Bipasha Banerjee has joined Radio Mirchi as Assistant VP-Programming Mumbai with effect from February 20. She will, however, officially take charge in mid-March. Banerjee will be replacing Sulekha Bajpai, who had moved out recently due to personal reasons.
Elucidating on her new role, Banerjee said, “It’s extremely competitive and exciting. Mirchi is a huge brand. With so many players coming in, the competition would be really exciting. The entire challenge of holding on to the listener is a pulsating excitement.”
“I wanted to do something distinct and exciting. I was looking at doing something new and more creative,” she said on her reason for joining Radio Mirchi.
Commenting on Banerjee’s appointment, Tapas Sen, Executive VP, Programming, Radio Mirchi, said, “She has a fantastic creative track record. She will bring with her huge influx of her creative expertise, which will strengthen the creativity of Mirchi.”
Banerjee brings with her an enriching experience in the advertising industry. Banerjee began her career with JWT, then called HTA, as creative trainee, and over due course of time became the Creative Director.
She then moved on to Leo Burnett as Senior Creative Director. In her three-year stint with the agency, she worked on brands like Coca-Cola, among others. After that she rejoined JWT, and the last position that she had held there before taking up the new assignment with Radio Mirchi, was that of VP and Senior Creative Director. In her second stint at JWT, Banerjee had handled clients like Munch, Hero Cycles and Pizza Hut.