MUMBAI: Tonic Media has roped in Vijeeth Shetty as its new initiatives head. In his new role, Shetty will lead new initiatives at Tonic that includes InvenTonic, a dedicated practice that partners start-ups and venture capital funds to accelerate growth.

Under his aegis, InvenTonic has already commenced its journey by adding three new clients - the first one being digital media duties of the search and discovery platform Xploree, along with Flexiport and BillBachao.

Shetty will also lend his expertise on strengthening the digital research cell, which aims to fill the void of a digitally driven research agency. He comes with a decade of experience in digital media with stints at agencies like GroupM, Pinstorm and a short stint at Angel Broking.

Having worked on several award-winning campaigns, his core areas of expertise include digital media, search, mobile and consumer research.

Shetty said, “It’s an extended adventure for me. I’m quite excited at the prospect of bringing a ‘limitless possibilities’ approach to strategic planning for clients – having traversed the entire spectrum myself. The digital business is undergoing tectonic shifts and the challenge is to master the change for business success. My focus will be on guiding our clients and helm our talent to effectively navigate these changing trends to our advantage.”

Tonic Media co-founder and CEO Chetan Asher added, “I am delighted to welcome Vijeeth to Tonic at this strategic moment in our journey. As our business gets more dynamic and interconnected every day, we are constantly looking for leaders who can guide our new talent and enable a better, more integrated creative digital strategy for our clients. And Vijeeth seems the right person for it.”