Purvi Mistry has been named senior director – strategy at Tilt Brand Solutions, a brand and communication consultant. Gulshan Singh, Tilt’s chief strategy officer and head of BrandT, Tilt Brand Solutions’ brand consultancy subsidiary, will be her boss. Mistry was most recently the strategy director at BBH.
Mistry joins Tilt after working at Reebok, Kantar, Millward Brown, FCB Ulka, and Wunderman Thompson for over 17 years in retail, market research, and strategic planning. HUL, Cavinkare, Marico, Kellogg’s, Nutralite, Castrol, Bajaj Auto, Reuters, Bank of Baroda, AMFI, and others were among the companies she worked with in research and advertising. She also had a key role in establishing Heinz as a brand in Indonesia.
“Purvi joins Tilt at a very exciting phase in our growth journey. Her skills and experience are a great fit with Tilt’s vision and culture as we continue to scale up and work on consolidated mandates. I’m looking forward to bringing her expertise into play for our brands and clients, and to continue building on Tilt’s tradition of excellence,” Singh said on the appointment.
Commenting on her appointment Mistry added. “Very rarely have I seen an agency so committed to bringing to bear its vision for strategic planning. Its core philosophy of “Full Brained Thinking “ is something I have been a passionate believer in, and also what I believe is at the core of my learned competencies thus far. I am looking forward to working with a set of impressive visionaries to create many impactful brand stories and have an enriching and fulfilling professional experience,”