Milind Pathak joins Madhouse India as COO

Madhouse, a mobile marketing and communications company, has announced the appointment of Milind Pathak as COO. He will report to Joshua Maa, founder and CEO, Madhouse, and to Tushar Vyas, managing partner, GroupM Interaction, South Asia.

Pathak will be based in Gurgaon.

Prior to joining Madhouse, Pathak was a part of the leadership team at One97 Communications, where he held the following roles: global head of new business and head of mobile and enterprise marketing.

He has over two decades of experience in sales, business development, marketing, strategy and P&L management. His expertise lies in the areas of mobile VAS, marketing and advertising, content, mobile CRM and m-commerce.

Pathak moved to the digital domain in 2005 when he joined Buongiorno (a Hong Kong based mobile entertainment and mobile value added services company) as co-CEO and country manager. He was responsible for setting up the company's successful operations in India.

He has been an active digital evangelist in the Asian market for mobile content, marketing and m-commerce.

Speaking on his appointment, Joshua Maa says, "India continues to be a priority market for us and we look forward to working closely with Milind as he steers Madhouse India into its next phase of growth."

Tushar Vyas, says, "Milind comes with rich experience from the telecom industry and brings with him an understanding of mobile marketing, content and commerce, across the consumer and enterprise segments. We are confident he will help our clients to seamlessly integrate mobile advertising into their marketing strategies."

"Over the last two years, I have watched Madhouse emerge as a thought leader in a dramatically changing media environment. I believe we have tremendous headroom for growth in the mobile marketing and advertising domain in India. In the next three years India will have 400 million mobile internet users, who will spend disproportionate time on handheld devices," states Pathak.

Madhouse India is a joint venture between WPP and Madhouse China and is managed by GroupM India.

Some of the brands Madhouse works closely with include HP, Intel, Coke, KFC, Unilever, Volkswagen, and agency groups such as GroupM, Aegis, OMG, Vivaki (and their associated agencies).