Mohit Hira moves to Adytude AX as co-founder

Hira will also serve as chief convergence officer of NFX Digital, the parent company.

In a recent announcement, New Delhi-based NFX Digital, which owns and operates gamified consumer insights portal Adytude.com has roped in Mohit Hira as co-founder of Adytude AX, its new product that is currently under development. Based out of New Delhi, Hira will also serve as chief convergence officer of NFX Digital, the parent company.

An alumnus of Jadavpur University, Hira earned his degree in Executive Management Program from IIM Ahmedabad.

Welcoming Hira on the board, Shivjeet Kullar, founder NFX Digital says, "I feel that since Mohit and I worked together many years back, his career has taken many interesting turns and he has worked across various industries. But curiously, his experience that straddles, digital, advertising and media makes him the perfect person to take the platform to the next level. He is, without doubt, our John Sculley!"

In an exclusive chat with afaqs!, Hira shares candidly , “Shivjeet and I were part of a startup (long before the term became fashionable) called Contract Advertising in Kolkata. We’ve lived our lives on the edge of both failure and success as we built an agency – along with so many others in the team – that went on to become an international brand in the WPP Group. And now, we’ve decided to kick-start another venture – one that connects brands with consumers in a very disruptive manner. All the experience gathered over the years working for glocal companies will now be harnessed to build a product out of India, for the world. What we know for sure is that it’s going to change the way brands operate; what we don’t know is how crazy this rollercoaster ride will be!”