JioStar elevates Vani Rane to vice president & head – branded entertainment & IP’s

MUMBAI: In the world of content, reports of storytelling’s demise have once again been greatly exaggerated. That was the light-hearted message from Vani Rane as she announced her elevation to vice president and head of branded entertainment and IPs at JioStar, taking on a broader leadership role at a time when media companies are increasingly blending content, technology and brand partnerships.

In her expanded position, Rane will continue to steer branded entertainment initiatives, intellectual property development and strategic content partnerships across the network. The promotion reflects JioStar’s growing focus on creating original entertainment formats that bring together audiences, advertisers and creators across platforms.

Announcing the move on LinkedIn, JioStar vice president and head – branded entertainment and IPs Vani Rane struck an optimistic note about the future of storytelling, particularly as artificial intelligence begins to reshape the media landscape.

“Over the last 20 years, I’ve survived: ‘TV is dead.’ ‘Digital is dead.’ ‘Branded Content is dead.’ Turns out, storytelling is annoyingly resilient,” she wrote.

Reflecting on the industry’s latest technological shift, JioStar vice president and head – branded entertainment and IPs Vani Rane added, “Now AI has entered the chat. And for the first time in a long time, it genuinely feels like we’re at the start of something new.”

Rane has been a key creative force within the organisation since joining in 2021, most recently serving as head of creative at JioStar Creative Works. During her tenure, she helped shape a slate of branded entertainment properties, advertiser-funded content initiatives and original intellectual properties designed to connect brands with audiences through storytelling rather than conventional advertising.

Her portfolio has spanned a diverse mix of projects, including entertainment-led campaigns, celebrity-driven content formats and brand integrations across television, digital and streaming platforms. The work has positioned JioStar Creative Works as an increasingly important bridge between content creators and marketers seeking deeper audience engagement.

Before joining JioStar, Rane held senior leadership positions at Zee Entertainment Enterprises Limited, where she served as vice president – creative, network brand solutions. She also spent time at Culture Machine Media Pvt. Ltd, helping develop digital-first branded content and creative solutions for advertisers.

With nearly two decades of experience spanning television, digital media, branded content and creative strategy, Rane has built a reputation for identifying emerging storytelling formats ahead of the curve. Her career has included leadership roles across production houses, media networks and digital content companies, giving her a broad perspective on how audiences consume content across platforms.

Her elevation comes at a pivotal moment for the entertainment industry, as companies explore how artificial intelligence, data and new distribution models can complement creative storytelling. For JioStar, the move signals a continued investment in branded entertainment and proprietary content franchises as key growth drivers.

As brands look beyond traditional advertising and audiences demand more engaging experiences, Rane’s expanded role places her at the centre of one of media’s most rapidly evolving intersections, where creativity, technology and commerce increasingly share the same stage.