ZEE5 has elevated Apoorva Mehandiratta to the position of Vice President – Marketing, strengthening its leadership team as the streaming platform continues to expand its content and brand presence across markets.

In her new role, Apoorva will continue to lead marketing for Hindi and Marathi content while also overseeing overall content brand development for the platform. The move comes after her successful stint as Director – Marketing at ZEE5, where she played a key role in shaping several high-impact campaigns for the platform’s original shows and entertainment properties.

With over a decade of experience across films, television, and digital entertainment, Apoorva has built a strong reputation for creating culturally relevant campaigns that connect deeply with audiences. Her work at ZEE5 has focused on audience engagement, content positioning, and brand storytelling, contributing significantly to strengthening the platform’s viewer connect and market presence.

Before joining ZEE5, Apoorva served as Head of Marketing at ALTBalaji under Balaji Telefilms Pvt. Ltd. She also worked with Viacom18 Motion Pictures, where she handled film marketing, and previously held roles at Star India across Channel V and the Hindi Movies cluster, including brands like Star Gold and Movies OK.

Speaking on her elevation, Apoorva Mehandiratta said the journey so far has been extremely rewarding and credited the opportunities and trust she received over the years for shaping her professional growth. She added that as audiences increasingly seek authentic and culturally rooted stories, she looks forward to building stronger brand conversations and deeper viewer connections in the evolving entertainment ecosystem.

Over the years, Apoorva has been recognised for blending consumer insight with cultural relevance to craft impactful campaigns, making her one of the notable marketing leaders in the entertainment and streaming space.