Devendra Deshpande joins Friday Filmworks as Head of Digital Content and IP

In his new role, Deshpande will create and monetise sustainable and scalable IPs for the ever growing digital/OTT space for domestic and international markets.

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The ex-Head of Content+ at Mindshare Devendra Deshpande has joined multi-media production house Friday Filmworks as Head of Digital Content and IP.

In his new role, Deshpande will create and monetise sustainable and scalable IPs for the ever growing digital/OTT space for domestic and international markets. He will also create new monetisation models around content, including franchising and L&M for Friday Filmworks. 

Neeraj Pandey and Shital Bhatia's collaborative venture Friday Filmworks was set up in 2008. Deshpande is the first hire for the company's Digital Content and IP division.

The first film to be made by Friday Filmworks was 'A Wednesday'. It became a sleeper hit back then and has set trend of content-driven films. Over the last decade, Friday Filmworks has earned the love and appreciation of audiences and critics alike. Neeraj Pandey and Shital Bhatia have delivered films like A Wednesday (2008), Special 26 (2013), Total Siyapaa (2014), Rustom (2016), Toilet: Ek Prem Katha (2017).

Deshpande had been a part of GroupM for over eight years, and served as the Head of Mindshare Content+ for the last three and a half years.

He has 16+ years of experience in developing long-term strategic partnerships through a deep understanding of advertising, social, integrated marketing, consumer insights, and media. Over the course of his tenure at GroupM, he has worked closely with several top tier brands such as Unilever, Pepsi, GSK,Diageo, Kellogg's amongst others.

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