Siddharth Bijpuria has joined upGrad as Head of Content for its D2C business, bringing a two-decade career across content leadership, digital entertainment, marketing and communications.
He announced this move via a linkedin post.
Bijpuria most recently served as Head of Creator Content for Sparks at JioHotstar from November 2024 to December 2025, where he led the creator-driven programming slate and oversaw the launch of more than 30 unscripted shows that bridged the creator economy with mainstream OTT.
Before this, Bijpuria spent close to eleven years at Viacom18 in leadership roles across JioCinema and Voot. He was Vice President and Head of Non-Fiction Content Strategy, Growth and Retention Marketing at JioCinema between 2023 and 2024. From 2020 to 2023, he led AVOD Content Strategy and Acquisitions for JioCinema and Voot. Prior to that, he headed Content Partnerships and the Regional Business at Voot from 2017 to 2020, following his earlier role leading corporate marketing, communications and CSR at Viacom18 from 2014 to 2017.
Earlier in his career, Bijpuria worked in public relations across Genesis BCW, PR Pundit and Vitcom Consulting between 2007 and 2014, managing clients such as Ford India, PepsiCo, CNN, United Breweries, HomeShop18, NDTV Group, NDTV Imagine, Tata Housing and Delhi Fashion Week.
He began his career as an Associate Manager at Perfect Relations from 2006 to 2007, after short stints as an Artist Manager at Nirvana Hospitality in 2006 and a Customer Care Executive at Wipro BPO in 2005.
