Pavan Kharbanda takes on partner role at Entropia

Entropia has appointed Pavan Kharbanda (pictured) as its partner, to expand its leadership line-up. In his new role, Kharbanda will be responsible for leading commerce, investor relations, expansion and media investments.Prior his appointment, Kharbanda was head of Havas Media Group’s middle office for over a year. Before joining Havas, he served as the CFO of IPG Mediabrands in Asia alongside founder of Entropia, Prashant Kumar from 2012 to 2016. Before IPG, Kharbanda also worked with various companies such as Grey Global GroupSouth East Asia,  Group-M in Sydney, and Ernst & Young in San Jose among others. According to Prashant Kumar, Kharbanda understands both value creation and value capture equally well, which is just the leadership Entropia savours.“Kharbanda is one of his kind in our business – bold, brilliant, passionate and world-class. His joining the team means that each of our leaders have more time to focus on the product advantage, and business effectiveness for our clients,” Kumar added.“It’s a homecoming of sorts for me. In the last 18 months, Entropia has led the industry in so many ways and grown from a start-up to, well, a grown up. I look forward to bring my own piece of future to Entropia and help take it to yet another level,” Kharbanda said.In addition, Entropia has also launched two new campaigns for Wonda Coffee and Pepsico.For Wonda Coffee, Entropia has helped to roll out its first toll-free lane, WondaLane in Kuala Lumpur in a bid to celebrate International Coffee Day, followed by JB and Penang as its next stop. The campaign is also launched to reward Wonda fans with a free toll, and drive product awareness for its latest product, Wonda Pet Bottle.According to the agency, its target audience of working adults spend a long journey to their workplace everyday. On average, KL commuters spend an average of 53 minutes in traffic congestion on a daily basis, making toll one of the most relevant avenue for this campaign activation. This campaign lasted for a total of two days, with an estimated media cost below RM100k.Meanwhile for Pepsico, a campaign titled "Drink the Future", was introduced to promote its new product, Pepsi Black, running from March to May 2018. The product launch follows its brand promise to bring consumers a zero-calorie product without compromising on the bold cola taste.“Advances in research and technology has allowed for the creation of an unparalleled recipe and formula that keeps Pepsi delicious, providing a future where consumers can experience great cola taste with no calorie,” Santharuban T. Sundaram, vice president of marketing at Etika said.