Marketing gets a new stream as Apoorva Mehandiratta rises at ZEE5

MUMBAI: In the fast-moving world of streaming, some careers deserve a binge-watch of their own and Apoorva Mehandiratta’s latest promotion at ZEE5 is certainly finale-worthy.

ZEE5 has elevated Apoorva Mehandiratta to vice president – marketing, expanding her leadership role across Hindi and Marathi content while also steering broader content brand development for the platform.

Having previously served as director – marketing, Apoorva has played a defining role in shaping the platform’s audience-facing voice through campaigns that blend cultural relevance with sharp consumer insight. From marquee originals to high-visibility entertainment properties, her marketing playbook has consistently focused on building stronger emotional connect with viewers.

Before her stint at ZEE5, Apoorva headed marketing at ALTBalaji under Balaji Telefilms Pvt. Ltd. Her journey through the entertainment industry also includes leading film marketing at Viacom18 Motion Pictures and working with Star India across Channel V as well as the Hindi Movies cluster, including Star Gold and Movies OK.

Reflecting on the milestone, Apoorva said, “It has been an incredibly rewarding journey so far, and I’m thankful for the trust and opportunities that have shaped my growth over the years. As audiences continue to seek authentic and culturally rooted stories, I’m excited to contribute towards building stronger brand conversations and deeper viewer connections in this evolving entertainment ecosystem.”

With over a decade of experience spanning films, television and streaming, Apoorva continues to stand out as a marketer who understands both the pulse of entertainment and the power of storytelling beyond the screen.