Sony Pictures Networks India (SPNI) has elevated Neeraj Mahendru to the position of Associate Vice President – Sony LIV, strengthening its leadership team as the company continues to expand its digital business and advertising partnerships across India.

Mahendru announced the development through a Linkedin post update, marking a new chapter in his journey with Sony LIV, where he has been associated for more than five years. In his new role, he will lead the North and West LCS1 teams, with a mandate to drive growth by connecting brands with highly engaged digital audiences across Sony LIV’s growing portfolio of sports and entertainment content.

The appointment comes at a time when digital streaming platforms are witnessing increased advertiser interest, driven by premium sports properties, original content, and the rapid growth of connected TV and OTT consumption. Mahendru is expected to play a key role in strengthening Sony LIV’s advertising ecosystem and expanding partnerships across markets.

Before taking over as Associate Vice President, Mahendru served as Head of North LCS for Video Ads & Content Partnerships (OTT & CTV) at Sony LIV from April 2023 to May 2026. During this period, he was responsible for driving advertising revenue, managing key client relationships, and building strategic partnerships across mobile, connected TV, and digital content platforms.

Mahendru first joined Sony LIV in January 2021, focusing on advertising strategy, media agency relationships, and content partnerships. Over the years, he has contributed to the platform’s commercial growth as Sony LIV expanded its footprint through marquee sports properties, original programming, and premium entertainment offerings.

With more than 15 years of experience in media, advertising, and sales, Mahendru brings extensive expertise across marketing management, client servicing, branded content sales, revenue generation, business development, digital initiatives, and operational leadership. His career has spanned multiple segments of the media industry, giving him a strong understanding of both traditional and digital advertising landscapes.

Prior to joining Sony LIV, he spent nearly six years with Viacom18 Media Pvt. Ltd., where he worked in advertising sales for Colors TV, progressing from Assistant Manager to Senior Manager. He also held advertising sales roles at Star India for Life OK and at BIG FM, where he served as Key Account Manager. Earlier in his career, he worked with Matrix Cellular as a Senior Business Development Executive.

His elevation reflects SPNI’s continued focus on strengthening leadership across its digital business as competition intensifies in India’s OTT market. With Sony LIV continuing to invest in premium sports, entertainment, and original content, Mahendru’s experience in advertising and partnership development is expected to contribute significantly to the platform’s next phase of growth.