Ashish Patil, who was recently designated as Senior VP - New Ventures and GM - Youth Movies at Viacom18, has decided to move on. He is joining Yash Raj Films as Business and Content Head for a new division, which will focus on youth movies.
Patil is serving his notice period at Viacom18 and will join Yash Raj Films on April 1, 2010. At Yash Raj Films, he will be reporting to Vice Chairman Aditya Chopra.
Confirming his movement to exchange4media, Patil said that films had always been his passion, and when he got the offer from Yash Raj, he decided to take it up right away. He added, “I was lucky to have been around to witness the rebranding of MTV as the brand has grown from being just a music channel to a complete entertainment channel for youth, and now I am looking forward to working at Yash Raj Films.”
Patil began his career over 15 years ago with Contract Advertising as a copywriter and then joined a business school to major in marketing. After getting a degree, he retuned to advertising and joined Lowe India (then SSC&B Lintas) as an account planner and handled clients across FMCG, pharmaceuticals, consumer durables and alcohol.
He then joined MTV in 1998 in the Marketing team and stayed with MTV for 12 years. His last role at MTV was General Manager before he was elevated to Viacom18. He had handled various roles in MTV, which ranged from heading Programming and Talent Artiste Relations to Profit and Loss while he was a GM. Patil was also working closely with the channel’s biggest franchises such as ‘MTV Splitsvilla’, ‘Pepsi MTV Youth Icon’, and ‘Intel MTV On the Job’ to the more recent ‘Pepsi MTV Wassup’, among others.