Prime Video and Amazon MGM Studios have expanded Nikita Kandhari’s mandate, strengthening marketing leadership across their Hindi content portfolio.
Kandhari will now oversee campaigns spanning Original Series, Movies, and licensed titles covering both homegrown originals and acquired intellectual properties. Known for building strong franchises and executing high-impact launches, she brings deep expertise in content-led storytelling and audience engagement within India’s highly competitive streaming landscape.
Strategically, this move signals a sharper focus on franchise-building and integrated slate marketing, rather than title-by-title promotions. As Hindi-language content becomes a major growth driver for streaming platforms, cohesive brand positioning and culturally resonant campaigns will be key to subscriber growth and retention.
By consolidating leadership across originals and acquired IP, Prime Video and Amazon MGM Studios are aligning creative marketing with long-term portfolio strategy.
Bottom line: In the streaming wars, marketing scale and franchise thinking are becoming as critical as content itself.
