Virtue Worldwide, a creative agency associated with VICE Media Group, has appointed Saumya Baijal as director of brand strategy, expanding its leadership team in India. Virtue specialises in assisting brands in finding an authentic voice within culture. Operating across 17 cities in 13 countries, Virtue operates as a global agency, assembling custom teams with diverse skills to foster creativity and innovation.
Baijal joins Virtue with extensive experience in various roles including ad woman, writer, storyteller, poet, radio presenter, theatre personality, and activist. She has previously held positions at advertising networks such as Ogilvy, McCann Erickson, and MullenLowe Lintas Group. Her work includes collaborations with brands like Absolut, Google, and Fabindia.
“In a world that is more divided than ever before, Saumya is one of those rare individuals that sees the world, not for what it is, but what it can be. She is a force of nature, unafraid to confront the real or challenge the status quo to move the conversation forward in culture. We are beyond ecstatic to have her with the Virtue India leadership team to take us into our next era of growth in India,” Huiwen Tow, head of strategy, Virtue APAC, said.
“I am very excited to be a part of Virtue. The idea of diving deep into constantly evolving culture, extracting the insight, and then giving it a distinct flavour, is a very very interesting challenge. In a world that changes so quickly and so drastically, finding anchors for a brand, embedded in culture, is not only important but necessary. Virtue understands this, and I can’t wait to explore more with the very talented team that has already set up a young, energetic, spirited place, committed to the same endeavour,” Saumya Baijal said.
Virtue Worldwide is expanding its presence in the Indian advertising industry, focusing on team enhancement and leadership development. The company emphasizes innovation and collaboration, forging partnerships with brands such as Diageo, poppi, Delta, Vanguard, P&G, General Mills, H&M, Volkswagen, McDonald’s, eToro, Red Bull, and Converse. Noteworthy campaigns include Backup Ukraine, Weedmaps’ Museum of Weed, Dove’s Dear Future Dads, Q the Genderless Voice, and Carlings adDRESS the Future. Virtue prioritizes diversity and innovation in its team selection process.