Speaking on the appointment, Rabe T Iyer, Business Head, Experiential, OOH and Digital business - Reliance Media World Ltd said, "Vineet's hands on experience in working in rural India coupled with his rich industry expertise promises to work as a huge advantage to the company. Rural brand programs are seeing exponential growth and have an enormous business potential making it a significant focus area for us. We are happy to have him spearheading this business and leading the team to deliver customized solutions to suit clients specific brand needs and explore new revenue models."

The task ahead for Mittal will be to optimise business opportunities available in the tier II and III cities, tapping the 193 districts that Reliance Media World's radio business Big FM covers. He will be based in Delhi and will report to Rabe T Iyer, Business Head - Experiential Marketing, Out of Home and Digital business, Reliance Media World Ltd.

Mittal has a Masters in Management Studies from Banaras Hindu University with 20 years of experience across various sectors. Prior to Xpanse Asia, Mittal also associated with 141 Sercon as Director, Head count and Retail, and was previously was with Ogilvy Outreach in the capacity of Account Director.

Over the years, he has worked on brands ranging from Unilever, ITC, Eveready, P&G, Nestle, Castrol and Vodafone.