Basir had joined the agency in July 2008 in Mumbai, and was responsible for key businesses, new initiatives and the various verticals of the agency. Before this he was in China for eight years as managing director, Red Lounge - a Coca-Cola venture created especially for the Beijing Olympic Games.
Basir has about 15 years of experience, having started at Chaitra Leo Burnett (now Leo Burnett) in Mumbai in 1995 as an account executive. In 2000, Basir moved on to Leo Burnett China as group brand director for its Shanghai office.
He then joined McCann Erickson, Shanghai as group business director.