Mandeep Malhotra has joined NeuGenM.Ai as partner, experiential. Malhotra will continue as business head, Tonic Worldwide.

NeuGenM.Ai was founded in May 2025 by Amrit Thomas, former CMO, Diageo, and Ashish Thukral, former MD Mindshare.

The firm uses neuroscience-informed strategies, predictive analytics, and proprietary AI tools to deliver marketing solutions. 

With this, NeuGenM.Ai and Tonic, have formed a strategic collaboration.

Thomas said, "The future of marketing belongs to those who can bridge intelligence with imagination. Mandeep brings both. With his sharp instinct for storytelling and deep experience in creating human-first brand interactions, he adds a powerful experiential layer to NeuGenM’s  AI enabled marketing solutions.

Thukral added, "In a world where every brand is racing toward automation, Mandeep reminds us of the power of emotion and the irreplaceable value of human touch. Together, we’re building a creative engine that doesn’t just generate insights, influences behaviour and shapes meaningful experiences in real time."

Malhotra said,  "For me, it’s always been about ideas that people can feel, live, and remember. NeuGenM is doing exactly that, but with the added magic of AI. Amrit and Ashish are people I’ve always admired for their foresight and integrity. This partnership through Tonic allows us to craft the next chapter of experiential marketing; intelligent, immersive, and impactful."

Malhotra has also founded The Social Street and Shrishti Media, while also having worked with DDB Mudra Group and Ogilvy.