JioBLAST has appointed marketing and digital strategy professional Zohair Shaikh as its new Head of Marketing, strengthening its leadership team as the company looks to expand its presence in India’s rapidly growing esports and gaming ecosystem.

Shaikh announced his move through a LinkedIn post, where he described the Indian esports industry as one of the country’s most promising growth sectors. He noted that esports is approaching a significant turning point, with increasing audience engagement, creator participation and technological advancements driving the industry’s evolution.

Launched in 2025, JioBLAST is a joint venture between Jio, BLAST and RISE Worldwide, created to develop and grow the esports and competitive entertainment ecosystem in India. The company focuses on building large-scale esports tournaments, gaming properties and fan experiences by combining Jio’s digital reach, BLAST’s global esports expertise and RISE Worldwide’s sports and entertainment capabilities.

“The most interesting industries are often the ones people underestimate before they become impossible to ignore,” Shaikh wrote, describing his decision to join JioBLAST as an opportunity to be part of a sector on the cusp of mainstream adoption.

In his new role, Shaikh will oversee JioBLAST’s overall marketing strategy, including brand building, product positioning, audience growth and community engagement initiatives. He will also be responsible for strengthening the company’s presence among gamers, esports enthusiasts and content creators as competitive gaming continues to gain traction across the country.

Sharing his perspective on the industry’s growth, Shaikh said esports in India is steadily moving beyond its niche origins and establishing itself as a significant cultural and entertainment force.

“Esports in India is approaching that inflection point. What was once viewed as a niche is steadily becoming a cultural force, fuelled by creators, communities, technology and an audience that continues to grow in both scale and influence,” he said.

Shaikh joins JioBLAST from BigBang.Social, where he led Go-To-Market (GTM) Strategy and Product Monetization. During his tenure, he worked on business growth initiatives, revenue strategies and product development across the creator economy space.

Prior to BigBang.Social, Shaikh co-founded digital marketing agency Jazzap and built a diverse career spanning digital marketing, brand strategy and communications. Over the years, he has held leadership and strategic positions at agencies and companies including Interactive Avenues, Gozoop, Everymedia Technologies, aló, Span Communications, and Market Men Consumer Connect & Events.

His appointment comes at a time when India’s gaming and esports industry is witnessing rapid expansion, driven by growing smartphone penetration, increasing internet access, rising investments and a young, digitally engaged audience. As the sector continues to mature, marketing and community-building efforts are becoming increasingly important in shaping brand loyalty and audience engagement.

With Shaikh taking charge of marketing, JioBLAST is expected to further strengthen its brand positioning and deepen its engagement with India’s expanding gaming and esports community.