FCB India appoints Jyotsana Singh Kaushik as vice-president

FCB India, an integrated marketing communications company, has appointment Jyotsana Singh Kaushik as vice-president. Kaushik will be based in Gurgaon, and lead the business vertical on Horlicks.

Jyotsana Singh KaushikWith close to 14 years of experience, across marketing and creative agencies, Kaushik has been associated with various brands. After her stint at JWT in the early years of career, Kaushik's roles traversed across Aviva Life Insurance, Tetra Pak and GE Money. Most recently, she was driving the marketing function at McCormick.

Speaking about her new role, Kaushik says, "Having spent several years in marketing across various industries, I'm thrilled to be part of advertising's infectious energy. My endeavour would be to partner with brands to co-create effective strategies that go beyond advertising and help them achieve sustainable growth."

"Historically, FCB has been the mecca of memorable work and I'm happy to be part of this rock-solid team. I knew the team behind FCB, their vision of truly transforming the way brand communications was delivered, and I look forward to contributing to this exciting journey. Right now, the focus is on a smooth transition into the system and delivering on the current and future projects, and making them effective and memorable," Kaushik tells afaqs!1

This is Kaushik's second stint with advertising, so we asked her if she had apprehensions. She responds, "The advertising industry has transformed hugely, it has become more dynamic, multi-dimensional and media agnostic. Benchmarks and ROI are set at a different level and the most critical part would be to keep pace with the changes in the marketplace where our brands operate."

"Today, brands are about conversations and not just communication. So, this is an exciting time to make a comeback in the industry. The journey that FCB has embarked upon - to truly drive integration and bring alive every aspect of brand solutions beyond conventional advertising such as, digital formats, content and social, is a clear sign of the stimulating times ahead," Kaushik points out.

After spending significant years in marketing where one is constantly orchestrating multiple verticals, Kaushik's strategy will now be to leverage this experience, keeping the focus on two to three aspects of brand communications and deliver solutions in an effective manner leading to a powerful domino effect on to the other verticals of marketing.

Debarpita BanerjeeCommenting on Kaushik's appointment, Debarpita Banerjee, president, north and east, FCB Ulka says, "Jyotsana brings rich experience across different food and nutrition categories to the FCB team. Her holistic view on brand management will immensely help when it comes to decoding challenges of a large heritage brand such as Horlicks, in a marketplace that is ever-changing for this category. We are excited to have her on-board and look forward to some great work together."