Aditya runs the MTV business in India, the cultural home to the millennial generation. Under his leadership, MTV has become the favoured destination for the creative community and fans alike. Having grown up on a heavy dose of psychedelic rock, he has carried that influence into his workplace. He often quotes ‘Music is synonymous with creativity and that will always be the soul of MTV’.
MTV has been driving a content revolution in India in many ways. Most recently, he has created a brand new extension, MTV Indies that reflects the rich subcultures at play in India. A marketer by education, Aditya has grown the MTV India franchise many fold by building connections between brands, content and viewers.
Prior to MTV, Aditya worked as the marketing manager for Coca-Cola India and was deeply involved in building brand partnerships with sport and entertainment.