26FIVE Global Lab, a US-based brand growth management consulting firm and its global creative and technology labs, has appointed Ritesh Rao as CEO of 26FIVE India Lab.

Rao brings over 18 years of agency experience with leadership roles at Creativeland Asia, Isobar/Dentsu Group, and Lowe Lintas. He has been at the forefront of digital engagement for global companies spanning Unilever, Woodland, Nabard, and J&J Kellogs, most recently driving the market growth for brands including Pizza Hut, Netflix, Jio Saavn, AMNS, Capital Foods, India Today Group, Mercedes-Benz India, United Colors of Benetton, MTS India, and JetPrivilege.

"Ritesh brings deep expertise across media, a powerful ethos, and an impeccable track record in managing integrated strategies, award-winning creatives, and complex client structures for brands seeking to achieve exceptional growth," said Sophie Ann Terrisse, executive chairman of 26FIVE Global Lab.

Rao added, "I have admired 26FIVE's philosophy and methodology for building brands for faster-paced growth to achieve the highest returns for clients globally. I am excited to work with this energetic, insightful, and experienced team, and I look forward to further amplifying its impact in this region."

Established in Mumbai in 2009, 26FIVE India Lab, formerly STC Associates, is the India-based creative and technology Lab, part of the 26FIVE Global Lab network. Recent work includes branding Akasa Air, India's newest airline, crafting its identity, livery, and tagline 'It's Your Sky'.

Over the past 14 years, it has built extensive experience working with Indian companies to enhance their global reach and visibility, including a 20-year relationship with Tata Group companies, spanning Tata Communications, Titan, Zoya, and Tata Steel for Jamshedpur FC. The firm also worked with Airtel, HBO, Sony, and a base of BFSI clients such as ICICI, UTI, Bajaj Finance, ITI, and Edelweiss Mutual Funds.

Headquartered in New York City, it partners with venture capital firms, start-ups, and Fortune 100 companies seeking reinvention, business acceleration, and transformation.