MAM
Essence India bolsters services & presence with three key appointments
Mumbai: Essence, a global data and measurement-driven media agency that is part of GroupM on Wednesday announced three new leadership appointments to strengthen its services and presence in India.
Based in Bengaluru, Bharati Joshi will lead the agency’s product offering as India vice president – product. Kunal Danda will head the agency’s Mumbai office as India vice president – client services. Based in Delhi, Vinish Mathews will lead the agency’s partnership with key client Google as India and Southeast Asia vice president- client services. All three of them will report to India managing director Sonali Malaviya.
“Bharati, Kunal and Vinish’s appointments are key in strengthening Essence’s India leadership team. I am delighted that we are able to attract exceptional talent who share and are excited about our vision to reimagine what is possible for India. I am looking forward to partnering with Bharati, Kunal and Vinish in their new roles, and driving continued growth for our people, capabilities, clients and business across India,” said Malaviya.
Joshi brings with her over 17 years of industry experience, joining from Initiative where she was assistant vice president, strategy and insights. Previously, she held practice and client leadership positions at GroupM’s Wavemaker and Maxus.
“Essence is currently in a very interesting space with a client roster of established as well as new age brands. Leading their growth charter with our differentiated products, platforms and thinking, all rooted in data, technology, analytics and creativity, is what I am really looking forward to doing. I am excited to head the charge for our product offering in India, along with the most talented and energised bunch of people in the industry,” said Joshi.
Danda comes with more than two decades of media and marketing experience in India and the Middle East, working at agencies such as OMD, Edelman and Digitas, and organisations such as DBS Bank, Energy Central, and Arab Insurance Group. Most recently, he served as a principal partner at Mindshare in Mumbai, heading digital media, integrated marketing, and business development.
“Essence’s industry-leading capabilities are rooted in data, analytics, and technology. Here, we also have brilliant talent with a special culture of testing and learning, collaboration, as well as integrated media strategy and planning, with client-centricity at the core of everything we do. I am incredibly excited to be part of the Essence family, and driving the next stage of growth for our Mumbai office,” said Danda.
With over 18 years of industry experience in China and India, Mathews joins from Mindshare, where he was most recently managing director, overseeing teams across Beijing and Shanghai. With a proven track record in leading client relationships across sectors such as e-commerce, fast-moving consumer goods, tourism, and vision care, his capabilities in strategic brand management, media investment planning, and communications campaign design have helped brands build immersive consumer connections using media.
“It is a privilege to have the opportunity to lead Essence’s relationship with Google in India and Southeast Asia, and drive the agency’s integrated media offering for all of Google’s business and consumer products in these markets. I am looking forward to collaborating with some of the smartest people in the industry,” said Mathews.
Brands
KITKAT India teams up with One Piece for anime-led campaign push
On-pack characters and digital film tap into India’s fast-growing anime wave
MUMBAI: KITKAT India has joined forces with the globally popular anime One Piece, rolling out a new campaign that brings fan-favourite characters onto its packaging in a bid to connect with India’s rapidly expanding anime audience.
The collaboration sees iconic characters from the series featured on KITKAT packs, adding a playful twist to the brand’s long-standing “take a break” proposition. By blending pop culture with confectionery, the campaign aims to make everyday breaks feel a little more adventurous.
The launch is anchored by a digital-first film released across YouTube and Meta platforms, supported by a broader push spanning outdoor media and interactive social content. The multi-platform rollout reflects a clear attempt to meet younger audiences where they already spend their time.
Nestlé India head confectionery business Gopichandar Jagatheesan said, “Anime is a rapidly growing genre in India, and we are excited to collaborate with one of the most popular shows, One Piece. Having championed breaks for decades, KITKAT now takes them to the next level, making every break more epic with the world of One Piece.”
The move comes at a time when anime is shifting from niche interest to mainstream entertainment in India, with brands increasingly tapping into its cultural currency to stay relevant with younger consumers.
By pairing a globally loved anime with an equally recognisable chocolate brand, KITKAT’s latest outing signals a simple idea with strong appeal. In a crowded market, even a small break can turn into a big moment when it comes with a side of fandom.
