In a strategic move signalling the fusion of marketing innovation and artificial intelligence, seasoned advertising leader Mandeep Malhotra has joined Neugenm AI as Partner – Experiential. This announcement was made public by Ashish Thukral, Co-founder and CEO of Neugenm AI, in a LinkedIn post celebrating the collaboration.
Malhotra, best known as the co-founder of The Social Street and a former senior executive at DDB Mudra, brings over two decades of expertise in brand activations, media strategy, and integrated marketing. His entry into Neugenm AI marks a significant milestone for the startup, which is positioning itself as a new-age AI-driven marketing ecosystem.
Vision for AI-Powered Experiential Marketing
Neugenm AI describes itself as a next-gen Martech platform that brings together data, creativity, and AI-driven insights to enable personalised and scalable customer experiences. The company operates at the intersection of AI, consumer behaviour analysis, and marketing automation.
With Malhotra on board, Neugenm AI aims to further strengthen its experiential marketing and consumer engagement verticals, blending physical brand experiences with intelligent data-driven strategies.
In his announcement post, Ashish Thukral said, “Exciting partnership announcement! This one’s extra special. Mandeep, the energy, ideas and people-connect you bring with you is unparalleled. Look forward to building this journey with you.”
Malhotra echoed the sentiment in the comments, stating, “It’s a great time to transform with like-minded visionaries. Looking forward to building great things together at Neugenm AI.”
Background: A Veteran in Experiential and Activation
Malhotra's resume includes leadership roles at some of India’s most recognised marketing agencies. Prior to co-founding The Social Street in 2015, he served as President at DDB Mudra Group's OOH and experiential marketing division. He has played a key role in numerous award-winning campaigns in India and abroad and has also been an active jury member at global advertising festivals.
His strength lies in building creative platforms and on-ground activations that blend storytelling, emotion, and technology—skills that align with Neugenm AI’s focus on AI-powered customer journeys.
This move comes amid a rising trend of AI-integrated experiential marketing, where brands are seeking to move beyond traditional formats and create meaningful engagements using real-time data, predictive analytics, and immersive technologies like AR/VR and conversational AI.
Neugenm AI’s Evolving Leadership and Direction
Launched in 2023, Neugenm AI has attracted attention in the Indian Martech ecosystem for its AI-first approach to brand building. The company offers solutions across customer segmentation, campaign personalisation, media planning, and performance measurement, all built on proprietary AI models.
With its leadership team comprising industry veterans from creative, digital, and data science backgrounds, the company is actively building AI tools tailored for marketers, CXOs, and agencies.
The addition of Mandeep Malhotra signals an expansion into phygital engagement strategies, aimed at combining physical brand experiences with digital tracking and AI analytics. This approach is particularly relevant in today’s marketing landscape, where consumer attention is fragmented and personalisation is key.
Industry Response and Strategic Outlook
The announcement has generated buzz across the advertising and martech community. Industry peers have welcomed the move, acknowledging Malhotra’s knack for disruptive thinking and leadership.
With India witnessing rapid adoption of AI tools across sectors, Neugenm AI’s timing appears strategic. According to recent industry reports, over 60% of Indian marketers plan to increase their AI investments in 2025, with use cases spanning customer service bots, creative generation, lead scoring, and campaign optimisation.
As brands increasingly seek integrated AI and experiential solutions, Neugenm AI is aiming to occupy this white space. The platform's roadmap includes building proprietary AI applications for event personalisation, emotion detection in campaigns, and real-time customer interaction.
Mandeep Malhotra’s addition as Partner – Experiential at Neugenm AI marks a pivotal chapter for the company as it continues to scale its Martech vision. With an emphasis on creativity, technology, and data working together, this collaboration is poised to drive innovation in how brands engage with consumers across touchpoints—both physical and digital.