Netflix India appoints Nikita Arya as marketing manager – film and series

MUMBAI – It is a new script and a new stage for Nikita Arya, who has joined Netflix India as marketing manager – films and series, bringing more than a decade of brand-building experience to the streaming giant.

Arya announced the move on LinkedIn, calling it a meaningful transition from “culture-first marketing” to joining a company that actively shapes culture itself, a fitting description for one of the world’s biggest entertainment brands.

Her appointment adds another seasoned marketer to Netflix India’s expanding content and consumer marketing team, as competition intensifies in India’s crowded streaming market.

Arya arrives with over 12 years of experience across industries as varied as fast-moving consumer goods, beverages, sportswear, automotive and technology, a career path that reads less like a straight line and more like a carefully curated brand portfolio.

Most recently, she served as integrated marketing manager at The Coca-Cola Company, where she led culture-driven campaigns and built scalable brand properties across the company’s beverage portfolio. Her work included high-profile campaigns such as Sprite Joke in a Bottle, Sprite Hottest Day, Thums Up Toofani Biryani and Limca Sportz.

Before that, Arya spent more than four years at adidas India, leading brand initiatives across both adidas and Reebok. Her portfolio covered brand strategy, media planning, influencer marketing, sponsorships, CRM and large-scale experiential campaigns, making her a well-rounded player in the marketing world.

Her earlier career stops include roles at Unilever India, Audi India and HCL Technologies, giving her experience across both legacy brands and fast-evolving sectors.

Speaking about the move, Netflix marketing manager Nikita Arya said she has always been passionate about building stories, brands and intellectual properties that genuinely resonate with people, adding that the best marketing does not interrupt culture, it contributes to it.

That mindset should serve her well at Netflix India, where storytelling is not just the product, but the business itself.

As streaming platforms compete harder for audience attention, Arya’s appointment suggests one thing clearly: for Netflix India, the next big story may begin behind the scenes.