Moves and Wins: Week of 3 November

BharatPe appoints Shilpi Kapoor as head of marketing

BharatPe has appointed Shilpi Kapoor as Head of Marketing. She will lead brand strategy, integrated marketing, and digital growth for the fintech company, collaborating with the leadership team to drive expansion and strengthen market presence.

Kapoor joins from Airtel Payments Bank, where she served as Chief Marketing Officer and helped position the company among India’s leading digital banking players. She created the “Safe Second Account” category and scaled monthly transacting users beyond 100 million, contributing to higher customer engagement and brand trust.

With more than two decades in marketing, Kapoor has held senior roles across American Express, Renault, Godfrey Phillips, Bharti Airtel, and Coca-Cola. Her experience spans brand launches, data-led marketing, and consumer insights. At American Express, she led the “Don’t Live Life Without It” campaign, while at Renault, she managed the launch of Renault KWID and oversaw integrated campaigns that built strong brand recall.

Nalin Negi, CEO of BharatPe, said Kapoor’s appointment will support the company’s focus on building a trusted and relevant financial ecosystem for merchants and consumers. Kapoor said her goal is to build a brand that is trusted and culturally relevant, helping BharatPe strengthen its role as a financial growth partner for millions of Indian users.

Mobavenue adds Microsoft’s Ben John to advisory board

Mobavenue has appointed Ben John, vice president of engineering at Microsoft AI, to its Advisory Board. In this role, John will advise on AI-led innovation, deep-tech architecture, and go-to-market strategies to strengthen Mobavenue’s global operations.

John has more than 20 years of experience building large-scale technology and advertising platforms. At Microsoft, he leads the AI CoPilot data platform, developing personalised AI experiences for consumers and enterprises. Previously, he served as chief technology officer at AppNexus, led its merger with AT&T, and co-founded Xandr. He was instrumental in Xandr’s sale to Microsoft in 2022, where he helped integrate Microsoft Ads and develop the Microsoft–Netflix advertising partnership. He holds a Ph.D. in Computer Science specialising in machine learning and big data mining and also founded the Invest to Impact Network Foundation (ITOI), a non-profit focused on technology for social good.

John said Mobavenue’s clarity of vision and rapid innovation reflect its commitment to solving real-world problems with AI and data. Ishank Joshi, managing director and chief executive officer, Mobavenue, said John’s appointment validates the company’s global ambitions and will strengthen its innovation and partnership agenda as it expands from India to international markets.

Criteo appoints Edouard Dinichert as chief customer officer

Criteo has named Edouard Dinichert as chief customer officer, effective 1 December 2025. Based in New York City, he will report to chief executive officer Michael Komasinski and lead global sales and operations for Criteo’s Performance Media business.

Dinichert will focus on driving commercial growth and client success across the company’s global network. He said Criteo’s two-decade focus on measurable performance positions it uniquely to connect all aspects of commerce through AI and data-driven insights.

With more than 20 years in advertising and technology, Dinichert most recently served as Chief Revenue Officer at TripleLift, where he expanded creative SSP offerings across retail media, CTV, and curated data solutions. He was also part of the Office of the CEO between July 2024 and January 2025.

Before that, Dinichert spent over a decade at Amazon, where he launched Amazon Advertising in France and later led the global Ad Tech Sales & Services organisation. His work spanned Amazon DSP, Amazon Ad Server (formerly Sizmek), and Amazon Marketing Cloud, integrating privacy-aware solutions across CRM, media, and analytics. His appointment underscores Criteo’s continued focus on performance-driven innovation and strengthening client relationships globally.

Altamash Khan joins Pantaloons as head of media and digital marketing

Aditya Birla Fashion and Retail Ltd. (ABFRL) has appointed Altamash Khan as head of media and digital marketing for its fashion retail brand Pantaloons. The appointment comes as Pantaloons expands its digital footprint and brand engagement across India.

Khan brings over 15 years of experience in digital transformation and marketing. He joins from Raymond Lifestyle, where he led digital initiatives across the company’s fashion brands, driving growth through data-led strategy, influencer collaborations, and content marketing.

Prior to Raymond, Khan managed digital marketing for Kellogg’s India, overseeing integrated campaigns and brand engagement. He also worked with Godrej Consumer Products, where he played a key role in advancing digital adoption and data-driven marketing.

Khan’s work has received over 60 industry awards, and he has served as a juror and speaker at leading advertising and marketing events. His appointment is expected to strengthen Pantaloons’ digital presence and reinforce its consumer engagement strategy in an increasingly competitive retail landscape.

KidZania India appoints Piyush Patkie as Head (West) for strategic brand partnerships

KidZania India has appointed Piyush Patkie as Head (West) for strategic brand partnerships. In his new role, Patkie will lead brand partnerships and revenue growth, focusing on expanding sponsorships and developing experiential marketing collaborations with brands.

Patkie brings over 15 years of experience in the media and entertainment sector, with expertise in brand solutions, integrated sales, and digital innovation. He has worked with Zee Entertainment Enterprises, Network18, and Radio Mirchi, where he led branded content, IP sponsorships, and multi-platform marketing initiatives.

Tarandeep Singh Sekhon, chief business officer, KidZania India, said Patkie’s experience will help the company strengthen its brand partnerships and create new opportunities for engagement. Patkie said he looks forward to building brand collaborations that merge learning with entertainment and deliver memorable experiences for families.

First Sight wins Killer Jeans’ performance marketing mandate

Integrated growth agency First Sight has secured the performance marketing mandate for Killer Jeans, a leading denim brand under Kewal Kiran Clothing Ltd. (KKCL). The agency will oversee digital growth across Meta and Google, managing paid media strategy, creative performance campaigns, and data-led funnel optimisation to scale Killer’s D2C business.

The account will be serviced from First Sight’s Bengaluru office with a team specialising in media buying, analytics, and CRO. Founders Akshay and Deepak Khirodwala aim to accelerate Killer’s digital journey, while the brand’s Pankaj Ji highlighted the agency’s balance of performance and storytelling. First Sight’s portfolio includes Nike, Aditya Birla, Smoor Chocolates, Two Brothers Organic Farms, Sri Sri Tattva, and TruNativ.

Richa Vaidya joins T-Series as deputy general manager – music marketing

T-Series has appointed Richa Vaidya as deputy general manager – music marketing. With nearly 12 years of experience, she joins after a 2.9-year stint at JioHotstar (formerly JioCinema), where she led digital-first marketing for original series and major campaigns. At T-Series, she will focus on shaping the next phase of music marketing. Her previous work has earned recognition from ET Kaleido, India Digital Awards, Adgully Awards, and Viacom18 MAD Awards, reflecting her track record in driving impactful content strategies.

Kult appoints Adyasha Roy Tomar as head – creative and brand communication

Kult, a beauty-tech platform, has appointed Adyasha Roy Tomar as head – creative and brand communication. With over 12 years of experience, Tomar has crafted campaigns blending culture, commerce, and identity across television, digital, print, and experiential media. Her portfolio includes work for Anmol Jewellers, Daawat, Taco Bell, Air India, and British Airways. At Kult, Tomar will lead creative strategy and narrative development, working with product, tech, and marketing teams to strengthen the brand’s inclusive, intelligence-led beauty positioning.