ZEE5 has promoted Apoorva Mehandiratta from Director – Marketing to Vice President – Marketing, expanding her leadership role across the platform’s content and brand marketing initiatives.
In her new role, Mehandiratta will continue to oversee marketing for Hindi and Marathi content while also driving broader content brand development for the streaming platform. Over the years, she has played a key role in shaping the marketing narrative for several flagship originals and entertainment properties, with a focus on audience engagement, content positioning, and culturally relevant storytelling.
Before joining ZEE5, Mehandiratta served as Head of Marketing at ALTBalaji, the streaming platform owned by Balaji Telefilms. She has also worked with Viacom18 Studios, where she led film marketing initiatives, and with Star India across Channel V and the Hindi Movies cluster, including brands such as Star Gold and Movies OK.
With more than a decade of experience across streaming, television, and film entertainment, Mehandiratta is recognised for building campaigns that combine cultural relevance with strong consumer insight to create impactful audience connect.
Speaking on the appointment, Apoorva Mehandiratta said, “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.”
