Dinesh Malhotra to head Aegis Media's activation arm, Carat Fresh Integrated

Malhotra will head the activation business for Aegis Media as senior vice-president.

Carat Fresh Integrated, the activation arm from the Aegis Media Group has announced the appointment of Dinesh Malhotra as senior vice-president. He will now head the activation business.

Ashish Bhasin, chairman India and CEO South East Asia, Aegis Media, confirms this development. "With the spectacular success and growth that Carat Fresh Integrated has achieved over the last six months, having someone as experienced as Malhotra as head will be a big help to the business leaders Sidharth Ghosh and Sampath Shenoy at Carat Fresh."

Malhotra, after a successful career in the India Navy, joined Lintas IMAG, and within a decade, rose to be president, Linterland, the rural marketing arm of Lowe Lintas. He, thereafter, took over as senior marketing specialist with International Development Enterprises, working as marketing advisor for food security and poverty alleviation programmes in India, Nepal, Zambia, Ethiopia, Cambodia, Vietnam, Ghana and other international markets.

Bhasin adds that Malhotra brings with him over 28 years of experience and with Carat Fresh Integrated's special thrust on activation, both rural and urban, this will be a unique strength. "The fast growth has encouraged us to invest in this important area of marketing communications," he says.

Commenting on his appointment, Malhotra adds, "I am delighted to join the Aegis Media family and am excited about the great potential and experience in both urban and rural activation that Carat Fresh Integrated has."

Some of Carat Fresh Integrated's clients include Idea Cellular, Lipton, Future Group and Mills & Boons.

For the record, the Aegis Media Group also comprises of Posterscope and Brandscope - the OOH arms, Isobar -- the digital agency, Carat and Vizeum -- the media buying and planning divisions, Hyperspace - the retail arm, and iProspect -- the search marketing agency.