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Ashish Patil, currently senior VP - new ventures and GM - youth movies at Viacom18, will join Yash Raj Films to launch a new division that will produce films targeted at the youth.Patil has spent over 12 years at MTV, joining as marketing executive, growing to the level GM-creative and content, before being elevated to his current title. During his time at MTV, he led the launch and growth of many successful properties such as Roadies, Splitsvilla, On the Job and Youth Icon.
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Shorter attention spans have transformed the way content is being consumed and the brands are paying attention.
Sobhani is currently president and global chief creative officer at DDB Worldwide.
Move comes after Omnicom acquired IPG last week.
His career spans over two decades, and he most recently served as executive director and India head-creative at McCann Worldgroup.