Advait brings over two decades of experience across marketing, media, monetisation, strategic partnerships and consumer engagement, with leadership experience at organisations including WPP Media and PVR Limited. His career has spanned revenue development, partnerships and consumer-led propositions.
DirectX is being built around a simple idea: helping brands connect with consumers in the environments where they live, work, learn, shop, travel and experience. It brings together structured consumer access, contextual intelligence, experiences, technology and execution to create more relevant and measurable engagement across local markets.
At the centre of this proposition is CYNQ, BrandTouch’s proprietary technology and intelligence capability, which is powering DirectX by supporting it in channel intelligence, campaign governance, geo-tagged execution, data and AI-led intelligence.
Sethunath Padmanabhan, Director, BrandTouch & Analytics, said:
“DirectX has built a strong foundation in consumer engagement and execution. We now have an opportunity to take it much further – from delivering campaigns to building a technology-enabled approach to local growth. Advait brings the experience and commercial perspective needed to help shape this next chapter.”
Advait Purandare, CEO, DirectX, said:
“The opportunity at DirectX is much bigger than creating another activation or experiential business. India is made up of thousands of communities, workplaces, campuses, retail environments and local ecosystems. Bringing access, intelligence, experiences, partnerships and technology together gives us an opportunity to help brands engage consumers more meaningfully.
My focus will be to take DirectX from hyperlocal activation to hyperlocal growth – building a business that can scale nationally while staying relevant to consumers in local markets.”
About DirectX
DirectX (www.directx.in) is a division of BrandTouch & Analytics Pvt Ltd focused on Hyperlocal Communication & Consumer Engagement, helping brands identify, access and engage consumers across local markets through access, experiences, intelligence, technology and execution.