spends and achieve the objectives set by the client.”

Carat managing director Kartik Iyer said, “Talent is truly what will create the big difference in the market. I am sure that while they would be working to deliver the cutting edge solutions for Mondelez, they would also enable an upskilling in Carat with their fine experience.”

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