MAITHILI MULLICK JOINS ULKA AS EXECUTIVE CREATIVE DIRECTOR

Ulka, part of BBDO Group India, has appointed Maithili Mullick as Executive Creative Director. Reporting to Rakesh Menon, Chief Creative Experience Officer, she brings over a decade of agency and brand experience, including FCB Interface and ANZ Bank. Mullick’s appointment signals Ulka’s ambition to deliver culturally resonant, strategically sharp creative work.  

Ulka, the creative agency within BBDO Group India, has announced the appointment of Maithili Mullick as Executive Creative Director, marking a significant addition to its leadership team. In her new role, Mullick will contribute to building on Ulka’s legacy with creative work designed to resonate with a rapidly evolving cultural landscape. She will report directly to Rakesh Menon, Chief Creative Experience Officer, Ulka.  

Mullick’s career spans both agency and brand environments, giving her a rare dual perspective on creativity and business. She spent 12 years at FCB Interface, beginning as an intern and rising to Group Creative Director, before moving to Australia for a stint with ANZ Bank’s in-house agency. This trajectory has equipped her with a deep understanding of creative leadership, team-building, and the business imperatives that shape brand-led thinking.  

Her portfolio includes work with leading brands across categories, such as Beiersdorf, Mondelez, Unilever, Mahindra, Skechers and Xiaomi. Among her most notable campaigns are ‘Ladki Haath Se Nikal Jayegi’ for Mahindra and Nanhi Kali, and ‘TR for Teacher’ for Navneet Education, both of which demonstrated her ability to combine cultural insight with compelling storytelling. These projects underline her capacity to create work that not only delivers on brand objectives but also leaves a lasting impact on society.  

Speaking about her appointment, Mullick said, “I already knew quite a few people at Ulka, and I’d seen first-hand how good they are, so the decision to join was an easy one. But what really excited me was seeing the ambition for where Ulka wants to go. There’s a real hunger to build something bigger and genuinely exciting. I’m really looking forward to being part of that journey and helping take it there.”  

Her arrival comes at a time when agencies are rethinking their creative models to adapt to shifting consumer expectations, digital transformation, and the demand for authenticity in brand communication. Mullick’s blend of strategic clarity and creative instinct positions her well to help Ulka navigate these changes and deliver work that is both culturally relevant and commercially effective.  

Rakesh Menon, Chief Creative Experience Officer, Ulka, commented, “Maithili brings a rare combination of clear strategic thinking and the creative instinct to turn that thinking into compelling work. Having worked with her for many years, I’ve also seen how naturally she brings out the best in people. That combination makes her an invaluable addition to the Ulka we’re building.”  

Industry observers note that Mullick’s appointment reflects Ulka’s ambition to sharpen its creative identity and strengthen its positioning within BBDO Group India. Her experience across independent agencies and brand-side environments equips her with the ability to balance entrepreneurial agility with the rigour of large-scale operations. As Ulka embarks on its next chapter, her leadership is expected to play a decisive role in shaping campaigns that resonate across India’s diverse cultural landscape.