afaqs! news bureau

Amee Sanghvi dons creative hat for INX Studio

Sanghvi has been appointed vice-president and creative head of INX Studio

INX Media has roped in Amee Sanghvi as vice-president and creative head for INX Studio. INX Media owns three channels: general entertainment channel 9X, music channel 9XM and English news channel NewsX. INX Studio is responsible for the in-house promos, logos and designs for all three INX media brands.

Prior to joining INX Media, Sanghvi was creative director at DDB Mudra. She says, “There seem to be plenty of challenges and excitement at INX Media. Working at the organisation and heading its creative arm is easily comparable to setting up a new creative shop. I am excited about working with a well recognised and growing media identity, which has an experienced person like Indrani Mukerjea as a guide and leader.”

Amee Sanghvi dons creative hat for INX Studio
Amee Sanghvi
Sanghvi will report to Anthony Pettifier, group director, brand and communications, INX Media. Talking about the responsibilities she is expected to bear, she says, “The idea is not to see the three channels of the brand as individual properties. Instead, the vision is to look and work for all three of them as one identity, with the aim of increasing the bar for creative work within INX Media as a network.”

Sanghvi has 13 years of experience in the advertising industry. She has expertise in the building and branding of various brands, having worked with advertising agencies such as Mudra Mumbai, DraftFCB Ulka, O&M, Rediffusion DY&R and Leo Burnett. During her long stint in the world of advertising, Sanghvi has worked on brands such as Ponds, Johnson & Johnson, Coca-Cola, Amul and Zodiac.

Why is she moving from advertising to television? “Well, I believe a crossover does not amount to moving away from the creative field as such. When one is with an advertising agency, one works on products and brands. Here, too, I am taking up the larger responsibility of leading a big media brand, ensuring that the creative output at INX Media is unrivalled and makes people stop and say, “Wow!”