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Hike appoints Vidur Vyas as VP, Marketing

Sumit Mehra joins as Studio Head. Vyas will be spearheading Hike’s marketing initiatives, while Mehra will be responsible for driving game strategy

Hike appoints Vidur Vyas as VP, Marketing

Sumit Mehra joins as Studio Head. Vyas will be spearheading Hike’s marketing initiatives, while Mehra will be responsible for driving game strategy

BestMediaInfo Bureau | Mumbai | August 20, 2015

(L) Vidur Vyas and Sumit Mehra (R) (L) Vidur Vyas and Sumit Mehra (R)

Hike Messenger has roped in Vidur Vyas as Vice-President, Marketing. Sumit Mehra joins as Studio Head. Both Vyas and Mehra will be reporting to Kavin Mittal, CEO & Founder, Hike.

Vyas will be spearheading Hike’s marketing initiatives, brand positioning and strategic alliances, while Mehra will be responsible for driving game strategy, development and production.

Kavin Bharti Mittal Kavin Bharti Mittal

Speaking on the appointments, Kavin Mittal said, “I'm excited to add Vidur and Sumit to our leadership team. It’s great to see such strong leaders in the industry share our vision to bring India online. I look forward to working with them and leveraging their experience to build Hike into a world class product and a brand that is loved by millions in India.”

With a career spanning over 18 years, Vyas was Senior Director of Marketing at PepsiCo India. He brings extensive experience in brand building and was responsible for driving nutrition and beverage portfolio for PepsiCo India. He led health and wellness initiatives for PepsiCo and launched Quaker Oats in India. He also led the integration of Tropicana with Brand Slice. Additionally, he was responsible for building campaigns for brands like Lay’s, Kurkure’s ‘Tedha Hai Par Mera Hai’, Kurkure family campaign, and Lay’s Flavor World Cup, among others. He has also worked at Accenture Consulting and Colgate Palmolive in the past.

On assuming the role, Vyas said, “Hike is a fun, innovative and culturally relevant brand. I am excited by the opportunity to connect India online in a fun way and Hike is uniquely positioned to capture that opportunity.”

Mehra started working as a game developer in 1999, and later went on to work with companies like Microsoft Games Studio, EA Games, Jump Games and Zynga. Before joining Hike, he was GM of the New IP division at Zynga and was responsible for the launch of Zynga India’s maiden New IP game – ‘Hidden Shadows’.

Mehra added here, “Great games make people smile and for game developers that’s the final goal. When I met Kavin and heard his vision of a digitally connected India, I saw an opportunity to deliver millions of smiles a day. He and his team are doing some amazing work with Hike Messenger and I’m excited to partner with them to bring great game experiences on Hike. For me there can’t be a bigger challenge and a more exciting mission to do this here in India and for India.”

Hike has been operational in the gaming space for over two years with its studio Tiny Mogul Games launching more than 12 games for Android, including ‘Shiva: The Time Bender’, which was one of the first Indian games to be featured by Google Play globally, and ‘Dadi vs Jellies’, which won the Game of the Year award at the Nasscom Game Developer Conference in 2014.

The company is looking at beefing up its presence in the high-growth IM space at the back of its recently announced integration with Hoppr and Tiny Mogul.

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