MUMBAI: Anil D Ambani-led Reliance Entertainment's Big Synergy has strengthened its creative team with the appointment of Salil Arunkumar Sand as senior creative director.

With over two decades of experience in writing, directing and creating some of Indian television’s fiction and non-fiction shows, Sand will be based at the company’s Mumbai office. Some of the shows in which he demonstrated his creative prowess that millions of viewers have enjoyed over the years include Indian Idol, Jassi JaiseKoi Nahin, Kyunki Saas Bhi Kabhi Bahu Thi, Kahin Toh Hoga, Khamoshiyaan and Boogie Woogie.

Reliance Entertainment’s Big Synergy CEO Rajiv Bakshi shared, "We are steadfast in our commitment to invest in the development and production of entertaining content and formats across fiction, non-fiction and factual genres, and enable omniplatform consumption. Salil will strengthen our existing team of content visionaries and empower Big Synergy’s drive to create must-watch content.”

In the past, he has worked with leading media companies including Zee Entertainment, Sony, Star and Balaji Telefilms.

Sand said, "I am focussed to utilise my experience in creating successful content for Big Synergy’s clients in national and regional markets. I am excited with this opportunity to work along with the finest creative leaders in the industry and contribute to the company’s vision to create engaging content.”