Manisha Tripathi to head SMG's LiquidThread in India

LiquidThread is Starcom MediaVest Group's all-screen content practice. She has more than 15 years' experience in content creation, strategy and business development

BestMediaInfo Bureau | Delhi | March 12, 2012

LiquidThread has announced the appointment of Manisha Tripathi as National Director. She will report to CVL Srinivas, Managing Director, LiquidThread, Asia-Pacific, and Malli CR, CEO, SMG India. She takes charge today and will be based in the Gurgaon office of the agency.

LiquidThread is Starcom MediaVest Group's all-screen content practice. In line with the network's digital, open source approach, LiquidThread has increased the scale and innovation of SMG's content creation, moving beyond branded entertainment to create communities, conversations and advocates for brand properties.

Tripathi has more than 15 years' experience in roles spanning content creation, strategy and business development. She began her career with TV18 where she produced, directed and scripted stories for shows such as India Business Report and Amul India Show. She was part of the core programming team at Star Plus between 2000-2004 and worked on several successful shows including Khullja Sim Sim, Kya Masti Kya Dhoom, Kisme Kitna Hai Dum, Sonpari. Kyunki Saas Bhi…, to name some.

Tripathi was also closely associated with the strategy, planning and content development at Tata SKy during its launch phase. In her stint with BigFM, she was station director, Goa, where she developed, launched and ran the state's first privately owned FM station. She later became station director in Delhi. Most recently, Tripathi was associated with Alva Brothers Entertainment, first as President - Miditech, producing shows for a range of channels, and later with Real Lifestyle Broadcasting.

Confirming the appointment, Srinivas said, “Manisha has been at the cutting edge of content creation and brings the right blend of creativity and business focus. Her coming on board will help us accelerate the growth of our branded content business.”

Commenting on her move to LiquidThread, Tripathi said, “I'm delighted to join LiquidThread and excited about creating brand inspired content that reaches out, connects, engages and interacts with consumers across different screens, generating valuable experiences.“

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