MUMBAI: Reliance Media World Ltd.( RMWL), has  appointed Vineet Mittal as business head, for the rural marketing space of its experiential marketing division, BIG Live. Mittal’s main area of focus will be to create rural activation properties and conceptualize events which will be amplified on radio.

The task ahead for Mittal, will be to optimize business opportunities available in the tier II and III cities tapping the 193 districts that Reliance Media World’s radio business BIG FM covers, while touching almost 200 million Indians across the country. He will be based in Delhi and will report in to, Reliance Media World Ltd business head – Experiential Marketing, Out of Home and Digital business Rabe .T. Iyer.

Iyer said, "Vineet’s hands on experience in working in rural India coupled with his rich industry expertise promises to work as a huge advantage to the company. Rural brand programs are seeing exponential growth and have an enormous business potential making it a significant focus area for us. We are happy to have Vineet spearheading this business and leading the team to deliver customized solutions to suit clients specific brand needs and explore new revenue models."