Amardeep Sanadhya joins Mirchi as VP and regional IP director, west and central zone

AHMEDABAD: Twelve years at one organisation is a rarity in Indian media sales, where talent typically moves every two to three years chasing the next title. Amardeep Sanadhya has just broken that streak, but not before building an unusually deep bench of experience within it. He has joined Mirchi as vice president and regional IP director for the west and central zone, taking full ownership of impact properties and profit and loss across Gujarat, Rajasthan and Madhya Pradesh, based out of Ahmedabad.

The move caps a twelve-year run at Optimal Media Solutions, the Times Internet division formerly aligned with BCCL, where Sanadhya rose from assistant manager to deputy chief manager and cluster head for Gujarat. His most recent brief there involved complete branch profit and loss ownership across the state, alongside ideating and executing flagship intellectual properties including Ahmedabad Times Fashion Week, Academia, the Times Education Expo, and Times Live music concerts, precisely the kind of large-scale event and branded content experience that translates directly into the impact properties mandate he now carries at Mirchi.

Before that, Sanadhya spent over five years heading the Baroda and Surat branches, running team management, revenue generation and P&L for both markets while designing customised media solutions across print, TV and online for a broad base of regional and corporate clients. Two years as deputy manager for media solutions in Surat, and a further stint as assistant manager before that, rounds out a career built almost entirely inside Gujarat’s media and advertising ecosystem, giving him rare on-ground depth in markets that many national platforms still struggle to crack.

His earlier stops add useful texture too. Sanadhya spent close to two years at Reliance Broadcast Network as senior sales account manager, followed by senior officer at the Times of India in Vapi, and senior executive at Dainik Bhaskar before that, a genuine cross-section of print, broadcast and digital sales experience gathered well before the Times Internet chapter even began.

For Mirchi, the hire brings a leader who has spent over a decade turning branded content and live events into revenue across some of west and central India’s toughest markets, exactly the muscle needed to scale impact properties across three states at once.