Virtue Asia has appointed Ambalika Sen as managing director - India, in a newly created role as the agency looks to expand its operations in the market.

Virtue’s existing India client portfolio includes Diageo, Bacardi, Fastrack and Snabbit, spanning categories such as spirits, consumer lifestyle and digital businesses.

The agency’s work focuses on combining culture, creativity and entertainment to develop brand campaigns and experiences. It is also expanding its entertainment capabilities through V47 Entertainment, its joint venture with Goldfinch International, which focuses on brand-funded entertainment and intellectual property.

The appointment comes as Virtue expands beyond campaign-led advertising into entertainment and content formats. The agency recently partnered with COL Group, a global microdrama and short-form entertainment company, to explore opportunities for brands across these formats in Asia. It has also expanded into the Middle East through Virtue Arabia.

Sen moves from Colloquial where she was the co-founder. 

Lesley John, CEO, Virtue Asia, said, “Ambalika brings a brilliant mix of entrepreneurial energy, commercial instinct and a solid appetite to build a different kind of creative business. We see a huge opportunity in India to bring entertainment, collaboration, and cultural foresight together to help brands build from inside culture, in ways that go beyond traditional advertising. Ambalika has the experience and ambition to help us turn that opportunity into something distinctive. Just as importantly, she’s a genuinely wonderful human being, and I know she’ll make a meaningful contribution to our culture. I’m excited to have her leading this next chapter and looking forward to what we’ll build together.”

Sen added, “I've had some wonderful years in advertising, but I've increasingly wanted to push beyond its traditional boundaries and explore new ways of building brands. I'm excited by a generation of creators who are challenging the mainstream, shaping culture and opening up new possibilities to connect with audiences. Virtue feels like the right place to explore that opportunity, bringing brands, entertainment and emerging talent together in ways that are both culturally meaningful and commercially valuable. I'm looking forward to building something ambitious with the team in India, and shaking things up a little along the way.”

In a career spanning over 18 years, she has also worked with Fundamental and Tilt Brand Solutions, among others.