Kulfi Collective has expanded its leadership team with a series of key appointments and promotions as the creative company looks to scale its culture-first approach and strengthen its capabilities across creativity, technology, strategy, and innovation.

As part of the leadership overhaul, the company has appointed Aditya Mehendale as Executive Creative Director. It has also elevated Jayson D’Mello to Chief Innovation Officer, Abhimanyu Singh to Chief Strategy Officer, and Abhinandan Jain to Chief Financial Officer.

The restructuring comes as Kulfi Collective sharpens its focus on helping brands become active participants in culture through content, communities, experiences, intellectual properties, and technology-driven solutions. The company aims to build what it describes as “cultural objects” that move beyond traditional advertising and become part of everyday consumer conversations.

In his new role, D’Mello will lead the integration of artificial intelligence and emerging technologies across strategy, intelligence, and production functions. Singh will oversee the development of client-facing offerings spanning cultural intelligence, analytics, creative systems, and content distribution, while Jain will guide the company’s financial strategy as it expands its operations and global reach.

Mehendale joins Kulfi Collective with over a decade of experience across leading agencies. Most recently at Leo Burnett, he previously spent eight years at Schbang, where he served as National Creative Head and worked on campaigns for brands including Amazon Prime Video, H&M, Jeep, Fevicol, and Mattel.

Founded on the belief that brands must participate in culture rather than simply advertise around it, Kulfi Collective has worked with companies such as Spotify, Netflix, Meta, Red Bull, LEGO, and Nothing. The leadership expansion marks the next chapter in the company’s growth as it continues investing in AI-powered creativity, immersive storytelling, and community-driven brand experiences.