Madison Media Loop, a unit of Madison World, has announced the appointment of Sudarshan Karandikar as vice president to drive strategic innovation.

He moves from RYB TechnoCreative Solutions, where he was senior consultant and co-founder. 

Vikram Sakhuja, group CEO, Madison Media and OOH, said, “We’re pleased to welcome Sudarshan to the Madison family, his depth of experience across some of the most respected agencies and brands, combined with his strategic clarity, creative agility and the ability to create fun in the workplace, makes him a strong asset to Madison Loop. As we continue to expand our digital-first creative offerings, his leadership will play a key role in delivering impactful and culturally relevant solutions for our clients.” 

Karandikar added, “I’ve always believed that culture, creativity and technology are the three levers that can truly shift brand narratives. Joining forces with Madison Loop is exciting because the team here shares that belief and is actively building for the future. I’m looking forward to co-creating ideas that not only break through the noise but leave a lasting imprint.”

In a career spanning over two decades, he has also worked with Ogilvy, McCann and FCB Interface, among others.