Mumbai: Madison Media Loop, the digital-first creative unit of Madison World, has announced the appointment of Sudarshan Karandikar as Vice President. The move comes as part of the agency’s continued focus on strengthening its strategic and creative capabilities to deliver culturally relevant and impactful solutions for its growing client base.
Karandikar brings with him over two decades of rich experience in advertising and marketing, having worked with some of India’s most renowned agencies including Ogilvy, McCann, FCB Interface, SSB & B Lintas, and Dentsu. His diverse portfolio spans key categories such as FMCG, BFSI, Automobiles, Travel, and Entertainment. Among the notable brands he has worked on are Perfetti, Go Air, Saffola Masala Oats, ICICI Direct, ITC, Mahindra Tractors, and Nickelodeon.
He is particularly celebrated for his role in the globally acclaimed “Punishing Signal” campaign for the Mumbai Traffic Police, which won prestigious honors at D&AD and The One Show. Sudarshan was instrumental in executing the campaign, ensuring that the idea was brought to life with impact and cultural resonance.
Commenting on the appointment, Vikram Sakhuja, Group CEO, Madison Media and OOH, said, “We’re pleased to welcome Sudarshan to the Madison family. His depth of experience, strategic clarity, creative agility, and ability to build a fun and collaborative work culture make him a strong asset to Madison Loop. As we scale our digital-first creative offerings, his leadership will be key in shaping future-ready solutions for our clients.”
In addition to his agency background, Karandikar has consulted for a global single malt brand entering India, a premium travel company, and a leading creative agency. He is also developing original music and content IPs aimed at tapping into emerging digital behaviors and consumer mindsets.
Speaking on his new role, Karandikar said, “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 shares that belief—and is actively building for the future. I look forward to co-creating ideas that not only break through the noise but leave a lasting imprint.”
Madison Media Loop is part of Madison World, India’s largest homegrown communication agency, and was recently ranked the world’s 4th largest independent media agency by RECMA. Madison Media has won several accolades, including ‘Media Agency of the Year’ at the 2025 e4m Prime Time Awards and ‘Outdoor Media Agency of the Year’ at the 2025 e4m NEON OOH Awards. It was also named ‘Independent Agency of the Year 2024’ at the e4m Media Ace Awards.
Madison Loop offers a comprehensive suite of services including strategy, creative, social media, SEO, ASO, web development, influencer management, and content collaborations. Its client portfolio includes Asian Paints, Caltex, Godrej Properties, Oberoi Realty, Emami, Quick Heal, Zee5 and more.
