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Mayank Kumar Joins IndiGo As Head Of Content And Creative

Ad Tribe! Bureau2 min read
Mayank Kumar, joining IndiGo as head of content and creative after nine years at MakeMyTrip and a year at MobiKwik

Mayank Kumar has joined IndiGo as head of content and creative, taking charge of how India's largest airline speaks to its passengers.

  • Role: head of content and creative, IndiGo
  • Joins from: MobiKwik, where he was head of content at associate director level
  • Before that: nearly nine years at MakeMyTrip
  • Earlier: Times Internet and Vigilante Communication

Where Mayank Kumar Comes From

He started as a copywriter at Vigilante Communication, then spent over two years as an editor on the travel desk at Times Internet. MakeMyTrip followed and held him for nearly nine years, from senior executive to senior manager in content marketing, leading a team of a dozen copywriters and building acquisition and retention strategy across the travel platform's customer cohorts. A year ago he moved into fintech at MobiKwik as head of content, covering brand, social, CRM and app content.

The Fintech Year Is The Interesting Part

Short, but unusually wide. At MobiKwik he ran 360-degree campaigns across above the line, social, influencer work and performance marketing, AI-led video production, lifecycle and CRM messaging across push, email and SMS, and product storytelling that ran into user experience writing and in-app launch communication. He managed in-house creative teams and external agencies at the same time, which is a different job from either.

What IndiGo Is Buying

The airline has built two decades of brand on punctuality messaging and a certain flat cheekiness. As Indian budget aviation crowds up and every delay becomes a social post within minutes, the demands on content leadership move past tone of voice. Hiring somebody who has spent a decade turning business priorities into consumer narrative, whether an acquisition funnel at MakeMyTrip or an engagement loop at MobiKwik, suggests the brief is storytelling that has to work rather than charm.

Travel journalism to travel marketing to fintech and back to travel reads less like a detour than a rehearsal. More appointments.

#people moves#indigo#mayank kumar#makemytrip#mobikwik
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