Mindshare's Ashwin Dutt joins Tonic Media as creative director

He will drive new creative initiatives and innovations across businesses.

Tonic Media has roped in Ashwin Dutt as creative director. He will drive new creative initiatives and innovations across businesses. Prior to this, he was creative director at Mindshare.

Speaking on the appointment, Chetan Asher, co-founder and CEO, Tonic Media, says, "We're excited to add Ashwin to our leadership team. We already know and have worked with Ashwin in the past; he has been a part of some award winning campaigns. There has been a steady build-up of a new kind of energy at Tonic over the past few years, and we now look forward to leverage Ashwin's expertise and experience to offer creative and innovative business solutions that challenge industry norms."

On his new role, Dutt says, "It's a great time to be a part of Tonic Media which is growing at a rapid pace. I love the energy, and I'm excited to partner with them to create engaging digital experiences that cater to a new and ever-changing world."

In a career spanning over 15 years, Dutt has worked with agencies such as Mindshare, OglivyOne, Grey Worldwide and OMD, on brands such as Star Network, McDonald's, Kissan, HSBC, Castrol and Indian Super League, among others.

Prior to advertising, Dutt was a journalist with Mid-Day and The Indian Express. He also plays drums for a punk rock band called The Riot Peddlers.

Tonic Media is an integrated digital marketing agency, with offices in India and Dubai. The agency's clientele includes channels from MSM Group and eBay India.