Basu has been with Contract Advertising for over three years, before which he worked at Saatchi for eight years. Earlier, he worked with Grey Worldwide for eight years, making his overall industry experience almost two decades long. At Grey, he worked across the agency's offices in Kolkata (where it all began soon after Basu completed Class 12), Colombo, Mauritius and Mumbai.
Sent via email on Saturday evening, STAR India's official statement regarding Basu's appointment reads: "His vast experience will strengthen STAR India's efforts to create an unparalleled resource pool within the network by appointing talented professionals from diverse business domains."
On his appointment, Basu says in a press statement, "After a rather long stint in the advertising world, I decided to focus my creative efforts on content. Star, with its rich canvas of content and its appetite for innovation, offers a great opportunity to further strengthen the creative foundations I built during my years in advertising."
Last month, Basu was part of the Direct Lions jury at the International Festival of Creativity at Cannes.