Chandradeep Mitra, who recently parted ways with Lintas Healthcare and Lintas Personal, has joined Mudra’s media arm OMS as President. Confirming the development, Mitra said that he is looking forward to the opportunities that the new role presents in the media domain, which is the only discipline that was so far missing in his career graph in advertising, DM and Interactive amongst other responsibilities.
Mitra is taking over from Sandip Vij, who will now not be associated with OMS, but will remain in the Mudra structure. Mitra will report to Madhukar Kamath, CEO and MD, Mudra.
Said Mitra about his new function, “Media is a very exciting industry to be a part of. I’ve had a background in mainline advertising and integration, and this task completes the full circle for me. There is a lot that is happening and a lot more that can happen in the media function. The discipline has access to rich data and it can play a larger strategic role in marketing and brand building.”
Previously, Mitra had been largely associated with the Lintas group. In the first half of his nine years there, he looked after advertising duties of the non-Unilever business. In his last four years, he was first given charge of Lintas Personal, which has a division of direct marketing, interactive, CRM, etc, and then was given additional responsibility of Lintas Healthcare.
On why he opted for OMS, Mitra said, “Specifically, OMS plans to bring brand tasting and integrating brands into programming. They already have specialist units like VideoTech and so on, which are already in the domain. I think that going forward this is going to be an important area for everyone to look out; there are not many who are even attempting at doing something in this sphere. Their plans are in line with what I believe in and it made perfect sense for me to direct my efforts in achieving these goals.”