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Mogae ropes in Atishi Pradhan as Chief Strategist

27-February-2012
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Mogae ropes in Atishi Pradhan as Chief Strategist

Atishi Pradhan, who has quit as Senior Vice President & Executive Planning Director of Contract Advertising, has joined Mogae Media as Chief Strategist. She will be based in Delhi.

Mogae Media is the new venture launched by veteran ad-man Sandeep Goyal focused on mobile monetisation. Mogae Media is the sole and exclusive partner of Airtel for marketing its entire advertising inventory, which includes mobile-couponing, mobile-deals and mobile value-adds for Airtel’s 180 million strong base.

In recent weeks Mogae Media has announced other senior level hires too. Pavan Chandra joined Mogae from VivaKi Nerve Centre India as Chief Incelligence Officer. Tushar Dhingra, COO, Big Cinemas, joined the Mogae team as Chief Delights Officer.

“These are exciting times for us at Mogae as we build a bright and resourceful team with some of the finest talent in the business. Atishi is a well known name in strategy circles. She has worked on brands, both big and small. Sandeep and she worked together on Horlicks many moons ago and to date Sandeep admires Atishi’s insights and consumer understanding,” said Tanya Goyal, Executive Director of Mogae Group. “Atishi will bring conventional marketing wisdom to a business that has few precedents,” she added.

Pradhan joined the world of advertising straight from the IIM Ahmedabad campus in 1988, working first with JWT and then at Contract Advertising. Her strength is in combining the analytical with the intuitive and cutting through the layers – finding strategic and creative solutions in unconventional starting points, and across unconventional media.

She has experience across a diverse multitude of categories (from classical FMCG to technology, with tangents such as education and services), audiences (kids and their mothers, youth who don’t want their mothers, homemakers, men’s men, global citizens to small town denizens, investors) and companies (from multinational behemoths to entrepreneurial start-ups).

On joining Mogae, Pradhan said, “Mobile devices are a natural fit for personalisation and hence, direct hits: phones are emotionally more ‘personal’ than PCs. They are something you carry with you, something that connects you to your social circle, and unlike PCs, something that you rarely if ever share.” She further said, “The newness of the medium allows for a high degree of innovation. And the adventure of working in a start-up ...”

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