Omnicom, the advertising holding company, recently formed a new entity called Omnicom Advertising Services, which brings together DDB Mudra, BBDO, and TBWA under one roof. Aditya Kanthy has been appointed as the CEO of this newly amalgamated entity in India.

In a conversation with CNBC-TV18, Kanthy expressed his belief that the synergy achieved through this consolidation will fortify the agencies under Omnicom. He stressed that this unification of the three brands will significantly underscore the importance of India as a pivotal growth engine for Omnicom on a global scale.

Kanthy's role will encompass the oversight of Omnicom's creative agencies in the region, with a strong emphasis on nurturing talent, fostering cross-agency collaborations, and driving innovation. These efforts are aimed at propelling growth in one of the company's most rapidly expanding markets.

Aditya Kanthy's journey commenced in 2003 at DDB Mudra, where he initially served as a strategic planner. Over the years, he assumed various responsibilities and roles, ultimately leading to his current position as CEO.

Furthermore, Kanthy reaffirmed Omnicom's commitment to tripling its workforce in India.

Watch accompanying video for entire conversation.