Zarif Tapia to lead Edelman’s ‘Cream Events’

Zarif Tapia joins Edelman’s experiential marketing firm from Wizcraft

Edelman has announced the appointment of Zarif Tapia as head of its specialty company ‘Cream Events’, an experiential marketing unit. Based in Mumbai, Tapia will lead Edelman India’s events business and will report to Rakesh Thukral, managing director of Edelman India.

With over 20 years of experience in experiential marketing, Tapia joins Cream Events from ‘Brand Activation’, a division of Wizcraft International Entertainment. In addition to regional leadership, his profile at Brand Activation included developing integrated experiential marketing solutions across multiple platforms, including events, digital, PR and TV/radio.

“We are delighted to have Zarif on board,” said Thukral. “He brings to the table strategic thinking, experiential innovation and the ability to drive business growth – skills honed over long years. His proven track record of delivering experiential excellence across sectors will strengthen our integrated offering for our clients. We welcome him to the Daniel J. Edelman India family.”

Over the years, Tapia has counseled a wide range of Indian and multinational clients across the corporate, consumer, lifestyle and luxury sectors. More recently, he spearheaded Wizcraft’s venture into exposition and exhibition management, running prestigious projects such as the MCHI Property Expo, the largest property expo in India, and the IIFA Expo.

“I am excited about this opportunity to lead Cream Events,” said Tapia. “Experiential plays a vital role in the communications marketing mix today and I am looking forward to heading a team of event specialists who will bring creative and innovative solutions to our clients across sectors.”