In a landmark move for Indian advertising, IPG Mediabrands India has adopted a co-leadership model with Shashi Sinha transitioning to Executive Chairman, and Amardeep Singh, CEO of Interactive Avenues, stepping in as CEO of IPG Mediabrands India. The two will jointly lead the organisation for the next three years—an industry first.
Sinha explained, “It’s a three-year plan. We’ve planned it this way to ensure business continuity, client confidence, and a smooth transition. There’s no ego here—just a shared commitment to the company and the people who’ve built it.”
Singh added, “Shashi is a legend in Indian advertising. I look forward to learning from him, leaning on him, and growing into the role in a steady, thoughtful way.”
Their partnership dates back to 2006, starting with collaborative work for clients like Intel and Microsoft. Singh shared, “Sequoia was an investor in our company for seven years—and we were the only digital agency they ever invested in.” In 2013, IPG Mediabrands acquired Interactive Avenues.
On the long-standing synergy, Singh said, “In terms of scale, we’ve grown nearly 13 times since 2013. That kind of growth wouldn’t have been possible without the collaboration and trust we share.”
With market uncertainty and Omnicom’s potential acquisition of IPG globally, Sinha noted, “There’s an ongoing need to ensure continuity… but we must also prepare for what’s next.” Singh added, “The market is transforming rapidly… Together, Shashi and I bring two sides of the same coin—experience and transformation.”
Sinha clarified roles: “I’ll continue to mentor the leadership and ensure institutional memory is preserved,” while Singh “will take the reins of execution, bringing his sharp digital and data instincts to the table.”
On client reassurance, Singh said, “This change doesn’t mean instability. If anything, it gives clients more strategic continuity.” Sinha echoed, “We’re not doing this for optics. It’s a pragmatic model meant to anchor the business during a transformative time.”
Singh concluded, “We’re entering a new era—not just as a company, but as an industry. It’s a privilege to lead this change from the front.”
