Amar Kondekar has completed a year in his role as Head – Brand Services & Business Growth at Jio Creative Labs, during which he has played a key role in strengthening the organisation’s creative and business momentum. Over the past year, his focus has been on building integrated creative and operational systems that enable scale, speed and consistency across a rapidly expanding brand and content ecosystem.

According to a press release, Kondekar has overseen a wide range of mandates at Jio Creative Labs, including work for Reliance Consumer Products, cultural platforms such as the Nita Mukesh Ambani Cultural Centre (NMACC), as well as global campaigns for Invisalign, along with brands like Muthoot Finance and Radio City, and several government initiatives. His leadership spans over 40 categories, cutting across FMCG, food and beverages, personal care, beauty, fashion, media and entertainment, consumer durables, healthcare, financial services and public-sector communication.

A central theme of his role has been the alignment of creativity, content, production and delivery into unified frameworks aimed at driving measurable business outcomes. One of the defining aspects of his contribution has been the integration of AI into creative and operational workflows, covering everything from planning and execution to quality control and optimisation. These AI-enabled systems are designed to support human creativity while improving efficiency, predictability and performance at scale.

Before joining Jio Creative Labs, Kondekar was closely associated with content-led marketing production at Netflix. During his time there, he contributed to campaigns for globally recognised titles such as ‘Stranger Things’, ‘Money Heist’ and ‘Extraction’, as well as Indian originals including ‘Heeramandi’ and ‘The Great Indian Kapil Sharma Show’. His work focused on developing storytelling frameworks that connected culture, fandom and audience growth.

Earlier in his career, he led integrated brand mandates across multiple sectors, working with brands such as JSW Steel, Hershey’s, Park Avenue, Everyuth and Bajaj Electricals, building a strong foundation in large-scale brand strategy and execution.

Beyond his professional mandates, Kondekar is actively involved in mentoring internship students and is associated with the development of SOLE – School of Learning & Experience, an educational cooperative model aimed at nurturing future-ready creative and business talent. He is also a certified NLP Executive Coach, a yoga instructor and a triathlete, bringing a holistic and performance-led approach to leadership and talent development.

As Jio Creative Labs continues to evolve at the intersection of creativity, content, AI and commerce, Kondekar’s leadership reflects a long-term focus on building systems, talent and ideas that deliver sustained brand and business impact.