Chinmay Kelkar Appointed Director, Media & Integrated Ecosystems at Mars Snacking Asia

Chinmay Kelkar has been appointed as Director, Media & Integrated Ecosystems, Mars Snacking Asia at Mars. In his new role, he will lead media and integrated ecosystem strategy across an expanded portfolio covering Chocolate, Gums, Mints, Fruity Confectionery, and Pet North Asia, with Cereals and Salty Snacks now added as Mars and Kellanova come together.

The appointment comes as Mars continues to build more connected brand ecosystems across Asia’s diverse and rapidly evolving markets.

Leading Media and Integrated Ecosystems Across Asia

In his new role, Kelkar will oversee media and integrated ecosystem strategy across a broader portfolio of categories and markets. His mandate will involve connecting media, communications, and brand ecosystems across the expanded Mars Snacking portfolio.

The addition of Cereals and Salty Snacks follows the coming together of Mars and Kellanova, further broadening the categories within Kelkar’s remit.

Extensive Experience Across Complex Media Markets

Kelkar brings extensive experience in media and integrated communications, with professional experience across China, India, and the wider APAC region.

His career has spanned a range of categories, including B2B, sports, telecom, automobiles, and FMCG, giving him experience navigating varied consumer audiences and complex media environments.

More Than 13 Years with WPP Media

Before joining Mars, Kelkar spent more than 13 years at WPP Media, where he held senior roles spanning strategy, client business, and media transformation.

His most recent position was Head of Transformation & Regional Client Business Director, APAC at EssenceMediacom, part of WPP Media. The role involved working across regional client businesses and transformation initiatives.

Building Connected Brand Ecosystems

Kelkar’s move to the expanded Mars Snacking Asia role comes as the company looks to strengthen connections between its brands, media strategies, and broader integrated ecosystems.

With responsibility across an increasingly diverse portfolio, his experience across markets and categories will be applied to shaping media and integrated ecosystem strategies for Mars Snacking Asia.

A Broader Mandate at Mars

Kelkar previously joined Mars as Asia Media and Integrated Ecosystem Director, Mars Snacking. His latest appointment expands his responsibilities as Mars integrates additional categories following its combination with Kellanova.

The role places media and integrated ecosystems at the centre of Mars Snacking Asia’s efforts to build connected strategies across its growing portfolio and the region’s varied markets.