S4Capital’s Monks Appoints Rajat Mendhi As Head Of Planning For India

A Strategic Leader With A Proven Legacy

With a career that has spanned over two decades, Rajat Mendhi has built a formidable reputation for connecting culture, creativity, and commerce. Before joining Monks, he was a key figure at BBDO India, where his strategic direction played a central role in making the agency one of the most awarded and effective in the country.

Mendhi was the strategic mind behind iconic campaigns like Ariel’s Share The Load and Whisper’s Touch The Pickle—work that not only drove meaningful cultural change but also won India’s first Cannes Glass Lion Grand Prix. His approach to strategy blends sharp consumer insight with emotional intelligence, allowing brands to become part of cultural conversations that matter.

Recognised among the Top 10 Planners globally by The Big Won Report, Mendhi has consistently championed purpose-driven storytelling. Beyond advertising, he founded Bombay Picnics, a food and culture initiative rooted in community and narrative, and has consulted for restaurants and lifestyle brands to design experience-led campaigns that merge taste, storytelling, and identity.

Shaping Monks’ Vision For India

At Monks, Mendhi will collaborate closely with Managing Director Ketan Desai, Chief Creative Officer Sandipan Bhattacharyya, and Head of Media Niranjan Singh to strengthen the agency’s integrated capabilities across strategy, creativity, media, and data. His focus will be on using cultural insights to craft meaningful brand narratives that can scale across digital platforms with precision and emotional resonance.

Speaking about his appointment, Mendhi said, “Advertising is evolving faster than ever—today, creativity, data, and technology are inseparable. At Monks, that intersection is not a challenge, it’s a creative engine. I’ve always believed in strategy rooted in human truth, and this opportunity is about reimagining how brands engage with culture in a time when communication itself is being redefined.”

The Agency’s Perspective

Ketan Desai, Managing Director of Monks India, said, “Rajat’s appointment is a major step forward in strengthening our strategic planning practice. His ability to translate cultural intelligence into actionable business strategy makes him the perfect fit for Monks. He understands how to turn cultural moments into movements—and that’s exactly the kind of energy brands need in India’s dynamic market.”

A Step Towards Integrated Growth

This appointment underscores Monks’ commitment to creating a seamless blend of creativity, technology, and data-led insight. As India’s advertising landscape continues to evolve, the agency is doubling down on strategies that combine human understanding with AI-powered intelligence—helping brands not only stay relevant but lead change.

With Mendhi’s expertise, Monks India aims to drive more culturally rooted storytelling and data-backed creative innovation, paving the way for a new chapter in digital strategy and brand transformation.

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