Bringing in 15 years of experience from across television, radio, outdoor and digital media platforms, Dundh will oversee the monetising of revenue across all Hungama business and properties.

Hungama Digital Media COO Siddhartha Roy said, "Niloufer understands the business of media sales and has skills in forming scalable alliances. With Niloufer‘s expertise in media, we endeavour to integrate digital services with traditional media practices to provide opportunities for holistic communication."

Prior to this appointment, Dundh was chief sales officer with OOH Media and had put in her papers on 30 July.

"We need to take a deeper took at what this generation is doing and what drives them. The integration of the web, mobile, gaming will be the new wave in the media buying and advertising space," says Dundh.