Vineet Shah joins Raymond Lifestyle as head of omnichannel media

MUMBAI: Vineet Shah has joined Raymond Lifestyle Limited as head, omnichannel media, moving from Madison World where he spent the last four years and four months rising from general manager, west, to vice president, planning. It is a switch from agency to client side, and a bet by Raymond that the discipline built pitching and planning for some of India’s biggest advertisers can now be turned inward, on one of the country’s oldest fashion brands as it goes omnichannel.

Shah brings 14 years of experience, 10 of them on the agency side, and a client roster that reads like a highlight reel of Indian advertising: Amazon Prime Video, Disney Studios, Asian Paints, Marico, Godrej Consumer Products, Godrej Appliances and Tata Housing among them. At Madison World, as general manager, west, he led media planning and digital branding strategy for FMCG and consumer durables giants including Marico, Godrej Consumer Products, Godrej Appliances, Cipla Health and Asian Paints, running everything from annual media strategy to integrated marketing communications campaigns, while leading a team of more than 50 digital media experts and managing the P&L for the digital unit.

He also authored Madison World’s Digital Media Playbook for FY23-24, a document that set planning frameworks and guardrails for effective frequency, weeks on air, video versus static equivalence, measurement techniques and brand safety, and which the company credits with shaping its digital media thought leadership. Before that stint, Shah spent time at PivotRoots as associate media director, leading the digital media mandate for Amazon Prime Video across its movie and web series launches, and earlier still, as business director at Madison World, running the digital media mandate for Marico brands including Parachute, Nihar, Livon, Saffola and Set Wet.

His career also includes a spell as director, digital, at Mindshare, where he led digital media planning for Godrej Consumer Products brands HIT, Ezee and Aer, and an earlier run at PivotRoots as lead, client solution and media planning, working on global brands such as Amazon Prime Video, Disney Studios and Marvel Studios. Shah’s early years took in roles at Draft FCB Ulka, Resultrix, Netcore Solutions, People Interactive, Crimson Interactive and Dun & Bradstreet Information Services India, where he cut his teeth in campaign management and client servicing.

At Raymond Lifestyle, Shah takes charge of omnichannel media for a brand with a storied legacy now navigating a digital-first retail landscape, a mandate that will likely draw on the same playbook discipline and integrated media thinking he built over a decade on the agency side.

Announcing the move, Shah said he was pleased to share the news of joining Raymond Lifestyle Limited as head, omnichannel media, calling it a chance to be part of an iconic legacy brand in an omnichannel era, and describing the move as unboxing a new beginning full of exciting opportunities, experiences and learnings.