Salt Brand Solutions makes senior appointments

Siddhartha Singh elevated to CEO and Arun Divakar is NCD.

Salt Brand Solutions has rejigged its top management. Siddhartha Singh, earlier executive vice president, is now chief executive officer. Arun Divakar will now head creative as national creative director.

Singh is one of the founder members of Salt and has almost two decades of experience across agencies such as Leo Burnett, Ambience Publicis and Rediffusion Y&R. His portfolio includes TVS Suzuki, Westside, ICICI Bank, Nerolac Paints, HomeTown, Rasna, DB Realty and many others.

Elaborating on his new role, Singh says, "I hope to up the ante on product delivery, ensuring it is above industry standards and pushes the agenda of being best new-age business partners to our clients. In addition, I want to instill brand thinking that cuts through the jargon, brings in simplicity and germinates from a client's business problem, rather than lofty brand ideologies."

Divakar, who will now be responsible for the complete creative portfolio of Salt, launched his career as an account executive, but switched over to art direction. He has worked with Flagship and Saatchi & Saatchi, Classic Partnership, O&M, Y&R and TBWA, Pirana in India and UAE.

"I want to create an environment where people contribute and come up with ideas fearlessly and frequently, in a manner that is fun, for I believe that Happy People create Happy Work, and that is something that we want to stand for," Divakar says.

Mahesh Chauhan, founder, Salt Brand Solutions, says, "Kali (Divakar) has been the proverbial madman of Salt. His talent, coupled with his joie de vivre, has transformed our work and culture beautifully. Sid (Singh), on the other hand, has been a pillar over the past four years at Salt and has seamlessly transitioned into this role. He is widely respected and brings great gravitas to our offering as an organisation."

"With these elevations, I will now be spending my time driving ideas for our clients. This will involve working seamlessly with both the strategy and creative teams," he adds.