Manan Mehta joins YRF as VP-marketing

Yash Raj Films (YRF) has brought in Manan Mehta as VP, marketing. Mehta will join the company on 1 April 2015.

Mehta moves from Razorfish where he was head of business, India and senior vice president. He will report to Aditya Chopra, vice chairman, YRF.

Speaking with Campaign India, Mehta said, "I believe movie marketing is really an exciting space. There is one complex and dynamic product - call it film or a brand. You have about four to five weeks to market it - or build that brand. And its shelf life is defined by the first three days at the box office (Friday, Saturday and Sunday). The challenge is all about finding that fine balance between chasing a larger audience base for the box office numbers that are paramount to the business and wooing the core audience without putting them off. Secondly, there's a huge opportunity to build the film (brand) way before it launches as digital and mobile allows you that clear opportunity now. And lastly, how does one look at giving a complete experience of the film to the audience across offline, online and on–ground. Putting all these pieces together sounds very exhilarating and I am looking forward to it."

Before Razorfish, Mehta was founding member and managing partner at Taproot. He has also worked with Leo Burnett.