Tonic Worldwide has appointed Anjali Malthankar as its National Strategy Director in India. Malthankar brings with her 14 years of experience in the advertising industry, developing deep insights, building brands and understanding the art of decoding human behaviour. Prior to Tonic, she has worked with various agencies such as Ogilvy and Mather, Law and Kenneth, DDB Mudra, Leo Burnett Orchard and Madison BMB. In her last full-time stint, Malthankar had been an independent consultant for leading advertising and research firms and was leading strategic planning at Madison BMB three years ago.
Malthankar has nurtured various FMCG brands throughout her career, including Ponds, Huggies, BeBeautiful, Clean and Clear, ITC Skincare, Go Air, HyperCity, Godrej Nature’s Basket, Jo and Doycare soaps, Tata GoldPlus, Ferrero Rocher, Prince Pipes, Sri Sri Tattva and Reliance Retail. She has also worked on qualitative research studies for MAC, Star Plus, Star Pravah, Emami Male Grooming, Jay Tea, BigRock.com, Fazlani Foods, Godrej Nupur, among others.
Commenting on the new appointment, Chetan Asher, Founder & CEO, Tonic Worldwide, said, “We are delighted to have Malthankar on board with us. Malthankar fuels our ambition to build communication that is human centric and her deep understanding of Indian consumers and cultural insights will balance our tech-led future-focused approach.”
Talking about her new assignment, Malthankar says, “I am excited about sharing, learning and working with the young and energetic talent and proud to be part of a great leadership team. I really admire their people-centric approach in an industry where there is a high attrition rate and client relationships are short-term. Looking forward to shaping brands and cracking insightful work in a fast-paced digital world.”
Malthankar has also authored a few knowledge pieces namely, Impact of social and new media on Gen2020, 5 Avatars of Indian women (As a daughter, wife, mother, daughter-in-law, mother-in-law) and Emerging trends in Beauty.