Madison Media Loop, a unit of Madison World, has appointed Sudarshan Karandikar as Vice President to drive strategic innovation.
Karandikar is a seasoned advertising and marketing professional with over two decades of experience across leading agencies including Ogilvy, McCann, FCB Interface, SSB&B Lintas, and Dentsu. His work spans FMCG, BFSI, automobile, travel, and entertainment, with notable campaigns for brands such as Perfetti, Go Air, Saffola Masala Oats, ICICI Direct, ITC, Mahindra Tractors, and Nickelodeon.
He also played a key role in the internationally acclaimed “Punishing Signal” campaign for Mumbai Traffic Police, which earned recognition at D&AD and The One Show. He led its execution, ensuring the idea translated from concept to on-ground impact.
Beyond mainstream advertising, Karandikar has consulted for a leading creative agency, a premium travel brand, and a global single malt entering the Indian market. He is currently developing music and content IPs aimed at emerging consumer mindsets and digital behaviour.
“We’re pleased to welcome Sudarshan to the Madison family; his depth of experience across some of the most respected agencies and brands, combined with his strategic clarity, creative agility and the ability to create fun in the workplace, makes him a strong asset to Madison Loop. As we continue to expand our digital-first creative offerings, his leadership will play a key role in delivering impactful and culturally relevant solutions for our clients,” said Vikram Sakhuja, Group CEO, Madison Media and OOH.
Sudarshan Karandikar, Vice President, Madison Loop, commented, “I’ve always believed that culture, creativity and technology are the three levers that can truly shift brand narratives. Joining forces with Madison Loop is exciting because the team here shares that belief — and is actively building for the future. I’m looking forward to co-creating ideas that not only break through the noise but leave a lasting imprint.”
