MUMBAI: In a significant internal leadership transition, digital streaming platform ZEE5 has elevated Apoorva Mehandiratta to the position of Vice President – Marketing. Prior to this promotion, she served as the company’s Director – Marketing.
In her newly expanded role, Mehandiratta will spearhead marketing strategies for both Hindi and Marathi content, alongside driving overall content brand development across the entire streaming platform.
Profile and Proven Track Record
Mehandiratta has been instrumental in crafting the marketing narratives for several marquee originals and major entertainment properties at ZEE5. She brings over a decade of deep domain expertise across the media and entertainment spectrum, including films, television, and over-the-top (OTT) streaming platforms.
Her professional background includes key marketing roles at leading Indian media conglomerates:
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ALTBalaji: Served as the Head of Marketing for the streaming arm of Balaji Telefilms Pvt. Ltd.
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Viacom18 Motion Pictures: Led the theatrical and film marketing division.
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Star India: Managed marketing portfolios across Channel V as well as the network’s Hindi Movies cluster, which included flagship channels Star Gold and Movies OK.
Vision for Content Branding
Reflecting on her promotion and the changing dynamics of the streaming landscape, Mehandiratta stated:
“It has been an incredibly rewarding journey so far, and I’m thankful for the trust and opportunities that have shaped my growth over the years. As audiences continue to seek authentic and culturally rooted stories, I’m excited to contribute towards building stronger brand conversations and deeper viewer connections in this evolving entertainment ecosystem.”
