MUMBAI: Minority has appointed Rohit Malkani as its new chief creative officer. Malkani's focus will be on shaping the creative culture of the agency and spearheading the agenda for disruptive work.

Malkani's last stint was at Publicis Singapore where he was regional creative director - Asia Pacific responsible for P&G and Citibank. Prior to that, he has led creative mandates across Grey India, Bates India, Publicis Ambience, JWT and even done a digital stint with PlanetAsia.

In his 20 years across agencies, geographies, categories and consumer segments, Malkani has won numerous awards both for creative excellence and effectiveness.

Minority managing partner Yogi Vashishta said, “A meeting of minds, wavelengths, value systems always kept Popo at the top of our list. We are delighted to finally have him with us co-driving our agenda to create disruptive big impact work and build great brands.”

Minority managing partner Suraj Pombra added, “Popo (Malkani) is one of those rare creative leaders with the right mix of cutting edge ideas, brand thinking and phenomenal leadership and teamwork. Having worked with him closely at Publicis, I know what he brings to the party and I'm confident Minority will benefit hugely with the creative reigns in his able hands.”

Malkani said that the timing was just right to be back. “In the wave of small being the new big, Minority seemed like a really good decision, especially since Yogi, Suraj and I uncannily seem to be on the same page on a number of topics. The agency is poised with a team and client base to move into top gear,” Malkani said.

Minority is a four-year-old start-up that has worked with clients like Legrand, AppsDaily, Safari Luggage, Reliance Cement, Suzlon, Boroline, Kalpataru, Boostmysale.com, Pride Builders, Reliance Energy, Mumbai Metro, Suthol, Antarang, Airport Express (Delhi) and Transitions.