'Reader's Digest' brings Books and Home Entertainment to India; Manas Mohan joins as marketing head

'Reader's Digest', published by the India Today Group, has floated a new division in India called Reader's Digest Books and Home Entertainment (RDBHE). This division was earlier based in Singapore and has been set up in India only recently.

Besides 'Reader's Digest' magazine, which is a monthly general interest magazine published in 50 editions and 21 languages, the company's BHE division publishes reference books (history, geography, religion, computers, etc.), recorded music, home video products and series, and special interest magazines such as 'Write Better Speak Better' and 'Laughter the Best Medicine'. In total, the division has 40 products.

It is learnt that Manas Mohan, vice-president and branch head, Wunderman, Mumbai, has been engaged as head of marketing. He will report to Ashutosh Bishnoi, managing director, RDBHE.

Mohan has spent most of his career in direct marketing and he has developed techniques and strategies to build a larger customer base. He started his career in 1993 with Result McCann and, four years later, joined Discovery Channel. He stayed with the channel till 2001 and then worked with Webdunia.com for a year. After that, he worked with Lintas Direct for two years.

At RDBHE, Mohan will work on various pathways and use his direct marketing experience to build a stronger customer base.

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