ZEEL appoints Rahj Kumar Agarwal as SVP – marketing (Zee TV, Zee Anmol, &TV)

MUMBAI: Zee is bringing back a familiar face to strengthen its Hindi entertainment portfolio. Rahj Kumar Agarwal has joined Zee Entertainment Enterprises Limited as senior vice president and head of marketing for Zee TV, Zee Anmol and &TV, marking a return to the broadcaster after more than seven years.

Agarwal announced his new role on LinkedIn, describing the move as a “new chapter” and expressing enthusiasm about building and creating impact with the Zee team.

The appointment comes as Zee continues to sharpen its focus on audience engagement and brand positioning across its flagship Hindi general entertainment channels, a segment that remains fiercely competitive amid changing viewing habits and growing digital consumption.

Agarwal joins ZEEL after a seven-year stint at JioStar, where he most recently served as senior director of marketing for Colors. During his tenure, he helped shape marketing strategies and brand campaigns for one of India’s leading entertainment channels, overseeing several high-profile launches and audience engagement initiatives.

Before becoming senior director, he served as director of marketing at Colors between 2019 and 2021, playing a key role in strengthening the channel’s brand presence in an increasingly crowded television market.

His return to Zee marks something of a homecoming. Agarwal previously spent nearly five years at Zee Entertainment Enterprises, holding a series of leadership positions across the network’s channel portfolio.

Between 2017 and 2018, he served as brand lead for Zee’s English movie business, while earlier leading marketing efforts for Zindagi, the network’s premium entertainment channel known for introducing international and cross-border content to Indian audiences. He also worked as senior brand manager for Zindagi between 2014 and 2016.

Over a career spanning nearly two decades, Agarwal has built experience across media, broadcasting, consumer marketing and brand management. His professional journey includes leadership roles at Panchmukhi Kitchen Appliances and Star Entertainment Media, where he gained early exposure to consumer marketing and business development.

The executive brings a blend of channel marketing expertise and entertainment industry experience that could prove valuable as broadcasters seek to balance traditional television audiences with evolving digital viewing behaviours.

While Zee has not formally announced specific responsibilities linked to the appointment, Agarwal is expected to oversee brand strategy, viewer engagement, campaign development and market positioning across Zee TV, Zee Anmol and &TV.

The move also reflects a broader trend across India’s media sector, where experienced marketing leaders are increasingly being tapped to drive audience growth and strengthen brand loyalty amid intense competition from both television rivals and streaming platforms.

With experience spanning both Zee and JioStar, Agarwal now returns to familiar territory at a time when broadcasters are looking to deepen viewer connections and unlock new growth opportunities. For Zee’s flagship Hindi channels, the appointment signals a renewed focus on marketing-led audience engagement in an increasingly fragmented entertainment landscape.