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Mathur has had a long stint, 18 years, with the Bennett Coleman & Company Limited (BCCL), during which he held a range of portfolios. Insiders say that his experience at Times Music and Times Multimedia has afforded him expertise in ad sales and in settling sponsorship deals.

At Amar Ujala, Sunil Mutreja (president marketing) will be Mathur’s reporting head. Mathur’s entry will ease some load off Mutreja who thus far had to deal with the responsibility that Mathur will now assume.

Mathur will be responsible for corporate ad sales at Amar Ujala, and his remit will include Delhi, Mumbai, and southern and eastern regions. According to reports, the paper will appoint a separate head for regional markets such as Uttar Pradesh and Chandigarh.