Menka Asrani has joined Amazon as Lead – Studio, where she will spearhead branded content initiatives for the OTT platform within the company’s Amazon Ads ecosystem, marking a strategic move to strengthen brand-led storytelling and content partnerships.

The announcement was shared by Asrani in a LinkedIn post yesterday, where she expressed excitement about the new role and highlighted her focus on building branded content offerings that bring together storytelling, brand partnerships and audience-first solutions at scale.

In her new position, Asrani will work at the intersection of content and commerce, focusing on developing audience-led branded content strategies and creating meaningful connections between brands and viewers. Her mandate includes shaping innovative content solutions that align with evolving trends in premium digital entertainment and expanding branded storytelling opportunities within Amazon’s OTT ecosystem.

Before joining Amazon, Asrani was associated with Collective Artists Network, where she served as Head – Brand Solutions for BigBang.Social. During her tenure, she led brand engagement initiatives and strategic partnerships aimed at enhancing digital content collaborations.

She previously worked as Head – Branded Content (Creative) for Digital Ventures at Viacom18 Media Private Limited, contributing to branded content strategies for JioCinema’s entertainment portfolio. Over the years, she has held leadership roles across prominent media and content organisations, including ZEE5, Culture Machine Media, The Walt Disney Company, Bloomberg TV India, and DB Corp Ltd., where she drove brand solutions, content strategy and intellectual property development.

Sharing her thoughts on the transition, Asrani said the role aligns with her long-standing passion for storytelling and brand partnerships, adding that she looks forward to building impactful content solutions and contributing to the evolving landscape of digital entertainment. She also expressed gratitude for the trust placed in her and enthusiasm about collaborating with the team to scale brand storytelling initiatives.

Her appointment reflects Amazon’s continued focus on strengthening branded content capabilities and enhancing advertiser engagement through innovative content-driven experiences.