Socializta co-founder Mudit Swarup to lead GroupM's INCA in Thailand

Mudit Swarup, co-founder and CEO of influencer marketing company Socializta, has joined GroupM as head of INCA Thailand. INCA is GroupM's AI-powered influencer marketing solution that enables brands to run influencer marketing campaigns across and beyond social platforms to achieve real outcomes for marketers.

Swarup co-founded Socializta in 2017 and according to him, the agency scaled to THB50 million in revenue within three years. Its mission was to consistently publish useful branded content that inspires, educates or entertains customers. Some of the clients it has worked with include Unilever, Toyota, Netflix, Brands Suntory, Kimberly Clark, Telenor's dtac, Huawei, Glico, JCB and Nivea. Prior to that, Swarup worked at BW Businessworld, Times Network, Percept Sports and Entertainment, and Bellset Entertainment, according to his LinkedIn. 

"When I was presented with the opportunity to join INCA, looking at the worldwide scale of GroupM, the leverage of its media investment might and the merit of its proprietary tech stack, I found it a very compelling proposition. I look forward to contributing and accelerating the growth of INCA in Thailand," he told Marketing. Swarup explained that his vision for this new role is to bring an unfair advantage to GroupM's clients' campaigns, which will in turn help accelerate the adoption of INCA.

"Socializta gave me a ground up experience of building a fast evolving influencer marketing business. It also helped me (the hard way) how to navigate the innumerable loopholes and blind spots of the business both on the brands and the influencers end. I think i will be able to bring these invaluable experiences to help the growth of INCA," he added. Swarup has since sold off his shares to Benetone Films, which incubated Socializta the very same year it was founded. Marketing has reached out to GroupM for comment.