Ashish Bahl replaces Tresa Paul as CEO at DY Works

DY Works has announced the appointment of Ashish Bahl as CEO. Bahl has taken over from Tresa Paul who has moved out to pursue new opportunities.

With over 25 years of experience, he has worked with SABMiller India (now AB-Inbev), Neo Cricket and Sports, Mccann, Contract, JWT, Leo Burnett and O&M, where he’s worked with over 100 brands including Pepsi, Coca-Cola, MasterCard, Nestle, ESPN, SABMiller, Hero-Honda and many more.

Since 2017, Bahl has founded/co-founded three companies including The Happiness Project, 1418 (a platform for 14-18 year-olds) and Happinessperkm (India’s only motorcycling brand built by riders).

Santosh Desai, CEO & Managing Director, FutureBrands, said, “I’m thrilled to welcome Ashish on board. Ashish’s appointment signals the evolution of DY Works from building products and experiences to re-crafting and using design-thinking to find impactful solutions rooted in deeper belief systems. I’m excited about what’s yet to come and the change we’ll bring.”

Bahl said “I’m honoured to join an incredible team at DY. My key focus will be to use design thinking and semiotics to build purpose-driven brands. In this new phase at DY, we will expand the definition of design where we will build brands committed to human-centric business design. I look forward to this new journey and creating some fantastic work with the DY team.”

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