The agency has also named Case Deenadayalan as its executive creative director. He was previously the creative director of Ogilvy & Mather Malaysia.
Lal takes over from Chit Quah, who had been the managing director of Euro RSCG in Malaysia since November 2004. He resigned at the end of last year.
Lal said: "Having worked in digital media, CRM and above-the-line communications, I've gained the ability to mentor our people and enable them to meet the challenges of a communication era that is fragmented, consumer-led and extremely dynamic."