MUMBAI: In a move to strengthen its product and partnerships portfolio with greater market focus and customer orientation, BARC India has roped in Aaditya Pathak as Executive Vice President-Partnerships & Growth and elevated Elbert D’silva to lead the Product Leadership and Excellence Team. In their new roles, both Aaditya & Elbert will report to Romil Ramgarhia, COO of BARC India.

Aaditya has had a rich career spanning over 19 years across various genres of television like Hindi GEC, Movies, Sports, Niche & Infotainment. In his last role as Senior Vice President & National Sales Head-Sony Pictures Entertainment, he was responsible for Pan India Advertising revenues for Sony PIX, Sony PIX HD and Sony Le Plex. Prior to Sony, Aaditya was associated with Discovery Networks Asia Pacific, ESPN Star Sports & Zee Network.

After a successful stint in Partnerships, Elbert D’silva will now be leading the Product Leadership and Excellence Team at BARC India. The partnerships and product teams will focus on non-traditional revenues along with building the traditional business model further. There will also be a push on non-currency products as per market demands which will ensure annuity to the business.

Speaking on the appointment, Partho Dasgupta, CEO, BARC India, said, “At BARC India, we are constantly evolving – from launching unique products to improving client servicing and now looking at non-currency initiatives to provide better industry insights for businesses. After the success that BIO News and the Think Initiatives have enjoyed, we are further strengthening our Product Leadership and Excellence Team under Elbert’s able guidance.  We will also be synergizing our teams to improve & refine our servicing to build better client relationships with Aaditya helming this from the front.”