Global streaming platform Netflix has appointed Vamsi Murthy as Senior Director and Head of Marketing for India, further strengthening its leadership team in one of its fastest-growing markets. Murthy’s appointment reflects the company’s continued focus on expanding its audience base and deepening engagement with Indian viewers through innovative marketing strategies.
Murthy, who previously led marketing for Jio Studios, brings over two decades of experience in brand management, creative strategy, and entertainment marketing. At Jio Studios, he played a key role in building the studio’s cinematic identity and driving campaigns for major film releases. Prior to that, he held senior positions at leading companies including Star India, Google, and Unilever, contributing to large-scale marketing initiatives that bridged traditional and digital media.
At Netflix, Murthy will oversee marketing strategy, brand partnerships, and audience engagement for the Indian market. His responsibilities will include driving campaigns across regional languages, expanding digital reach, and aligning local storytelling with Netflix’s global brand identity. The appointment comes as Netflix continues to increase its investment in India, particularly in original content and regional programming.
A Netflix spokesperson confirmed the appointment, highlighting Murthy’s expertise in building culturally resonant campaigns. “Vamsi brings a wealth of experience across entertainment and digital marketing. His understanding of India’s diverse audience landscape will be key as we continue to tell authentic and powerful stories,” the company stated.
Strengthening local market positioning
Netflix has been working to refine its India strategy amid growing competition from platforms such as Amazon Prime Video, Disney+ Hotstar, and JioCinema. The company has focused on building a stronger slate of regional content, spanning Hindi, Tamil, Telugu, Malayalam, and Bengali originals, while also experimenting with pricing models suited for local consumption patterns.
Murthy’s appointment signals Netflix’s intention to further localize its marketing and connect more deeply with younger and regional audiences. His track record of managing diverse entertainment portfolios positions him well to lead Netflix’s next phase of growth in India’s dynamic OTT landscape.
Under Murthy’s leadership, the company is expected to emphasize story-driven campaigns, collaborations with creators, and experiential activations that go beyond digital advertising. With India being one of the most content-rich and competitive streaming markets globally, Netflix is looking to differentiate itself through innovation and brand storytelling that reflects India’s cultural depth and diversity.
A seasoned marketer in the entertainment ecosystem
Vamsi Murthy’s career spans both traditional and new-age marketing ecosystems. During his tenure at Star India, he led brand strategy and consumer marketing for marquee properties across television and digital platforms. His time at Google involved driving digital transformation campaigns for consumer brands and introducing new tools for marketers.
At Jio Studios, Murthy oversaw the marketing and creative communication for several high-profile projects that contributed to the studio’s rise in the entertainment ecosystem. His understanding of the interplay between cinema, streaming, and consumer behavior is expected to add a strategic advantage to Netflix’s India operations.
Industry observers note that Murthy’s appointment comes at a crucial juncture, as streaming companies increasingly focus on AI-driven content insights, personalized recommendations, and engagement analytics to retain subscribers. Marketing in the OTT industry has evolved to blend creativity with data-backed insights, an area where Murthy’s cross-platform experience could help Netflix stand out.
Netflix’s focus on India’s evolving entertainment market
Over the past few years, Netflix has sharpened its India growth strategy by launching successful original series such as Delhi Crime, Kohrra, and Guns & Gulaabs, and investing in blockbuster films like The Archies and Amar Singh Chamkila. The platform has also localized its interface and expanded affordable mobile subscription plans, positioning itself for broader market penetration.
With Murthy now leading marketing for India, the focus is likely to shift toward strengthening brand love and visibility through integrated campaigns that balance global creative excellence with Indian cultural relevance.
Industry experts believe this appointment reflects Netflix’s growing commitment to leadership talent in India. “Netflix has been evolving its India strategy from premium positioning to mass engagement. Having an experienced marketer like Vamsi Murthy ensures that the brand continues to resonate across audience segments,” said a senior marketing consultant familiar with the development.
As India’s streaming market is projected to reach USD 7 billion by 2027, competition among OTT players continues to intensify. With Murthy at the helm of marketing, Netflix aims to reinforce its role not just as a global entertainment brand, but as a storytelling platform that deeply connects with India’s diverse audiences.
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