PepsiCo's Vidur Vyas joins Hike as VP of Marketing
by Dharm Patel Industry Watch | August 21, 2015 | News
Hike Messenger announced the appointment of Vidur Vyas as VP of Marketing and Sumit Mehra as Studio Head. Vyas will be spearheading Hike’s marketing initiatives, brand positioning and strategic alliances, while Mehra will be responsible for driving game strategy, development and production. Both Vyas and Mehra will be reporting to Kavin Mittal, CEO & Founder, Hike.
With a career spanning over 18 years, Vyas was a senior director of marketing at PepsiCo India. He brings extensive experience in brand building and was responsible for driving nutrition and beverage portfolio for PepsiCo India. He led health and wellness initiatives for PepsiCo and launched Quaker Oats in India. He also led the integration of Tropicana with Brand Slice. Additionally he was responsible for building campaigns for culturally relevant brands like Lay’s, Kurkure, etc. He has also worked at Accenture Consulting and Colgate Palmolive in the past.
Mehra started working as a game developer in 1999, and later went on to work with companies like Microsoft Games Studio, EA Games, Jump Games and Zynga. Before joining Hike, he was GM of the New IP division at Zynga and was responsible for the successful launch of Zynga India's maiden New IP Game - Hidden Shadows.
Hike has been operational in the gaming space for over two years with its studio Tiny Mogul Games launching more than twelve games for Android. The company is looking at beefing up its presence in the high-growth instant-messaging (IM) space at the back of its recently announced integration with Hoppr and Tiny Mogul. Towards attaining its mission to bring billions online, the company is envisioning and expanding the IM landscape by offering its users much more than simple messaging. To accomplish the mission the company is all set to strengthen its leadership team, earlier this year Hike announced the appointment of its new HR Head as well.
Speaking about the appointment, Kavin Mittal, Founder & CEO, Hike said: “I'm excited to add Vidur and Sumit to our leadership team. It's great to see such strong leaders in the industry share our vision to bring India online. I look forward to working with them and leveraging their experience to build hike into a world class product and a brand that is loved by millions in India.”
On assuming the role, Vidur Vyas, VP – Marketing, Hike said: “Hike is a fun, innovative and culturally relevant brand. I am excited by the opportunity to connect India online in a fun way and Hike is uniquely positioned to capture that opportunity.”
Adding further, Sumit Mehra, Studio Head, Hike said: “Great games make people smile and for game developers that's the final goal. When I met Kavin and heard his vision of a digitally connected India, I saw an opportunity to deliver millions of smiles a day. He and his team are doing some amazing work with Hike Messenger and I'm excited to partner with them to bring great game experiences on Hike. For me there can’t be a bigger challenge and a more exciting mission to do this here in India and for India.”
Vyas, who was the marketing director at PepsiCo, will be spearheading Hike’s marketing initiatives, brand positioning and strategic alliances.