has joined Interaction, the digital agency of Group M, as managing partner in New Delhi in the first week of December. He replaces Tushar Vyas, who was national director at Interaction.
Commenting on his role at Interaction, Mahendru says, "I will be involved in making digital media more integrated into the overall media planning of all our clients and get more money moving into the digital side of media". He adds that he will also be a part of process of educating both internal partners and clients about the benefits of digital media.
Interaction has seen a lot of churn in recent days at both the senior and middle levels. Tushar Vyas and Sanchit Sangha (ex-business director) have joined SureWaves, a media convergence company, as vice-president for business solutions and associate vice-president for business solutions, respectively. Anuj Dahiya, also an ex-business director with Interaction, has joined ValueFirst, a mobile data services company, as its country head.