Mohit Hira roped in as co-founder of Adytude AX

Hira will also serve as Chief Convergence Officer of NFX Digital, the parent company

e4m by exchange4media Staff
Updated: May 8, 2018 8:57 AM

NFX Digital, a gamified-consumer insights company set up by its founder Shivjeet Kullar, announced the induction of Mohit Hira as a Co-founder of Adytude AX, its disruptive, new product that is currently under development. Hira will also serve as Chief Convergence Officer of NFX Digital, the parent company. The flagship product, Adytude is revolutionizing the way brands analyze consumer feedback in real time.

With CXO roles in advertising, marketing and media in both print and digital forms, Hira was nominated as among India's Top 50 CMOs by Paul Writer and IBM in 2012 and has several digital launches to his credit, including various assets under the Indiatimes brand, NIIT's Cloud Campus and its B2C e-learning business ( He is an alumnus of Jadavpur University with Executive Development Programs at ISB, IIM Ahmedabad and INSEAD Singapore.

A former advertising professional who started his career with Shivjeet Kullar in the Kolkata office of Contract Advertising, the duo has decided to team up again after a gap of nearly three decades. While Kullar remained in advertising right through as an award-winning creative professional who also scripted plays and books, Hira moved into business management roles in The Times of India Group, NIIT, JWT, Hungama Digital, Open Media Network and Newsweek (formerly IBT Media) before striking out on his own as a strategic marketing consultant since April 2017.

On becoming an entrepreneur, Hira says, “When I set out on my own last year, I had taken the first step towards entrepreneurship. The intensive consulting experience, over the last year, with IAMAI, Human Factors International,, YourNest Venture Capital, has been very rewarding and when Shivjeet approached me to join him in a very exciting journey, it looked like the logical next step. It’s good to have both of us together after 2.5 decades. So, here I am, diving into co-creating a digital product that will radically alter the way brands interact with consumers – not just in India, but globally.”

Welcoming Hira on board, Kullar said, "We began our advertising careers together building brands and now we're going to build a global consumer based market disruptor- not bad for two guys who used to scour the streets of Calcutta in search of business."

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