Idea Cellular has appointed Sashi Shankar as the new Chief Marketing Officer, Shankar has confirmed to MediaNama. Prior to this appointment, Shankar was the Chief Operating Officer for Idea Cellular’s Mumbai circle, and he informs us that it has not yet been decided who will take over that role for the Mumbai circle.

According to his Linkedin profile, Shankar has been with Idea Cellular since 2001. Prior to that, he was VP Sales at Mattel India and All India Sales & Marketing head at Blow Plast.  Pradeep Shrivastav, the former CMO of the company, had left the company in July 2010, under controversial circumstances. He later joined Videocon Telecommunications as Director of Operations. Shankar’s appointment comes shortly after Himanshu Kapania took over as Idea Cellular MD from Sanjeev Aga.

Idea Cellular has recently launched the MyCash service in partership with Axis Bank, looking at providing mobile money transfer serives. Idea is facing some regulatory issues, with its merger with Spice Communications being stayed by the Delhi High Court.