Grey Group brings on board award-winning duo to lead Gillette

Grey Group, ranked among the largest global communications network, welcomes on board industry veterans Sanjay Chaudhari as vice-president and regional client service director to lead Gillette’s regional client communication strategies; and Shahvez Afridi as regional planning director to oversee Gillette’s planning practices across Asia Pacific. Both Chaudhari and Afridi will be reporting to Fernando Beretta, executive vice-president (Procter & Gamble), Grey Group Asia Pacific.

Chaudhari brings to his role more than 22 years of experience spanning across a diverse portfolio of clients that including multiple Fortune 500 brands such as Unilever, Johnson & Johnson, Colgate Palmolive, Coca-Cola, American Express, Motorola and Philips. His multi-faceted insights to consumer behaviour was gained through assignments in diverse markets across Asia – Japan, Hong Kong, Singapore, Thailand, Taiwan, India and the Middle East – Morocco and Lebanon.

SanjayChaudhari

Most recently as general manager of Ogilvy Global Brand Management, Chaudhari was instrumental in leading communication strategies for some of the agency’s key global brands in Japan. Industry accolades include a Bronze at Spikes Asia and Digital Media Awards for Coca Cola “Hello” campaign, an AME Award for Pond’s Facial Foam campaign and a PR Week Award for Pond’s Age Miracle blogger trial in China. He also played a leading role in the implementation of Dove’s Campaign for Real Beauty in Asia, a campaign driven by real-time digital participation. Prior to that, Chaudhari has held stints with several multinational agencies that include DDB Worldwide, Dentsu, Young & Rubicam and Lowe Worldwide, honing his skills to anticipate and meet client objectives, increase operational efficiencies and driving growth for his agencies and clients’ businesses. Chaudhari has a Master of Business Administration degree in marketing from Clark University, Massachusetts, U.S.A.

Shahvez AfridiOne of the most awarded strategic planners in Asia, Shahvez Afridi comes on board Grey with 19 years of end-to-end consumer insights and brand strategy experience spanning the region. His previous stints include nurturing and overseeing the planning function for some of the world’s biggest advertising agencies – BBDO in Singapore and Lowe Lintas & Partners in Mumbai and Delhi, where he was tasked to drive consumer and strategic planning for clients such as Procter & Gamble and Unilever, amongst others.

Afridi’s extensive knowledge on consumer behavior was honed during his role as advisor for strategy and brand planning for global marketing research firm, The Nielsen Company in Thailand, where he led an organizational change by establishing and eventually leading the brand strategy consulting division. His breadth of experience in the industry has seen him win every major strategy award: Jay Chiat Strategy Award, WARC Asia Prize, and multiple AMEs, EFFIEs and APPIES. He is, most notably, the only planner to have won inaugural Creative Effectiveness Awards at Cannes (Black Lion), Spikes Asia and AdFest (Lotus). Afridi has also been invited as a guest speaker at universities in India, Thailand and Singapore. He holds a bachelor’s degree in engineering and master’s degree in management studies both from the University of Bombay, India.

“We are excited to have Gillette, the world’s leading men’s shaving line as our client. This is the second P&G account won by Grey globally following Duracell. The win signifies client’s continued trust and confidence in Grey – at Cannes this year, we picked up three Cannes Lions awards, a Gold and two Bronze for Duracell,” explained Beretta. “The Asia-Pacific region is a huge untapped potential in terms of the male grooming market. Rising affluence is resulting in growing disposable incomes and encouraging more generous spending by men on themselves. With their strategic insights and broad management experience, I’m confident that Sanjay and Shahvez are well-positioned to drive the next growth phrase for Gillette,” he added.

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