Rai Choudhuri has joined Tribal DDB, the digital arm of Mudra Advertising, as executive creative director. He will report to Bobby Pawar, national creative director, Mudra.
Choudhuri has moved from JWT Delhi, where he worked as associate vice-president and handled the creative work for the Pepsi brands.
According to Choudhuri, "I will look after the creative duties of all the digital clients handled by Tribal DDB. My special mandate at Tribal is to explore the digital space and create more engaging campaigns for its clients."
This is the first time Choudhuri has joined a digital agency during his more than 12 years in advertising. Earlier, he worked on offline campaigns for various brands such as Pepsi, Coca-Cola, Godrej, SBI, UTI, VIP and Phillips, both in India and abroad.
Choudhuri started his career as a copywriter with FCB-Ulka Mumbai in 1993. Later, he worked with agencies such as McCann-Erickson Mumbai and JWT Mumbai. Outside India, he worked with DDB in Saudi Arabia on brands such as Saudi Arabian Airlines and Clorox bleach. He also worked with McCann in Indonesia, heading the creative team. Before joining JWT Delhi, Choudhuri was heading the creative team of DDB in Indonesia.
On the evolution of digital advertising in India, Choudhuri says, "Digital advertising is a latecomer in India, but it will see exponential growth. India is still an evolving market, where consumers are taking their own time to get aware about the digital medium."