JioStar has elevated Nidhi Maheshwari to the position of Senior Director – Brand Marketing, further strengthening its marketing leadership team as the media and entertainment giant continues to expand its digital and content ecosystem.

Maheshwari announced the development through a LinkedIn post, expressing her enthusiasm about taking on the new responsibility. Her elevation marks another significant milestone in a career that has spanned some of India’s leading media, entertainment and consumer brands.

Having been associated with JioStar and its streaming businesses in various leadership capacities, Maheshwari most recently served as Director – Brand Marketing. During her tenure, she played a pivotal role in shaping brand strategy and driving marketing initiatives across the company’s digital platforms.

One of her most notable contributions was leading brand marketing efforts for the launch of JioHotstar. She was instrumental in developing campaigns aimed at strengthening the platform’s market presence, enhancing audience engagement and expanding its reach across diverse consumer segments in India.

Before joining JioStar, Maheshwari held key marketing leadership roles at Disney+ Hotstar, where she was responsible for driving promotional strategies for several high-profile Hotstar Specials titles. These included popular productions such as ‘The Night Manager’, ‘Aashiqana’, ‘Moving In With Malaika’ and ‘Shoorveer’. Her work on ‘The Night Manager’ received industry recognition and earned accolades at prestigious platforms including Promax Asia and Promax India.

Earlier, she was part of Lionsgate, where she contributed to the launch of Lionsgate Play in India and led marketing initiatives for the streaming platform’s original content portfolio. Her experience in the OTT sector has given her deep insights into audience behaviour, content marketing and digital brand building.

Maheshwari’s career also extends beyond media and entertainment. She previously worked with Parle Agro, where she handled marketing responsibilities for well-known beverage brands such as Appy Fizz and Frooti Fizz. She began her professional journey with Hindustan Unilever, working on the Lakmé portfolio and gaining foundational experience in brand management and consumer marketing.

With a career spanning digital media, streaming platforms, entertainment and fast-moving consumer goods, Maheshwari brings a diverse and well-rounded perspective to her new role. Her experience across multiple sectors has helped her build expertise in brand strategy, consumer engagement, content marketing and large-scale campaign execution.

Commenting on her promotion, Maheshwari said she was excited to begin her new role as Senior Director – Brand Marketing at JioStar.

Her elevation comes at a time when competition in the streaming and digital entertainment space continues to intensify, making strong brand positioning and audience engagement increasingly important. Industry observers believe her expanded responsibilities will further support JioStar’s efforts to strengthen its consumer connect and enhance the visibility of its growing portfolio of content and entertainment offerings.

As JioStar continues to scale its operations and integrate content, sports and digital entertainment under a unified ecosystem, Maheshwari’s leadership is expected to play an important role in shaping the company’s brand narrative and driving future growth initiatives.