Gaikwad, along with creative director Raj Kurup, will head up Grey's creative department in Mumbai.
The pair have worked together in the past, with Kurup doing a stint at Leo Burnett's second agency, Orchard. Gaikwad said that after four years at Leo Burnett, he felt it was time to move on. At Grey, the duo will aim to regain some of the creative ground the agency has lost over the last decade. Gaikwad said: "Grey has a lot of potential and some of the new accounts are exciting. Our goal is to make the agency more visible."
While living up to the legacy of Grey India's pre-merger avatar - Trikaya - will be challenging, Gaikwad noted: "We want to bring the agency at least into the top five in the first year. There are a lot of young creatives in Grey who share the same vision."