Published on: November 2, 2026
Mumbai, India | 02 November 2026: VIRTUE Asia has appointed Ambalika Sen as Managing Director for India, creating a new leadership position to drive the agency’s growth and strengthen its presence in the Indian market through independent, culture-led creative solutions.
Sen brings over 16 years of experience across agency leadership, client partnerships and brand communications, spanning categories including food, fashion, lifestyle, FMCG and media. Most recently Co-founder at Colloquial, she has previously held business leadership roles at Fundamental and Tilt Brand Solutions, following earlier stints at Taproot Dentsu and Contract Advertising. She also teaches the Business Management in Advertising module at Xavier’s Institute of Communications, Bombay.
The appointment comes as VIRTUE Asia looks to build on its existing India operations and develop a distinctive proposition for brands navigating an increasingly fragmented and culturally dynamic landscape. Its client experience in India spans brands including Diageo, Bacardi, Fastrack and Snabbit, across categories ranging from spirits and consumer lifestyle to emerging digital businesses.
As the boundaries between advertising, entertainment, creators and communities continue to blur, VIRTUE sees an opportunity to help brands move beyond traditional campaign-led thinking and build relevance from inside the culture their audiences care about.
VIRTUE Asia’s model brings together cultural intelligence, creativity and entertainment to create ideas and experiences that people actively choose to engage with. The agency is also expanding its capabilities through V47 Entertainment, its joint venture with Goldfinch International focused on brand-funded entertainment and IP.
Ambalika Sen, Managing Director, India, VIRTUE Asia, said: “I’ve had some wonderful years in advertising, but I’ve increasingly wanted to push beyond its traditional boundaries and explore new ways of building brands. I’m excited by a generation of creators who are challenging the mainstream, shaping culture and opening up new possibilities to connect with audiences. VIRTUE feels like the right place to explore that opportunity, bringing brands, entertainment and emerging talent together in ways that are both culturally meaningful and commercially valuable. I’m looking forward to building something ambitious with the team in India, and shaking things up a little along the way.”
Lesley John, CEO, VIRTUE Asia, said: “Ambalika brings a brilliant mix of entrepreneurial energy, commercial instinct and a solid appetite to build a different kind of creative business. We see a huge opportunity in India to bring entertainment, collaboration, and cultural foresight together to help brands build from inside culture, in ways that go beyond traditional advertising.
Ambalika has the experience and ambition to help us turn that opportunity into something distinctive. Just as importantly, she’s a genuinely wonderful human being, and I know she’ll make a meaningful contribution to our culture. I’m excited to have her leading this next chapter and looking forward to what we’ll build together.”
Sen’s appointment reflects VIRTUE Asia’s broader evolution beyond campaign-led work into culture, entertainment and IP. The agency recently partnered with COL Group, one of the global pioneers of microdramas and short-form entertainment, to unlock new opportunities for brands to participate in these emerging formats across Asia, alongside its expansion into the Middle East through VIRTUE Arabia.
