Ashish Patel is currently the Business and Creative Head of Yash Raj Films India Pvt. Ltd. He is also the Vice President of Brand Partnerships and Talent Management at Yash Raj. He predominately lives in Mumbai, India. He has completed his studies from Sydenham college of commerce & economics and KJ Somaiya's Institute of Management Studies in 1995. His passion of creating a business with good creative content was polished by his study in Economics and English Literature, followed by a Master in Business applications which included Communication and Marketing as his majors.
Before starting his journey at Yashraj, he used to work at MTV India, Viacom18 Media Pvt Ltd and SSC & B: Lintas. At the latter, he was responsible for Account Planning and Strategy. He successfully delivered a 90% strike rate in his time with New Business Pitches. Before starting B-school, he worked for a short period for Contract Advertising. He was responsible for repositioning and rebranding MTV India as his position as General Manager of MTV India. Furthermore, he was Vice President of Creative and Content. MTV has delivered it’s highest ever ratings, market share, profits, brand scores ad viewership under his leadership. In his work duration, some of the biggest franchises like Roadies, Splitsvilla, Stunt Mania were made.
He has been working with Yashraj since early 2010. Y-Films is an Indian distribution and production company. It has successfully worked on three movies, namely – Luv ka
, Mujhse Fraaandship Krogi and Mere Dad ki Maruti. Ashish wrote the latter two of the three. Clocking almost 20 million plus views on their YouTube channel in merely 90 days, Y-Films is also involved with various web series like
Band Baaja Baaraat
, Man’s World, 6-Pack Band, etc.
Ashish is responsible for PR and advertisements of multiple films like Sultan, Befikre, Dhoom franchise, etc. Talent Management handles all endorsements, films, events and digital for
, Rani Mukherjee,
Tahir Raj Bhasin
among others. All these stars are known for their 360 degrees approach towards work. Ashish's talent led solutions in branding include the successful Ranveer Singh campaign of the ad My Name is Ranveer Ching. He got nominated for an Indian Telly Jury Award for Best Director for the Soap and Drama Category and won Cannes Grand Prix Glass Lion 2016 for 6-Pack Band.