Tata Group, which launched its super app Tata Neu, has announced the appointment of former Amazon executive Akash Banerji as head of content and entertainment vertical for the app.

Banerji, who was heading marketing of the central mobile biz development unit at Amazon, will oversee the entire content vertical, including P&L, product, content creation, and marketing.

Tata Group insiders said the app has been in the works for some time now. It was envisaged as the first of its kind super app that will not only connect every Tata brand but will also offer everything – from grocery to financial solutions, electronics to flight tickets, and entertainment to holidays, Economic Times reported.

The app will also offer reward coins to users, called NeuCoins, which can be earned online and offline.

Banerji comes with close to two decades across multiple industries including digital video (Voot and Hotstar), e-commerce (Amazon Prime), Sports (Star Sports), and Entertainment (Star India).

At Amazon, where he joined in September 2020, he was heading marketing for the Prime partnership team Amazon Fuse and was responsible for collaborating with strategic partners across verticals (Telcos, broadband, OEMs), and a range of Prime benefits (shopping, video, music) to accelerate Prime membership growth in India.

Prior to that, Banerji was with Viacom18 for five years. He had joined the company from Star India to head marketing and partnership at Voot and was subsequently promoted to business head of AVOD platform of Voot.

At Star India, where he served for almost seven years, Banerji was heading marketing for Hotstar, including its launch.