MUMBAI — Edelman has hired H+K Strategies veteran Vinod Moorthy to lead its critical Tata business, which the firm manages in conjunction with ad agency Rediffusion Y&R.

Moorthy departs H+K after almost nine years, most recently as North India SVP and Asia-Pacific corporate lead. H+K has responded to Moorthy's departure by restructuring its Indian leadership.

As director of Rediffusion/Edelman, Moorthy takes over from Jimmy Mogal, who moves into a senior advisory role at Edelman India. Based in Mumbai, Moorthy reports Edelman India MD Rakesh Thukral.

Rediffusion/Edelman secured the lucrative Tata mandate in 2011 following the shutdown of local firm Vaishnavi, and has grown it to include a global assignment for Taj Hotels. However, Tata hired Moorthy's former firm H+K last year, when it looked outside the Edelman alignment for its new airline.

"I am confident that with his multifaceted experience he will add substantial value to our offering to the client," said Arun Nanda, chairman and managing director of Rediffusion Y&R.

Prior H+K, Moorthy worked at Ketchum Sampark, Good Relations India and served a stint heading GCI.