Edelman has expanded its creator marketing leadership across Asia-Pacific with the appointments of Sushant Vithaldas as Head of Creator Marketing, India, and Vimlarithan (Rithan) Vijaya as Creator Marketing Leader, Southeast Asia.
Based in Mumbai, Vithaldas will lead the firm's creator marketing practice in India, while Vijaya, based in Malaysia, will oversee creator strategy across Southeast Asia. The appointments are aimed at deepening Edelman's creator capabilities and integrating creator-led solutions more closely with social, paid and performance marketing programmes across the region.
The move comes as brands increasingly turn to creators to build trust, cultural relevance and audience engagement in an evolving media landscape. Edelman said rising client demand across Asia-Pacific is accelerating the need for market-specific creator strategies that combine influence, storytelling and measurable business outcomes.
Kenny Gold, Global Chief Creator Officer at Edelman, said the appointments reinforce the agency's focus on what it calls the "Trusted Creator" model.
"In an era where audiences increasingly rely on people and communities they trust, creators play a critical role in shaping influence. Sushant and Rithan bring deep market expertise that will help clients build meaningful engagement through earned-led storytelling and partnerships with influential voices across the region," he said.
Rakesh Thukral, CEO, Asia Pacific at Edelman, added that creator partnerships have become an essential component of modern communications strategies.
"Creators are now central to how influence is earned and sustained, particularly in Asia-Pacific's highly diverse and fast-moving markets. Whether B2B or B2C, organisations today need creator partnerships to effectively connect with audiences. These appointments reflect our continued investment in helping clients build programmes that earn both attention and trust," he said.
Expanding Creator Marketing in India
Vithaldas joins Edelman with more than 20 years of experience spanning marketing, digital strategy, content and brand communications.
Most recently, he was with Collective Artists Network, where he drove revenue growth and strategic brand partnerships across creator ecosystems and emerging media platforms. Prior to that, he played a key role in scaling integrated digital and creative services at Schbang. His career also includes senior leadership roles with Landmark Group, Dell Technologies and Apple in India.
"The creator economy is opening new avenues for brands to engage audiences through culture, community and storytelling," said Vithaldas. "Edelman's strength at the intersection of trust, earned media and integrated communications creates a unique opportunity to build impactful creator-led programmes for clients in India."
Driving Regional Strategy in Southeast Asia
Vijaya brings experience across entertainment, digital media and creator ecosystems. Most recently, he led creator strategy at Monks, overseeing regional and global campaigns for brands including Google and Vaseline.
Earlier in his career, he helped develop creator networks at Astro and Rocketfuel Entertainment. Having begun his professional journey as an independent musician, Vijaya brings first-hand experience in audience development and creator-led community building.
"In Southeast Asia, success depends on understanding what audiences genuinely value and trust," said Vijaya. "Edelman's approach to trust and cultural relevance provides a strong foundation for building creator programmes that are not only visible but also credible, meaningful and enduring."
The appointments underscore Edelman's broader investment in creator marketing as brands increasingly shift spend toward influencer and creator partnerships to drive awareness, engagement and long-term brand affinity across Asia-Pacific.
