Shantanu Sirohi is the new CEO of Interactive Avenues

Interactive Avenues, the digital agency under the IPG Mediabrands umbrella, gets Shantanu Sirohi as its new Chief Executive Officer. 

Sirohi was till now Co-Founder and Chief Operating Officer of Interactive Avenues. 

His elevation follows the appointment of Amardeep Singh, Co-founder and erstwhile CEO of Interactive Avenues (IA), as the new CEO of IPG Mediabrands India.

Sirohi is currently out of the country and couldn’t be reached for comments. However, company officials confirmed the development.

The leadership transition at IA comes amidst IPG Group’s ongoing global acquisition by the Omnicom Group. While Omnicom is the larger player globally, its presence in India is relatively limited. The move is being viewed as IPG’s attempt to strengthen its foothold in the Indian market ahead of the merger.

Sirohi has been instrumental in building the agency from the ground up alongside Amardeep Singh and three other partners since its inception in 2006. The agency was acquired by IPG Mediabrands in 2012. 

As Chief Operating Officer (COO), Sirohi steered the agency’s digital operations, scaling capabilities across digital media, branded content, social marketing, and data-led strategy. His appointment to the top job signals continuity as well as ambition for the agency’s next phase of growth.

A seasoned digital strategist and respected voice in India’s media and marketing ecosystem, Sirohi brings over two decades of experience to the CEO role. Prior to co-founding Interactive Avenues, he held key roles at Mediaturf, Mindshare, JWT, and HTA, where he honed his craft across digital media planning, content strategy, and brand communications.

With deep expertise in Digital Strategy Consulting, Digital Media Planning & Buying, Branded Content Creation & Distribution and Social Media Marketing, Sirohi’s mandate will be to expand Interactive Avenues’ full-service digital offering, while deepening client partnerships and driving innovation across the IPG Mediabrands network.

Industry watchers view the dual elevation of Singh and Sirohi as a well-coordinated move that not only acknowledges their leadership legacy but also signals a sharper digital focus for IPG Mediabrands in India.

“Shantanu’s elevation is a natural progression. His strategic acumen and operational leadership have been critical to IA’s success,” said a senior executive close to the development. “As Amardeep takes on a broader mandate, Shantanu is perfectly placed to lead the next evolution of Interactive Avenues.”

The reshuffle comes at a time when digital marketing is expected to dominate ad spends in India, with clients demanding integrated, ROI-driven solutions across platforms. With Sirohi at the helm, Interactive Avenues is expected to sharpen its edge as a go-to digital partner for brands navigating complex digital ecosystems.