Jai De Costa, formerly of Tata Sky Ltd, has been appointed President of Mudra’s division, Kidstuff Promos and Events. De Costa will work closely with Kidstuff’s Founder and CEO, Pankaj Wadhwa, who will continue to play a strategic role and assume larger responsibilities within the Group.
At Tata Sky Ltd, De Costa he was responsible for the pay per view and games businesses. Prior to that, he had spent four years with Bennett Coleman and Co, where he was responsible for business development and strategy for the company’s events and outdoor business. He then looked after the company’s new private treaties business. De Costa began his career with ITC as Area Sales Manager.
Commenting on De Costa’s appointment, R Lakshminarayanan, CEO, Mudra Marketing Services, said, “Jai is a critical addition to our senior management team, a response to the Mudra Group’s growth. Clients are increasingly focusing on activation competencies, the business is growing and it’s great to have Jai’s talent and quality to help us lead our offering in this space. I wish him all the best.”
Announcing De Costa’s appointment, Wadhwa said, “We are delighted to announce the addition of Jai to our team. Kidstuff has done some great work for our clients over the years and with Jai’s appointment, we look forward to adding a great deal of value to our services.”
De Costa said, “The growth in activation and promotions business has been meteoric over the last few years. The business is poised similar to, say, what retail was a couple of years ago. A large number of professionals are joining this industry and if you’re interested in this space, Kidstuff is the place to be.”
Kidstuff’s clients include Pepsi, Motorala, ITC Foods, Hindustan Lever, Intel and Disney Channel. It is also in the process of entering newer domains like trade marketing and channel management.