Santharuban or Ruban has been in marketing for more than 16 years. He is now Vice President of Marketing for Etika Holdings in charge of brand marketing, events and sponsorship, public relations as well as new product development for brands like Wonda, Calpis, Goodday, Mountain Dew, Revive, Tropicana, Pepsi, etc. Ruban has served Permanis for 7 years and was previously with ntv7, NSTP, WOW FM and Celcom Axiata. He has judged for award shows like the Effie, PMAA Dragons of Asia, etc. The innovation and differentiation behind the launch of Wonda and Mountain Dew has won Permanis awards like a Gold Effie in 2014, MMA Advertiser of the Year 2015, and Marketer of the Year at the AMEA 2015 awards.