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Pepsico India’s Vidur Vyas joins Hike as VP marketing

MUMBAI: Hike messenger has announced the appointment of Vidur Vyas as vice president of marketing. He moves in from Pepsico India where he was senior director of marketing.

In his new role, Vyas will be spearheading Hike’s marketing initiatives, brand positioning and strategic alliances.

Incidentally, a Times of India report today mentioned that five senior executives of PepsiCo India including Vyas have resigned from the company, joining a stream of colleagues who have left the MNC’ s local arm following a change in corporate strategy.

Meanwhile, Hike has also appointed Sumit Mehra as studio head. He will be responsible for driving game strategy, development and production. Both Vyas and Mehra will be reporting to Hike founder and CEO Kavin Mittal.

Mittal said, “I’m excited to add Vidur and Sumit to our leadership team. It’s great to see such strong leaders in the industry share our vision to bring India online. I look forward to working with them and leveraging their experience to build hike into a world class product and a brand that is loved by millions in India.”

Vyas said, “Hike is a fun, innovative and culturally relevant brand. I am excited by the opportunity to connect India online in a fun way and Hike is uniquely positioned to capture that opportunity.”

Mehra added, “Great games make people smile and for game developers that’s the final goal. When I met Kavin and heard his vision of a digitally connected India; I saw an opportunity to deliver millions of smiles a day. He and his team are doing some amazing work with Hike Messenger and I’m excited to partner with them to bring great game experiences on Hike. For me there can’t be a bigger challenge and a more exciting mission to do this here in India and for India.”

With a career spanning over 18 years, Vyas has experience in brand building and was responsible for driving nutrition and beverage portfolio for Pepsico India. He led health and wellness initiatives for Pepsico and launched Quaker Oats in India. He also led the integration of Tropicana with Brand Slice.

Additionally, he was responsible for building campaigns for brands like Lay’s, Kurkure’s ‘Tedha Hai Par Mera Hai’, Kurkure family campaign and Lay’s Flavor World Cup amongst others. He has also worked at Accenture Consulting and Colgate Palmolive in the past.

Mehra, on the other hand, started working as a game developer in 1999, and later went on to work with companies like Microsoft Games Studio, EA Games, Jump Games and Zynga.

Prior to this role, he was GM of the new IP division at Zynga and was responsible for the successful launch of Zynga India’s maiden new IP game ‘Hidden Shadows’.