Nikita Kandhari Takes on Expanded Content Marketing Role at Prime Video

Nikita Kandhari has taken on an expanded mandate at Prime Video and Amazon MGM Studios, where she will now lead content marketing for the Hindi slate across original series, films and licensed titles. She announced the development on LinkedIn.

Kandhari previously served as Principal – Content Marketing at Prime Video and MGM Studios. In her new role, she will oversee campaign strategy and execution for both original productions and acquired content within the Hindi-language portfolio.

The move places her at the centre of marketing efforts for one of Prime Video’s most competitive segments. The Hindi slate continues to be a key driver of subscriber engagement in India’s streaming ecosystem, where platforms are vying for attention with a mix of big-budget originals, theatrical acquisitions and regional adaptations.

In her LinkedIn post, Kandhari reflected on the past year as “an intense period of learning — across building new IPs, shaping campaigns, and working more closely than ever with cross-functional teams.” She added that she looks forward to continuing to create “thoughtful, audience-first campaigns for the stories we truly believe in.”

Her expanded role signals the increasing importance of integrated content marketing within streaming businesses. As platforms scale their content pipelines, marketing leaders are expected to align campaign narratives across theatrical-style launches, digital-first promotions and ongoing library visibility. The mandate often involves coordinating with programming, distribution, social, partnerships and media teams to ensure consistency across touchpoints.

For Prime Video and Amazon MGM Studios, the consolidation of leadership over the Hindi slate’s marketing may reflect a push toward sharper positioning in a crowded market. With competition intensifying across global and domestic streaming platforms, the differentiation of Hindi originals and films depends not only on content quality but also on campaign clarity and audience targeting.

Kandhari’s focus on audience-first storytelling also aligns with broader industry shifts. Streaming marketing increasingly relies on data insights, fan communities and social amplification to build sustained engagement beyond premiere windows. As content libraries expand, marketing strategies must balance launch buzz with long-tail discoverability.

The appointment underscores how leadership roles within streaming platforms are evolving beyond traditional promotional functions to become central to content strategy. In an environment where subscriber growth and retention are closely tied to marquee titles, content marketing leadership carries heightened strategic weight.