PepsiCo's Vidur Vyas joins Hike Messenger as VP, Marketing

The company has also appointed Sumit Mehra as studio head.

Hike Messenger has announced the appointment of Vidur Vyas as VP - marketing to spearhead Hike's marketing initiatives, brand positioning and strategic alliance. The company has also brought on board Sumit Mehra as studio head, and he will be responsible for driving game strategy, development and production. Vyas and Mehra will report to CEO & founder, Kavin Mittal. The company is looking at beefing up its presence in the IM space, as it recently announced integration with Hoppr and Tiny Mogul.

With a career spanning over 18 years, Vyas was a senior director of marketing at PepsiCo India, where he led health and wellness initiatives for PepsiCo and launched Quaker Oats in India. He also led the integration of Tropicana with Brand Slice. Besides, he was responsible for building campaigns like Kurkure's 'Tedha Hai Par Mera Hai' and Lay's Flavour World Cup campaign, amongst others. He has also worked at Accenture Consulting and Colgate Palmolive in the past.

Speaking on the appointments, Mittal, says, "I'm excited to add Vidur and Sumit to our leadership team. It's great to see such strong leaders in the industry share our vision to bring India online. I look forward to working with them and leveraging their experience to build Hike into a world-class product and a brand that is loved by millions in India."

On his new role, Vyas says, "Hike is a fun, innovative and culturally relevant brand. I am excited by the opportunity to connect India online in a fun way and Hike is uniquely positioned to capture that opportunity."

Mehra says, "Great games make people smile and for game developers that's the final goal. When I met Kavin and heard his vision of a digitally connected India, I saw an opportunity to deliver millions of smiles a day. I'm excited to partner with them to bring great game experiences on Hike."