MUMBAI: One of Asia’s global leader in sports content and branding solutions, TSA (Total Sports Asia) has appointed Sudhir Sahni as its new managing director Indian-subcontinent based in Delhi.

Sahni comes with over 25 years of experience in the advertising industry. With a post graduate degree from India Institute of Management, Ahmedabad, he comes with a deep understanding of various consumer segments and the experience of building strong brands across various product and service categories.

Sahni has worked with leading global brands and organisations like American Express, Coca Cola India, Pernod Ricard India, Max New York Life, Pepsi Foods, Glaxo Smith Kline, KFC, Taco Bell, Gillette, besides leading Indian brands like Religare, Usha, HT Media, Spice Telecom, among many others.

Besides shorter stints at leading advertising agencies like RK Swamy (BBDO), JWT and Draft FCB, Sudhir spent 16 years with O&M India, in various roles, including the last three years as the president – head of advertising at the Delhi office. Sahni was also the country manager, India at Tag Worldwide before joining TSA.

Founder and group CEO of TSA Marcus Luer stated: “We are delighted to welcome both Sudhir and Al to the TSA Senior management team. I am confident that their deep knowledge of the Indian and Malaysian advertising industry will provide us with new and fresh perspective. TSA has evolved over the past years and today our brand consulting and strategy approach linked to sports properties as well as branded real estate projects have created waves across the region. I am confident that under the leadership of Sudhir, we will continue to be on the forefront of new and exciting projects in the country.”

Speaking on his new appointment, Sahni added: “Sports is a great platform for communication and branding. Being associated with local and global sports properties is a very powerful way for brands and corporations to connect with their consumers and stakeholders. For years, India was only about cricket, now finally the interest in sports is becoming much broader and TSA is well placed and committed to provide fresh and unique brand building solutions to marketers in the area of sports, entertainment and real estate. I am extremely excited about the opportunity to drive TSA’s business in India and add my expertise to the overall vision of the company.”