Atishi Pradhan joins Mogae Media as chief strategist

Earlier, she was senior vice-president and executive planning director at Contract Advertising. She has over 24 years of experience in advertising.

Atishi Pradhan has joined Mogae Media as chief strategist. She will be based in Delhi and report to Sandeep Goyal, founder, Mogae Media.

Earlier, she was senior vice-president and executive planning director at Contract Advertising. She has more than 24 years of experience in the advertising industry.

Pradhan is an alumnus of St. Stephen's College, Delhi. After completing PGDBM from the Indian Institute of Management, Ahmedabad, she joined the world of advertising in 1988 at JWT. She spent more than 17 years in JWT India and left the agency in 2005 as vice-president, account planning.

Subsequently, she joined Contract Advertising. At Contract, she spent over seven years. Her strength is known to be in combining the analytical with the intuitive and cutting through the layers - finding strategic and creative solutions in unconventional starting points, and across unconventional media.

Her experience spans multitude of categories (including FMCG, technology, education and services), audiences and companies.

On her reasons behind joining Mogae, Pradhan says, "Mobile devices are a natural fit for personalisation and hence direct hits; phones are emotionally more 'personal' than PCs. They are something you carry with you, something that connects you to your social circle and unlike PCs, something that you rarely, if ever, share. The newness of the medium allows for a high degree of innovation."

Mogae Media is the new venture launched by veteran ad-man Sandeep Goyal. It focuses on mobile monetisation. It is the sole and exclusive partner of Airtel for marketing its entire advertising inventory, which includes mobile-couponing, mobile-deals and mobile value-adds for Airtel's 180 million strong base.

Recently, the company announced other senior level appointments. Pavan Chandra joined Mogae from VivaKi Nerve Centre India as chief 'incelligence' officer. Tushar Dhingra, erstwhile chief operating officer, Big Cinemas joined the Mogae team as chief delights officer.

"These are exciting times for us at Mogae as we build a bright and resourceful team with some of the finest talents in the business. Pradhan is a well known name in strategy circles. She has worked on brands, both big and small. Goyal and Pradhan have earlier worked together on Horlicks and to date, Goyal admires Atishi's insights and consumer understanding," says Tanya Goyal, executive director, Mogae Group. She feels that Pradhan will bring conventional marketing wisdom to a business that has few precedents.