MUMBAI: Sony Entertainment Television has appointed Rajesh Devraj as executive creative director to spearhead SET's creative content and programming.
A company release states that Devraj's key responsibilities will include providing the creative & strategic direction to SET's programming, defining the look and feel of the shows and evolving characters to be showcased. He is tasked with creating an environment to build the best talent pool and above all provide a unique creative edge to SET in the market place.
As a member of the initial team that set up Channel [V] and developed its brand identity, Devraj moved on to become creative director & programming head of the channel and was instrumental in the success of the channel. Devraj also worked with MTV where he wrote and conceptualized its first show out of India, Oye MTV, the show that was created when MTV was part of the Star Network.
As a creative person, Devraj worked with Hindustan Thompson Associates (HTA) and Enterprise Advertising on campaigns such as Hero Allegro, Hero Ranger, Maurya Sheraton, Maggie Sauces and Maruti Corporate, Leela Kempinski, Nirlep, Zero-B and Vazir Sultan Tobacco amongst many award-winning ones.
In his role prior to SET, as writer, director & consultant (under the name Thoughtbubble) he has handled various projects, the release says.