AMARDEEP SANADHYA JOINS RADIO MIRCHI AS VP & REGIONAL DIRECTOR – IMPACT PROPERTIES

Radio Mirchi has appointed Amardeep Sanadhya as Vice President & Regional Director – Impact Properties for the West and Central Zone. With over 17 years of experience in media, PR and IP monetisation, Sanadhya will drive brand campaigns and monetisation strategies across Gujarat, Rajasthan and Madhya Pradesh, strengthening Radio Mirchi’s IP-led initiatives.

Radio Mirchi, operated by Entertainment Network India Limited (ENIL), has announced the appointment of Amardeep Sanadhya as Vice President & Regional Director – Impact Properties for the West and Central Zone. In this newly defined leadership role, Sanadhya will oversee the monetisation of major intellectual properties across key markets in Gujarat, Rajasthan and Madhya Pradesh, while curating integrated 360-degree marketing campaigns for brands. His remit includes blending on-ground activations, digital platforms and on-air programming to deliver impactful brand experiences that resonate across diverse audiences.  

Sanadhya brings with him more than 17 years of expertise spanning media, public relations and IP monetisation. He spent nearly 12 years with Optimal Media Solutions, part of the Times of India Group, where he most recently served as Deputy Chief Manager & Cluster Head – Gujarat. In that capacity, he was responsible for branded content and IP monetisation across multiple branches in the state, building a strong track record in driving innovative brand solutions.  

His career journey also includes stints with Big FM, Times Response and the Dainik Bhaskar Group, where he gained extensive exposure to media sales, content development, brand partnerships and intellectual property monetisation. This breadth of experience positions him well to lead Radio Mirchi’s ambitious efforts in expanding its IP-led offerings and creating integrated marketing opportunities for advertisers.  

The appointment underscores Radio Mirchi’s commitment to strengthening its impact properties portfolio and delivering innovative brand experiences across the West and Central markets. With Sanadhya at the helm, the network aims to further consolidate its leadership in IP-driven brand solutions, leveraging its multi-platform presence to create campaigns that are both commercially effective and culturally resonant.