Mumbai: Monks, the global, purely digital, data-driven, unitary operating brand of S4Capital plc, has announced the appointment of Rajat Mendhi as Head of Planning, Monks India, effective immediately.
In his new role, Rajat will lead strategic planning and cultural insight development, bringing globally recognized expertise in shaping transformative campaigns that deliver both cultural impact and business growth. He will collaborate closely with Ketan Desai, Managing Director of Monks India; Sandipan Bhattacharyya, Chief Creative Officer; and the agency’s newly appointed Head of Media, Niranjan Singh, as Monks continues to expand its integrated capabilities across strategy, creative, media, and data in the Indian market.
“Advertising is undergoing a profound transformation — creativity today is inseparable from technology and data. At Monks, this convergence isn’t a hurdle, it’s the engine of innovation and forward momentum. That ethos aligns with how I approach strategy: evolving with the times while anchored in human truth. Joining Monks India is an exciting opportunity to shape how brands connect with people and culture, and thrive in a fast-changing landscape, even as communication itself redefines its own future,” said Rajat Mendhi, Head of Planning, Monks India.
Recognized as one of the Top 10 planners worldwide by The Big Won Report, Mendhi brings a track record of strategic leadership and creative excellence. During his tenure at BBDO India, he played a key role in transforming the agency into one of India’s most effective and creatively awarded firms. His strategic direction powered iconic campaigns such as Ariel’s #ShareTheLoad and Whisper’s #TouchThePickle, both of which became cultural movements that combined strong business outcomes with social relevance—earning India’s first Cannes Glass Lion Grand Prix among several global accolades.
Beyond advertising, Mendhi founded Bombay Picnics, a cultural food venture blending food, storytelling, and community. He has also consulted for restaurants, hotels, and beverage brands, using his strategic insight to craft brand-aligned culinary experiences. His blend of cultural acumen and growth-focused strategy has made him a trusted advisor to both established companies and emerging founders.
“Rajat’s appointment represents a significant strengthening of our strategic capabilities in India,” said Ketan Desai, Managing Director, Monks India. “He has a proven ability to turn cultural conversations into business movements. As Head of Planning, he brings the rare combination of cultural intelligence and commercial insight that helps brands thrive in the India market.”
With Rajat’s appointment, Monks aims to help clients navigate the intersection of culture and technology, crafting campaigns that deliver authentic engagement and long-term business value. The agency’s integrated approach combines real-time data optimization, AI-powered insights, and cross-platform creative execution.
Monks partners with ambitious brands worldwide to deliver measurable results through the fusion of cultural insight and technology innovation. As India continues to emerge as a key player in global digital marketing, the market represents a strategic growth opportunity for the agency. With an expanded leadership team across strategy, creative, and media, Monks is well-positioned to help brands create meaningful connections with consumers and build sustainable competitive advantages.
