Singer Sonu Nigam has given the mandate of handling all his assignments to ITW Playworx. ITW Playworx, which is a part of ITW Consulting Pvt. Ltd., will adopt a complete 360-degree approach with respect to handling Nigam’s assignments related to live shows, concerts, branded content, digital extensions, movies, IPs, etc.

ITW Playworx has appointed Anant Nanoti as Business Manager for Sonu Nigam. Nanoti will be exclusively responsible for driving and managing business across all areas. He has been associated with ITW Playworx since its inception and brings in close to 20+ years of experience in the field of entertainment.

Commenting on the association, Sonu Nigam said, “I am glad to have given the mandate to the ITW Playworx family as I felt there was an instant connect when I first met the team. The energy was palpable and infectious, with a healthy exchange of ideas from both sides. I am looking forward to leveraging this relationship and taking the association to the next level.”

Bunty Bahl (Neeraj), CEO, ITW Blitz & Playworx Music, said, “We are delighted to associate with Sonu Nigam and look forward to bringing an enhanced and added value with respect to his engagements. We welcome Anant on board and are confident that his proven track record will further strengthen brand Sonu Nigam and break new grounds.”