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Harsh Sheth exits JioStar; SonyLIV role next: Reports
MUMBAI: Harsh Sheth is set for his next act. According to media reports, the senior media executive has exited JioStar and is widely expected to join SonyLIV as its chief content officer, signalling a high-profile move in India’s fiercely competitive streaming space.
Sheth brings with him a deep bench of experience shaped over nearly two decades at the Star network. Most recently, he served as business head for Star Bharat and Star Utsav, after steering Disney Star and Hotstar’s Hindi and English movie business. From premium Hollywood fare to mass-market Hindi movies, Sheth has spent years decoding what clicks with Indian audiences.
His journey at Star reads like a masterclass in content leadership. Over 11 years, he climbed from strategy and research roles to running some of the network’s biggest movie and entertainment portfolios, including Star Gold, Star Movies and Star World. Along the way, he built a reputation for balancing creative ambition with commercial sharpness.
Before Star, Sheth cut his teeth at Times Network, where he was part of the core launch team for Romedy Now, and earlier at Tam Media Research, advising broadcasters on audience insights and strategy.
If confirmed, his move to SonyLIV comes at a crucial moment. As platforms battle for attention in a crowded OTT market, content leadership has become the sharpest weapon. With his mix of data-driven thinking and programming instinct, Sheth could be just the steady hand SonyLIV is looking for as it plots its next phase of growth.
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Maggi Spicy tells critics “No Burn Here”
Nestlé India’s bold new campaign lets Gen Z own their choices with cheeky confidence.
MUMBAI: Spice up your life and your comeback game because Maggi Spicy is serving attitude hotter than its own noodles. Nestlé India has launched a sassy new digital campaign that flips the script on anyone dishing out judgement, arming young Indians with the ultimate mic-drop line,“Mujhe Mirch Nahi Lagti”.
At its core, the campaign is a love letter to Gen Z’s unshakeable self-belief. Whether it’s chasing an offbeat career, a quirky passion, or just picking the road less travelled, the message is clear, back your choices without apology. Maggi Spicy steps in as the perfect sidekick fiery on the plate, cool under pressure using spice not just as flavour, but as a cheeky metaphor for owning who you are.
Nestlé India, director of foods Rupali Rattan nailed the vibe, “We are celebrating a generation that is confident in its choices and unafraid to express themselves. This campaign reflects our belief that great taste goes hand in hand with strong individuality, and that young people today are redefining what success and self-expression look like on their own terms.”
The Spicy range isn’t riding the usual “extra hot” wave alone. Alongside the signature kick, it packs crowd-pleasing twists Cheesy, Garlic, and Manchurian that have already won over Maggi loyalists craving flavour with personality, not just scorch.
Rolling out across social media, the campaign keeps things punchy and relatable, inviting young fans to declare their loyalty with a simple, swagger-filled “I Love Maggi Spicy, Mujhe Mirch Nahi Lagti.” In a world quick to criticise unconventional picks, Maggi Spicy quietly hands Gen Z the perfect reply, no explanation needed, just enjoy the heat and the confidence that comes with it.
