SMG takes on board Manisha Tripathi to head Liquid Thread

Prior to this, Tripathi was associated with Alva Brothers Entertainment as president, Miditech. She joined Liquid Thread on March 12.

SMG's Liquid Thread has appointed Manisha Tripathi as head, India. She joined the agency on March 12 and will report to both, CVL Srinivas, managing director, Asia Pacific, Liquid Thread and Mallikarjunadas CR, CEO, SMG India.

Confirming Tripathi's appointment, Srinivas says, "Manisha has been at the cutting edge of content creation and brings the right blend of creativity and business focus. Her coming on board will help us accelerate the growth of our branded content business."

Tripathi says, "We are in the process of working out plans to accelerate the growth of the agency. We create content inspired by brands and make it available across media platforms. At the same time, we make the content interactive for viewers/users."

She adds, "I intend to create brand-inspired content that reaches out, connects, engages and interacts with consumers across different screens, generating valuable experiences."

Tripathi began her career as a correspondent with TV18. After spending three years at TV18, she worked as a freelance director for MTV Networks and Star India's new general entertainment channel for one year.

In 1999, she joined Sahara Broadcast Media as creative co-ordinator.

She moved to Star Plus as creative director in 2000. In 2004, Tripathi shifted to Tata Sky as content consultant, where she was closely associated with strategy, planning and content development during the launch phase of Tata Sky.

After two years, she moved to Big FM as station director, Goa, where she developed, launched and ran the first privately-owned FM station of Goa. Later, she was appointed station director, Big FM Delhi.

Most recently, Tripathi was associated with Alva Brothers Entertainment as president, Miditech, producing shows for a range of channels and later, with Real Lifestyle Broadcasting.

Also, earlier this month, Sriram Sharma, general manager, SMG was promoted as vice-president, South India, SMG. Sharma takes over as the head of the Chennai operations, in addition to the Bengaluru office. He will report to Mallikarjunadas, too. Sharma joined SMG in 2009 from OnMobile Global, where he worked as client services manager.

In another senior management appointment, G V Sudha has been appointed as business director, Starcom and VivaKi Exchange, Chennai. She will lead all businesses in Chennai and will report to Sharma. She joins SMG after a two year stint with Madison.

For the records, Liquid Thread is Starcom MediaVest Group's all-screen content practice. In line with the network's digital, open source approach, Liquid Thread claims to move beyond branded entertainment to create communities, conversations and advocates for brand properties.