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Grey appoints Chaudhari & Afridi to lead Gillette in the region

Grey Group has appointed industry veterans Sanjay Chaudhari and Shahvez Afridi to lead the regional Gillette business. Mr Chaudhari joins as Vice-President and Regional Client Service Director to lead Gillette’s regional client communication strategies; and Mr Afridi as Regional Planning Director to oversee Gillette’s planning practices across Asia Pacific. The duo will report to Fernando Beretta, Executive Vice-President (Procter & Gamble), Grey Group Asia Pacific.

Mr Chaudhari brings more than 22 years of experience spanning across a diverse portfolio of clients that including multiple Fortune 500 brands such as Unilever, Johnson & Johnson, Colgate Palmolive, Coca-Cola, American Express, Motorola and Philips. His multi-faceted insights to consumer behaviour was gained through assignments in diverse markets across Asia – Japan, Hong Kong, Singapore, Thailand, Taiwan, India and the Middle East – Morocco and Lebanon.

Most recently as General Manager of Ogilvy Global Brand Management, Mr Chaudhari was instrumental in leading communication strategies for some of the agency’s key global brands in Japan. He also played a leading role in the implementation of Dove’s campaign for Real Beauty in Asia, a campaign driven by real-time digital participation. Prior to that, he has held stints with several multinational agencies that include DDB, Dentsu, Young & Rubicam and Lowe Worldwide

One of the most awarded strategic planners in Asia, Mr Afridi comes on board Grey with 19 years of end-to-end consumer insights and brand strategy experience spanning the region. His previous stints include nurturing and overseeing the planning function for some of the world’s biggest advertising agencies – BBDO in Singapore and Lowe Lintas & Partners in Mumbai and Delhi, where he was tasked to drive consumer and strategic planning for clients such as Procter & Gamble and Unilever, amongst others.

“We are excited to have Gillette, the world’s leading men’s shaving line, as our client. This is the second P&G account won by Grey globally following Duracell. The win signifies client’s continued trust and confidence in Grey – at Cannes this year, we picked up three Cannes Lions awards, a Gold and two Bronze for Duracell. The Asia-Pacific region is a huge untapped potential in terms of the male grooming market. Rising affluence is resulting in growing disposable incomes and encouraging more generous spending by men on themselves. With their strategic insights and broad management experience, I’m confident that Sanjay and Shahvez are well-positioned to drive the next growth phrase for Gillette,” explained Mr Beretta.