Radio Mirchi has appointed Amardeep Sanadhya as Vice President (VP) & Regional Director – Impact Properties (West & Central Zone).
In his new role, Sanadhya will oversee the monetisation of Radio Mirchi’s key intellectual properties (IPs) across Gujarat, Rajasthan and Madhya Pradesh. He will also lead the development of integrated 360-degree marketing solutions for brands, bringing together on-ground activations, digital platforms and on-air properties to build engaging consumer experiences.
Sanadhya brings more than 17 years of experience spanning media, public relations and IP monetisation. Before joining Radio Mirchi, he spent nearly 12 years with Optimal Media Solutions, a Times of India Group company, where he most recently served as Deputy Chief Manager & Cluster Head – Gujarat. During his tenure, he handled branded content and IP monetisation across multiple branches in the state.
Earlier in his career, Sanadhya held various roles at Big FM, Times Response and Dainik Bhaskar Group, building experience across media sales, content, brand solutions and intellectual property monetisation.
With his extensive experience in developing branded solutions and monetising media-led properties, Sanadhya’s appointment is expected to strengthen Radio Mirchi’s IP-led offerings and integrated marketing capabilities across the West and Central markets.
