MUMBAI: SBI’s Chandramohan Mehra has joined Multi Screen Media’s (MSM) family comedy entertainment channel Sab. While Mehra was unavailable for a comment, sources within the channel confirmed the development. Today is his first day at the channel as senior VP marketing.

It was two weeks ago that the news broke that the SBI Life Insurance country head – emerging business  was quitting after eight years with the company.

Indiantelevision.com had reported that he would be joining the entertainment industry.

Prior to this, Mehra led the brand and communication initiatives, before being elevated to country head – emerging business at SBI, last year. In his recent role at SBI Life, Mehra spearheaded the creation of online business and the cross sell vertical. The new business premium generated through online vertical grew rapidly to five fold, with SBI Life gaining a lead position in the digital business, in recent months.

Sab’s senior vice president marketing and communications Harjeet Chhabra had left the organisation on 5 May after a six year stint to join Adlabs Imagica.