Madison Media onboards Kumar Siddharath to lead its entertainment unit, Mates

Madison Media has announced the appointment of Kumar Siddharath to lead its entertainment unit, Mates. 

Mates now will be integrated within Madison Media and will focus on brand solutions including in-film associations, celebrity associations, and other ancillary services related to entertainment, content and branding. Siddharath will report to Vikram Sakhuja. Former Founder and CEO of Mates, Sooraj Bhalla has decided to pursue other interests.

With over 14 years of experience, Siddharath joins Madison Media with an understanding of content marketing, partnership and strategic alliances with a sharp focus on client servicing and business development. He has worked with companies like Endemol, UTV, Viacom 18, Reliance Broadcast Network, Optimystix Entertainment, and other production houses where he has produced big shows including Roadies and created AFPs for brands like  HUL, Hero, Idea and Woodland among other brands.  Apart from production houses, his exposure ranges from sectors like Broadcast (TV + Radio), to Films, to OTT, to Print and Events. He was also Director of Brand Solutions at Omnicom Media Group.

Prior to joining Madison, he set up his own eSport and gaming company Oreka eSports.

With a creative first and brand solution driven approach to all product requirements, he is able to bring a fresh perspective on the how, where and when aspects of acquiring and retaining new audiences for brands. He has also worked on brands like Daimler, Ford, HP Laptop and Hike over the years.

Sakhuja, Partner and Group CEO, Madison Media and OOH, “I am excited to have Siddharath join our team and provide our clients’ brands content solutions and further strengthen our Madison Media offering, all under one roof.”

Siddharath said, “I am excited to join Madison and look forward to creating a lot of interesting brand solutions that help our premium roster of clients create magic and meet their business goals.”