MUMBAI :India Gate basmati rice maker KRBL has a new media custodian getting on board. Virender Singh Rana has joined the world’s largest rice millers and basmati rice exporter as assistant general manager – media and brand experience. 

A commerce graduate, Virender has got most of his savvy media learnings over the years on the job. He spent the first eight years of his career at media concessionaire Avcom Media learning the tricks of the media buying trade . He followed that up with a good 10 years at Initiative Media getting deep insights into media strategy, media planning, buying, campaign management for clients operating in various categories right from FMCG to  e-commerce to healthcare, to lifestyle. He climbed up the ranks to become associate business director- investment.

And that’s where he was identified as the media professional who could help KRBL as it “charts new paths with an expanding product portfolio. Virender’s strategic vision and expertise in media strategy and market analytics will play a pivotal role crafting transformative media and  brand experiences and deepening connections with the company’s consumers.”