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Tonic Worldwide ropes in Anjali Malthankar as National Strategy Director

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Tonic Worldwide ropes in Anjali Malthankar as National Strategy Director

Tonic Worldwide, one of India's leading independent digital agencies, has appointed Anjali Malthankar as its National Strategy Director in India. Anjali brings with her fourteen years of experience in the advertising industry - developing deep insights, building brands and understanding the art of decoding human behaviour. Prior to Tonic, she has worked with various agencies, such as Ogilvy & Mather, Law & Kenneth, DDB Mudra, Leo Burnett Orchard and Madison BMB. In her last full-time stint, Anjali was leading strategic planning at Madison BMB. Over the past 3 years, she has been an independent consultant for leading advertising and research firms.

Malthankar has nurtured various FMCG brands throughout her career including Pond's, Huggies, BeBeautiful, Clean & Clear, ITC Skincare, Go Air, HyperCity, Godrej Nature’s Basket, Jo & Doycare soaps, Tata GoldPlus, Ferrero Rocher, Prince Pipes, Sri Sri Tattva and Reliance Retail. She has also worked on qualitative research studies for MAC, Star Plus, Star Pravah, Emami Male Grooming, Jay Tea, BigRock.com, Fazlani Foods, Godrej Nupur, among others.

Commenting on the new appointment, Chetan Asher, Founder & CEO, Tonic Worldwide, said, “We are delighted to have Anjali on board with us. Anjali fuels our ambition to build communication that is human centric and her deep understanding of Indian consumers and cultural insights will balance our tech led future focused approach.”

Talking about her new assignment, Anjali Malthankar says, “I am excited about sharing, learning and working with the young and energetic talent and proud to be part of a great leadership team. I really admire their people-centric approach in an industry where there is a high attrition rate and client relationships are short-term. Looking forward to shaping brands and cracking insightful work in a fast-paced digital world.”

Anjali has also authored a few knowledge pieces namely, Impact of social & new media on Gen2020, 5 Avatars of Indian women (As a daughter, wife, mother, daughter-in-law, mother-in-law) and Emerging trends in Beauty.

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