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Madison Media names Kumar Siddharath as the new head of entertainment arm Mates

Mumbai, India – Madison Media, the independent media agency in India, has appointed Kumar Siddharath, former director of brand solutions at global media network Omnicom Media Group (OMG), as the new head of Mates, the agency’s entertainment unit. 

Mates focuses on brand solutions including in-film associations, celebrity associations, and other ancillary services related to entertainment, content, and branding.

With over 14 years of experience, Siddharath joins Madison Media with a multi-faceted understanding of content marketing, partnership, and strategic alliances with a sharp focus on client servicing and business development. He has also worked with companies like Endemol, UTV, Viacom 18, and Reliance Broadcast Network, as well as production houses where he has produced big shows. 

Apart from production houses, Siddharath’s exposure ranges from sectors like broadcast, films, OTT, and print, as well as events. Prior to joining Madison, he has also set up his own esports and gaming company Oreka eSports. Siddharath has also worked on brands like Daimler, Ford, HP Laptop, and Hike over the years.

Commenting on his new role, Siddharath said, “I am excited to join Madison and look forward to creating a lot of interesting brand solutions that help our premium roster of clients create magic and meet their business goals.”

Meanwhile, Vikram Sakhuja, the partner and group CEO of Madison Media & OOH, commented, “I am excited to have Siddharath join our team and provide our clients’ brands content solutions and further strengthen our Madison Media offering, all under one roof.”

In August, Madison Media has also announced the elevation of Vandana Ramkrishna to the role of chief operating officer for its business unit, Madison Media Ace, where she will be overseeing the Kolkata operations of the agency, along with her Mumbai set of businesses.