Sidhartha Samal is Digital Head, Africa and Middle East for Olam, a leading food & agri-business company with presence in over 70 countries. Prior to this role, he has been a career marketer and has worked for leading brands like Airtel, Hewlett Packard in India and Olam’s Packaged Foods Business in Nigeria. He has championed digital marketing initiatives in Nigeria including a series of advertising campaigns with Mark Angel comedy which generated more than 50 Million+ views. He has spent close to 7 years in Africa, travelled extensively and has a deep understanding of West African consumers. In his current role he interacts with farmers, traders, consumers, start-ups across different parts of Africa. He uses that understanding to develop digital products which are tailor made for Africa. He believes Africa would be the center of gravity of the World market and Digital would be key driver to bring that change. Hence, he is quite passionate about driving digital in Africa. Beyond work, football is his passion. He is a Real Madrid fan and regularly tweets on football, different sports & various other topics. He is a sports enthusiast and likes reading, travelling and exploring with food.