Social Wavelength is now Mirum India
mirum

Our Story


We don’t write Destiny, it is Destiny that writes us

Social Wavelength is a Social First Digital Agency. We work with some of the largest brands and companies in the world to help them embrace Social and Digital platforms. We do this in a manner that is strategically aligned to help these organizations achieve their business goals. Approaching our work in this manner, is in our DNA.
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Sanjay and Hareesh, our Jt. CEOs are serial entrepreneurs. Their first venture together – homeindia.com was an Indian eCommerce venture they started in 1997. They ran homeindia.com for a decade, before exiting the business. After working in the corporate sector for a couple of years, each leading large businesses, they came back together to start Social Wavelength.
Between the two, they have the deepest understanding of the online consumer, as well as extremely strong business experience – a truly transformative combination – something that our clients have come to rely on, for their businesses. Mihir, our third co-founder comes from a technology background. Very early on though, he recognized Social technologies for what they were – a tectonic shift in how the world would work.
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Over the years, at Social Wavelength, we have built what is without a doubt our biggest asset. A team of highly motivated, creative and client-focused professionals. Together, we have partnered with a diverse set of clients, across industries, to help them achieve their business goals.


Our People


Sanjay Mehta
Joint CEO

Sanjay Mehta is a Bachelor of Engineering from VJTI (Univ of Mumbai) and M.S. in Electrical and Computer Engineering from the University of Southern California. Sanjay spent the first 10 years of his career in traditional engineering businesses, and thereafter co-founded Homeindia.com, one of Indias earliest ecommerce portals, selling ethnic Indian ware to global consumers. After exiting Homeindia, Sanjay spent about 1.5 years as COO of Compare Infobase Limited, before co-founding Social Wavelength.

Hareesh Tibrewala
Joint CEO

Hareesh is a Bachelor of Engineering from VJTI, University of Mumbai and a Master of Science from the University of Southern California, USA. He started his career with IFCM Counsellors, a human asset management company. In 1997, he co-founded Homeindia.com, one of India's first e-commerce sites. After exiting Homeindia, Hareesh was President with Jesons Industries for 1.5 years, before co-founding Social Wavelength.

Mihir Karkare
Executive Vice President

Mihir has been an early adopter of social media technologies with a particular interest in how social media is changing Big Business. He comes from a background of developing enterprise grade solutions for the web, desktop and mobile platforms. He brings to the table an understanding of the pulse of the social media and the technologies that enable it.

Naila Patel
Creative Director

With over 10 years experience as a visualiser & creative head, Naila is responsible for the creative side of Social Wavelength. She has worked with some of the best in the past- Communicate2, IB&W & R K Swamy to name a few.

Joy Das
General Manager – Media Planning

Joy is a veteran in the digital Industry with a career spanning over 14 years. His love & passion for all things digital has seen him at places like IBS , MSL Group & FCB Ulka, which only cemented his knowledge in the field of media buying.

Amarjeet Thakur
Senior AVP - Digital

With over 10 years of experience in advertising, communications and media planning, Amarjeet brings his vast experience in the digital world to Social Wavelength. He currently leads the digital team that conceptualizes and executes innovative digital marketing methods to meet brand objectives.​

Srikant Subramanian
General Manager - Business Development

Srikant is responsible for the impressive list of clientele at Social Wavelength. His experience of over 7 years, along with his efforts and flawless people skills, enables him to smoothly manage teams across technology, marketing & sales.

Kalpesh Patel
Technology Director

Kalpesh has over 19 years of experience working in both product and service companies in software domain. His experience in leading teams of software engineers and project management skills helps Social Wavelength in executing technology oriented digital projects in a timely fashion.

Kishore Shembekar
Associate Creative Director

Graduated from L S Raheja School of Art, Mumbai, I have more than 18 years of experience in the advertising industry. My association with international networks like JWT & Dentsu helped me pursue brand building ideas based on consumer insights. My experience in ATL, BTL, DM and Digital medium has helped me to gain a wide exposure to different forms of brand communication. During my long career, I have worked on many recognized brands - Tata Docomo, Pepsi, Bharat Benz, Park Avenue, Skechers, Thomas Cook, ICICI Direct, Jet Airways, HPCL, Taj Hotels, Standard Chartered Bank, LIC.. to name a few.

Hemang Shah
General Manager - Finance and Accounts

Hemang Shah is a General Manager - Finance and Accounts of the Company. His responsibilities include Corporate Finance, Financial Accounting, Budgeting, Treasury, Costing and Legal & Secretarial. He has over 14 years of professional experience working in Service and Manufacturing Industries. Prior to joining Mirum India, he was working with Vopak India, where he was handling Corporate Finance and Project Finance. He is MBA Finance from NMIMS, Mumbai, LLB from Mumbai University and Bachelor in Commerce from Mumbai University.

Sunil Nair
General Manager - SMCC Operations

Sunil is a graduate in Engineering from TSEC Mumbai. He is a specialist in Operations and Customer Experience with a work experience of 14 years in the Telecom sector. He brings to the table expertise spanning across Customer Lifecycle Management, Omni Channel support, Process Migration, Efficiency Projects, NPS strategy, Client management, and P&L management.