Mumbai: In a move that underscores its commitment to innovative, digital-first creative strategies, DDB Mudra Group has announced that award-winning strategist Sanchari Chakrabarty is rejoining the firm as Senior Vice President and Head of Strategy at 22feet Tribal WW. In this pivotal role, Sanchari is expected to drive a new wave of creative thinking and strategic excellence across the agency’s diverse portfolio.
Sanchari, widely recognized for her strategic acumen and creative prowess, returns to the agency with a storied career spanning top agencies like Tilt Brand Solutions and Leo Burnett. Over her career, she has crafted compelling brand narratives for some of the world’s most influential brands, including Stayfree, Netflix, Instagram, Meta, Crunchyroll, Myntra, and Meesho. Her portfolio not only boasts commercial success but also critical acclaim, most notably with her work on “Project Free Period.” This campaign, which challenged societal taboos, earned India global recognition with multiple awards, including a four-year streak of success at the Cannes Lions.
In addition to her creative achievements, Sanchari’s leadership has been recognized at prestigious award shows such as WARC, Effies India, D&AD Impact, Spikes Asia, London International Awards, Tangrams, and Kyoorius. Her visionary contributions have been further highlighted through her participation in DDB Worldwide’s High Performance League and the renowned Phyllis Project—a women’s leadership programme that celebrates excellence and diversity in the advertising industry.
Reflecting on the significant milestone of Sanchari’s return, Vanaja Pillai, President of 22feet Tribal WW, remarked, “Sanchari’s return holds a special place in my heart. She brings with her invaluable brand thinking and strategy fundamentals that will provide the shot in the arm we need to take our brands to the next stage of growth. And as a Phyllis India alumni, it is an honour to welcome her back to our leadership team, making it stronger than ever before.”
On her part, Sanchari expressed her enthusiasm about rejoining the team, stating, “22feet Tribal WW is driven by people who are deeply passionate and show childlike enthusiasm for creativity that works. And I am excited to join this bunch and create work that shapes culture in real-time. I’ve always been curious about people and all things that influence their journeys. In this stint, I’m looking forward to move people meaningfully along these journeys and find fresh ways to build connections.”
Besides her impressive professional credentials, Sanchari is known as a pop-culture enthusiast, a passionate collector of compelling stories, and a firm advocate for nurturing the next generation of advertising talent. Her return signals not only an important strategic enhancement at 22feet Tribal WW but also an exciting chapter for the industry as a whole, with creative leadership set to reshape digital narratives in real-time.
