Mumbai: Lintas C:EX Entertainment, the newly launched branded and original content division of MullenLowe Lintas Group has named Niranjana H as creative director – brand solutions.

In this new role, Niranjana will be responsible for identifying and creating content opportunities for brands. The appointment is effective immediately, said the company.

MullenLowe Lintas Group aims to strengthen its foothold in the original and branded content space through Lintas C:EX Entertainment. This new appointment is another step in the direction of furthering the divisions’ vision of telling impactful and entertaining stories.

A broadcast media and entertainment professional, Niranjana comes with over nine years of production experience across films and television with expertise across the board in ideation, producing, writing, pre-and post-production. Her experience across different genres –both fiction and non-fiction – combined with a strong understanding of content development – both scripted and non-scripted – will help the division to curate a slate of original content Ips, according to the agency.

In her previous professional journey, Niranjana has been a part of Discovery Communications, Zee Entertainment and most recently, Arré (U Digital Content). She has been responsible for story development, scripting, production and the final output for fiction programming during her aforementioned stints. At Zee Entertainment, Niranjana contributed to more than five primetime shows as well as weekend shows – "Qubool Hai," "Neeli Chatri Wale," and owned the programming, content curation and strategy for TLC, TLC HD World and Investigation Discovery at Discovery Communications. She also served as executive producer on Discovery and Discovery Plus originals apart from the curation.