iWorld
Pranav Bakshi gets promoted to pilot Network18’s Connected growth engine
MUMBAI: Network18’s digital dynamo Pranav Bakshi has just bagged a bold new title — chief growth officer, Network18 Connected — as he takes charge of accelerating content, audience, and revenue across connected TV, social platforms, and strategic partnerships.
But this isn’t just a new nameplate on the desk. With his finger on the pulse of where audiences are headed (and not where they’ve lingered), Bakshi is gearing up to rewire how content is created, consumed and commercialised across the media conglomerate’s vast portfolio.
“This role is about leading the charge, not catching up,” said Bakshi. “It’s about scaling platforms, monetising content smartly, and building future-proof digital ecosystems.”
Having previously helmed digital video strategy for over 45 Network18 brands — from CNN-News18 and CNBC-TV18 to Firstpost, Moneycontrol and History TV18 — Bakshi’s remit covered everything from CTV to creators, from off-platform growth to platform partnerships.
Before his Network18 innings, Bakshi brought the firepower at Times network, heading digital video, strategy, partnerships, and social media for a bouquet of brands with a collective follower base of 60 million. He’s also worn hats at NDTV, TOI, Taj Hotels and even Maersk, with a track record of marrying content with commerce and strategy with scale.
With his elevation, expect Bakshi to keep the content taps flowing — but this time, through smarter pipes, faster funnels, and next-gen platforms. The build, as he says, continues.
iWorld
MS Dhoni invests in Kuku, joins Kuku TV as brand ambassador
Cricket icon backs AI storytelling platform, fronts Kuku TV campaign
MUMBAI: MS Dhoni has invested in Kuku and joined its short-form drama app Kuku TV as brand ambassador, signalling a high-profile bet on India’s fast-growing AI-led content space.
Kuku, a mobile-first storytelling platform, operates across formats with apps such as Kuku TV for micro-dramas, Kuku FM for audio content and Guru for learning-led entertainment. Founded in 2018, the company has scaled rapidly, crossing 350 million installs and building a catalogue of over 20,000 titles across multiple Indian languages.
Dhoni said his decision to invest and partner with the platform was driven by its distinct approach to storytelling and its strong growth trajectory. MS Dhoni said, “I chose to invest in Kuku, and also come on board as the ambassador for Kuku TV, because the platform really stood out to me. It has built a differentiated entertainment experience for audiences across India, spanning multiple languages and formats. The growth has been impressive, and I connect strongly with the founders, who come from small towns like mine and have built something of this scale. I believe in their vision of building an AI-driven storytelling platform from Bharat, for Bharat, and for the world.”
Founded by Lal Chand Bisu, Vinod Kumar Meena and Vikas Goyal, the platform positions itself at the intersection of technology and storytelling, using AI to create and distribute bite-sized content tailored to mobile audiences.
Sharing his perspective, Kuku co-founder and CEO Lal Chand Bisu said, “MS Dhoni is known for backing bold decisions that others might hesitate to take. At Kuku, we are also taking bold bets. That spirit of unconventional thinking resonates deeply with us.”
Adding to this, Kuku co-founder and COO Vinod Kumar Meena said, “Our beloved Thala is one of the rare personalities with truly nationwide appeal. As we build Kuku for all of India, that connection makes him a natural fit for us.”
Further, Kuku co-founder and CTO Vikas Goyal said, “MSD has a unique understanding of people. As we build for both creators and consumers, that perspective will be incredibly valuable, especially as we continue strengthening our AI-driven storytelling stack.”
Backing the momentum, Panthera Peak Capital managing director Nikhil Bhandarkar said, “Kuku’s vision, execution, and clarity of thought are exceptional, qualities that closely mirror MS Dhoni’s approach. We are excited to partner with the team as they build Kuku into a global entertainment platform.”
To mark the association, Kuku TV has rolled out the campaign Dhoni Watches Kuku TV, anchored by a brand film that plays on Dhoni’s instinctive decision-making. Built around short, engaging stories delivered in minutes, the campaign highlights the platform’s promise of quick, compelling entertainment.
With Dhoni stepping in as both investor and face of the brand, Kuku appears to be doubling down on its ambition to take AI-driven storytelling from India to a global audience, one short story at a time.
