MUMBAI: The head of Content Plus at Mindshare Devendra Deshpande has moved on and joined renowned multi-media production house, Friday Filmworks as head of digital content and IP.

In his new role, Deshpande will create and monetise sustainable and scalable IPs for the ever growing digital/OTT space for domestic and international markets. He will also create new monetisation models around content, including franchising and l&M for Friday Filmworks.

Neeraj Pandey and Shital Bhatia's collaborative venture Friday Filmworks has completed a glorious decade in Indian Cinema. Having being set up in the year 2008, Friday Filmworks has believed in both content and cinematic experience. The journey began with A Wednesday, a film which became a sleeper hit back then and has set trend of content driven films in showbiz. Over the years Friday Filmworks has garnered immense love and appreciation from audience and critics alike. Neeraj Pandey and Shital Bhatia's Friday Filmworks has been a trendsetter in Bollywood. Over the decade it has delivered films like A Wednesday (2008), Special 26 (2013), Total Siyapaa (2014), Rustom (2016), Toilet: Ek Prem Katha (2017). 

Devendra  has been a part of GroupM for over eight years, and has served as the head of Mindshare Content Plus for the last three and a half years.

Devendra has 16 plus years of experience in developing long term strategic partnerships through a deep understanding of advertising, social, integrated marketing, consumer insights, and media. 

Over the course of his tenure at GroupM, he has worked closely with several top tier brands such as Unilever, Pepsi, GSK, Diageo, Kellogg's amongst others.