MUMBAI: After a five-year stint with mainline Law and Kenneth as senior creative director, Vinayak Upadhyay has moved to Digital Law & Kenneth and will take on the mantle of chief creative officer there. He will report to Digital Law & Kenneth CEO and managing partner Anil K Nair.

Prior to joining Law & Kenneth, Upadhyay has worked with agencies like Nexus Equity, Lowe, Quadrant, Metaphor (Triton Group) DDB Mudra in India and the Apac region and handled brands like TOI, NDTV 24X7, Pidilite, Amul, Bajaj Auto, TVS Tyres, New Zealand Dairies, Levers, HSBC, The Oberoi Hotel, Jet Airways, Amul, Mercedes Benz, Subaru, Renault, Walls, Fedex, ITC Essenza di Wills, Godrej Hair Dye, Bombay Dyeing, Parle, Anchor, Pidilite, GVK, Kent, Dunkin Donuts, McDonalds, Pizza Hut, J&J, Philips, Nokia, WTF!, The Big Nasty and Idea.

His mandate at Digital Law & Kenneth will be to create ideas that people want to spend time with, those that will draw people in to a relationship with the brand, help transform lives, ideas that excite people enough to log on to the website, follow the coverage on TV or Radio, track the brand on Facebook and follow it on Twitter.

Upadhyay said, “I believe we are entering a new, exciting era where communication is swiftly becoming osmotic. Leaving behind the limiting shackles of time and space, of the 30 seconder and the100cc. To me brand engagement today, in the online and offline space, is much like a two player sport, like Tennis for example. There is a constant rally of ‘live’ communication and reaction being exchanged in real time. You’ll see this approach adopted by the most successful brands which are working hard at distinguishing themselves in the hearts and minds of their customers. All this is to create a memorable experience which is one reason why Brands are moving away from saying to doing across touch points. For which, we believe, the world is our canvas.”