MAM
Aditya Mehendale promoted as national creative director at Schbang
Mumbai: Digital marketing agency Schbang has promoted Aditya Mehendale as national creative director, according to his LinkedIn profile.
In this new role, Mehendale will oversee the creative products in India for the agency. He will be also responsible to maintain synergies across both North and South zones in India.
He joined Schbang as a creative strategist six years ago. He was earlier the creative director of the agency.
Mehendale crafted various communication strategies for brands such as Fevicol, Amazon Prime Video, Ashok Leyland, Mattel, Castrol, Jio, and Raw Pressery.
“Aditya is a brilliant creative mind and has proven time and again his ability to understand the customers’ requirements and translate them into a fine creative product,” said Schbang’s founder Harshil Karia, as quoted by media reports. “The work that Schbang has done over the last seven years has had his touch on it. I am delighted with the celebration, it’s a growth story that means a lot to us. We wish Aditya all the best in this new role,” he added.
Speaking on his new role, the media reports quoted Mehendale saying, “It’s been awe-inspiring to be part of a journey that has taken us from being a fledgling agency seven years ago to one of the most dominant independents in India. “As I step into the big shoes of overlooking our entire India creative portfolio, I thank Schbang for its unshaken faith and confidence in me and intend to do my best to strengthen our position as an India-born creative powerhouse.”
Brands
Primus Partners appoints Akasa Air co-founder Neelu Khatri as independent director
Veteran aviation and defence professional joins as independent director
NEW DELHI: Primus Partners has appointed Neelu Khatri, a founding member of Akasa Air, as an independent director, strengthening the consulting firm’s board as it prepares for its next phase of growth.
Khatri brings more than three decades of experience across defence, aviation, aerospace technology and consulting. She was part of the core team that helped build Akasa Air from concept to launch, contributing to what has been widely described as one of the fastest airline scale ups in recent aviation history.
At Primus Partners, she will provide strategic guidance on corporate governance and help steer the firm’s long term growth plans. Her experience of building a start up into a full scale organisation is expected to support the consulting firm as it expands its footprint.
Primus Partners co-founder and chairperson Davinder Sandhu, said the appointment brings valuable expertise to the board. “Neelu’s journey across defence, aviation and consulting brings a rare blend of operational insight and strategic thinking. Her experience in rapidly scaling Akasa Air will be invaluable as we continue to grow while maintaining a strong focus on corporate governance,” he said.
Primus Partners, an India headquartered management consulting and solutions firm, has emphasised governance and board oversight since its early days. The company has also taken an unconventional approach by inviting its Gen Z employees to attend board meetings so that younger perspectives can contribute to discussions.
Speaking on her appointment, Khatri said the consulting sector is entering a transformative period shaped by emerging technologies. “The industry is evolving rapidly with the rise of AI. This is an exciting moment for an Indian origin consulting firm like Primus Partners to expand its product offerings and strengthen its presence globally,” she said.
She added that as the firm pursues ambitious expansion plans, her focus will be on ensuring strong governance frameworks and effective risk management as the organisation scales.
