MUMBAI – SonyLIV has appointed Prashant Iyer as its new Head of Marketing, poaching a key leader from Netflix India. Iyer succeeds Aman Srivastava, who recently moved on after a decade-long stint with Sony Pictures Networks India.
The “Social Juggernaut” Architect
Iyer brings nearly eight years of high-impact experience from Netflix, where he most recently served as Director of Marketing. He is widely credited with building Netflix India’s social media presence from a nascent 500,000 followers to a massive community of over 55 million.
Career Highlights:
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Netflix Impact: Spearheaded over 250 campaigns and was part of the core team that drove a 15x increase in revenue and subscriptions.
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Regional Reach: Served as the only director-level social leader for the APAC region, managing a strategy for over 200 million followers.
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Diverse Pedigree: Before Netflix, he managed digital brand commerce for Nike (overseeing the Myntra account) and held marketing roles at Titan Company.
Strategic Vision for SonyLIV
SonyLIV is currently in a fierce battle for “cultural cachet” and market share against global giants and local rivals. By bringing in a marketer known for building highly engaged digital communities from scratch, the platform aims to:
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Deepen Brand Voice: Leverage Iyer’s expertise in content-led social storytelling.
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Scale Subscriber Growth: Apply the “growth hacking” strategies that fueled Netflix’s Indian expansion.
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Omnichannel Strategy: Refine go-to-market plans for SonyLIV’s original slate and premium sports properties.
Iyer’s appointment signals SonyLIV’s intent to transition from a utility-based streaming service to a top-tier digital brand.
