Swati Bhattacharya joins Dentsu India, to head Mama Labs

NEW DELHI: Swati Bhattacharya, who quit as national creative director of JWT India in September, will join Dentsu India and head a new project, Mama Labs, which will focus on the Indian mother as a consumer.

She will join Dentsu as principal partner — creative and report to Rohit Ohri, chairman at Dentsu India and CEO at Dentsu APAC. "The new role is like a dream come true for me although the fear of moving out of a comfort zone is also there," Bhattacharya said.

She has spent almost all her work life so far at JWT, after joining the agency 22 years ago. She is known for her work with numerous brands including Airtel, Pepsi, Nestle, ITC, Unilever and GSK. Her work for Horlicks is the most acknowledged. Her work at Dentsu will involve planning advertising and digital campaigns for brands targeting women. "Till now, I have worked in a place which has been associated with so many brands. But now I will have to start from scratch and build a brand," she said.

Ohri said, "Dentsu Mama Lab aims to be a thought leader on mothers, motherhood and mothering. Understanding both facets is what will make brands connect meaningfully with moms."