Mudra’s Kidstuff Promos & Events appoints Jai De Costa president

With growth and expansion on its mind, Mudra’s Kidstuff Promos & Events has roped in Jai De Costa as president. He moves from Tata Sky where he was the business head for the Pay Per View and Games business. De Costa will work closely with Kidstuff’s founder and chief executive officer, Pankaj Wadhwa, and the senior Mudra Group management team in driving Kidstuff’s growth agenda.

Wadhwa will continue to play a strategic role and assume larger responsibilities within the Mudra Group. Kidstuff Promos & Events is a promotional marketing services company. It is involved in below-the-line activities to promote and expand the reach of various brands.

Says Wadhwa, “A lot of growth is happening and we are growing at 150 per cent in the last few years. Jai will manage growth and will come in handy for the various expansion plans that we have in mind.”

Clients such as Pepsi, Motorola, ITC Foods, Hindustan Lever, Intel and Disney Channel have been on Kidstuff's rolls. It has also been entering new domains such as trade marketing and channel management in recent years.

De Costa is an alumnus of the 1999 batch of IIM Bangalore. He began his career with ITC as an area sales manager. In fact, he even rolled out a dotcom called smartcc.com. (he reveals the dotcom has now been sold off, but refuses to reveal the name of the company). De Costa joined Radio Mirchi in 2002 and continued working there till February 2006, when he joined Tata Sky.

Says De Costa, “This is more exciting. The growth in the activation and promotions business has been meteoric over the last few years. Promotion is fairly unorganised in India currently. Besides managing the business, my role requires me to come in and do a lot of stuff related to promotion and trade. A large number of professionals are joining this industry and, if you’re interested in this space, Kidstuff is the place to be.”

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