Leading content

Digital media company Culture Machine has appointed Ruchir Joshi as content head. Joshi will be based in Mumbai and report to Sameer Pitalwalla, chief executive officer and co-founder, Culture Machine.

Joshi has over two decades of experience across television and digital media, making and syndicating content from India for a global audience.
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Digital mandate

MindShift Interactive has won the digital mandate for Universal Music India. The agency will leverage digital communication across social media platforms for Universal Music India and Universal Music Desi, and handle social media marketing, influencer relations, and media planning for both brands. With the success of new platforms and tools such as Instagram Stories and Facebook Live, MindShift Interactive will evaluate their adoption as well.
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Creative accounts

iProspect India, the digital performance agency from Dentsu Aegis Network, has bagged seven new accounts for its social media and creative mandate - Aditya Birla, Wildcraft, Ayurwin, ICICI Bank NRE Service, Max Fashion, Extramarks and Sunshine (Ashok Leyland) within the last month. While the ICICI Bank NRE Service and Aditya Birla accounts will be led out of Mumbai, Wildcraft, Ayurwin and Max Fashion will be led out of Bengaluru. Extramarks and Sunshine (Ashok Leyland) will be serviced from New Delhi and Chennai.
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