Yash Raj Films (YRF) has found a new business and creative head in Ashish Patil. Patil will head the creative division that has been set up to focus on youth-centric movies. Patil, who joins YRF on April 01, will report to Aditya Chopra, vice-chairman.
Patil seems all charged up about this new development. "Yash Raj Films is almost a university of filmmaking, with legendary expertise. Aditya Chopra had a vision of creating a youth studio label concentrated on youthful movies; and now, my passion about making movies takes me to Yash Raj. I have been part of the team, when MTV did some wonderful work for Yash Raj Films in the past. The same relation has culminated into a fruitful association."
Patil started his career in 1992 as a copywriter in advertising; thereafter, he went to a business school to major in marketing. In 1994, Patil joined Lowe Lintas India (formerly known as SSC&B Lintas) in account planning and strategy. His stint with Lintas lasted for almost four years.
The turning point came in 1998, when Patil joined MTV, and continued there for a good 12 years. He started in the marketing section at MTV, especially in divisions such as consumer, trade, and sponsorship.
He also worked in sections such as talent artist relations and music programming, show production, promos, content and creative responsibility. For the past four years, Patil was involved in looking after the P&L of the channel.
Patil was witness to the repositioning of the MTV brand last year. Also, under Patil's guidance, MTV properties such as Roadies and Splitsvilla climbed the popularity charts, due to a well-planned strategy by the MTV team.