Rachit Rach steps up as account manager for TV activation at Dentsu Global Services

Television is changing shape, and Rachit Rach has changed with it. The Mumbai-based media operations specialist has stepped into the role of account manager, TV activation at Dentsu Global Services, a promotion that arrives after two years and five months of grinding through the finer points of Linear TV and CTV campaign delivery at the firm. This is the kind of move that rewards patience, precision and a genuine appetite for a business in flux.

Rach’s brief now spans the full sweep of television advertising, old and new. On the linear side, that means TVR validation, spot-level execution, inventory coordination, reach and frequency analysis, audience delivery and pacing, the unglamorous plumbing that keeps campaigns honest. On the connected side, it means building and running CTV and programmatic workflows across platforms including Amazon DSP and The Trade Desk, with a sharp eye on impressions, reach, frequency, CPM, CTR, and video completion rates. Few roles demand fluency in both the analogue past and the programmatic present of television, and Rach has built precisely that.

The road here was not a straight line, which perhaps explains the range. Before rising to senior analyst, TV activation, and then account manager, Rach spent three years as an associate at MediaMint, where he worked the Walt Disney account across FX, FXX, FXM, National Geographic and their sister channels. Before that, he logged over five years as a content manager at SPINTV and put in a further stint at RoshanSpace Brandcom handling media planning and vendor negotiations. Each posting added a layer, planning, content, operations, analytics, until a rounded media operator emerged.

What comes through most clearly is the appetite for process. Rach speaks of standardising reporting, tightening quality control and turning campaign data into decisions rather than just dashboards, themes that recur across every stop on his CV. That instinct for operational rigour, paired with hands-on exposure to DSP platforms and audience targeting, is exactly what agencies need as clients push spend from linear slots into addressable, data-driven inventory.

Rach was quick to credit Eashwar Tanneru for the guidance along the way, a nod that speaks well of him as television’s advertising business keeps sprinting toward a connected, programmatic future. It is a promotion earned in the trenches, and it looks like a sound bet for both Rach and Dentsu.