Madison Loop appoints Sudarshan Karandikar as Vice President

Madison Media Loop, a unit of Madison World, is delighted to announce the appointment of Sudarshan Karandikar as Vice President to drive strategic innovation. 

Sudarshan is a seasoned advertising and marketing professional with over two decades of experience across India’s leading agencies, including Ogilvy, McCann, FCB Interface, SSB & B Lintas, and Dentsu. Known for his sharp strategic thinking and cultural sensitivity, Sudarshan has led brand-building efforts across categories such as FMCG, BFSI, Automobile, Travel, and Entertainment. His portfolio features impactful campaigns for brands like Perfetti, Go Air, Saffola Masala Oats, ICICI Direct, ITC, Mahindra Tractors, and Nickelodeon. 

He, along with the creative team, played a key role in bringing to life one of India’s most internationally acclaimed social campaigns — Mumbai Traffic Police’s Punishing Signal — which won top honors at D&AD and The One Show for its innovation and cultural relevance. Sudarshan led the execution, ensuring the idea translated seamlessly from concept to impact. 

Beyond mainstream advertising, Sudarshan has consulted for a leading creative agency, a premium travel brand, and a global single malt entering the Indian market. He is also in the process of developing music and content IPs designed to resonate with emerging consumer mindsets and digital behaviors. 

“We’re pleased to welcome Sudarshan to the Madison family, his depth of experience across some of the most respected agencies and brands, combined with his strategic clarity, creative agility and the ability to create fun in the workplace, makes him a strong asset to Madison Loop. As we continue to expand our digital-first creative offerings, his leadership will play a key role in delivering impactful and culturally relevant solutions for our clients”, said Vikram Sakhuja, Group CEO, Madison Media and OOH. 

Sudarshan Karandikar, Vice President, Madison Loop, comments, “I’ve always believed that culture, creativity and technology are the three levers that can truly shift brand narratives, joining forces with Madison Loop is exciting because the team here shares that belief—and is actively building for the future. I’m looking forward to co-creating ideas that not only break through the noise but leave a lasting imprint.” 

Madison Media, India’s largest homegrown communication agency, has been ranked the World’s 4th Largest Independent Media Agency by RECMA. At the recent e4m Prime Time Awards 2025, Madison Media was awarded ‘Media Agency of the Year’ for the 6th time. The agency was also honoured with the ‘Outdoor Media Agency of the Year’ title at the e4m NEON OOH Awards 2025 for the 3rd time. Additionally, Madison Media was awarded ‘Independent Agency of the Year 2024’ at the e4m Media Ace Awards. The agency has won over 300 awards in the past 2 years.