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YAAP appoints Smriti Shadra as director-content

She will report to Deepak Singh, chief creative officer, YAAP.

YAAP, a Rainmaker backed venture has roped in Smriti Shadra as director-content. Smriti will be based out of the Mumbai office and will report directly to Deepak Singh- Chief Creative Officer, YAAP.

YAAP is a rapidly growing multi-specialized digital content marketing and design company that covers the life cycle of content from creation to amplification.

Smriti has worked with agencies such as Grey Worldwide, JWT, Leo Burnett, Dentsu India Group and The Social Street. During her previous tenures, she has worked on brands like DHL, Star, MRF, Britannia, Maruti Suzuki, Max Healthcare, Airtel, The Indian Express, Fortis Healthcare, Madhya Pradesh Police, SBI Cards, Twinings, MOHAN Foundation and Alzheimer’s and Related Disorders Society of India.

Deepak Singh, Chief Creative Officer at YAAP, said, "Smriti is one of the young and upcoming talents in the industry; with a rare body of work spanning across multiple mediums. We are happy to have her on board. I am confident that she will play an integral role in raising the bar of our creative output, while leading a team of people from varied backgrounds.”

Commenting on her new role, Smriti Shadra, added, “Deepak is very clear about the vision that he has for YAAP, and I am more than happy to be a part of it. Advertising today is continuously changing, so the need of the hour is to evolve with the times. This will surely be an interesting move, as it’ll help me explore a dynamic medium like digital in combination with design. I'm certainly looking forward to pushing the boundaries and creating some path-breaking work with Deepak.”