Serena Menon exits Netflix India, set to lead PR at Prime Video

Serena Menon is moving on from her role as Head of PR at Netflix India and is set to join Prime Video in a communications leadership capacity, according to sources familiar with the development.

Menon’s appointment follows the recent exit of Ananta Das, who stepped down as Head of Brand PR, Prime Video APAC, prompting a transition in the platform’s communications structure across India and the wider Asia-Pacific region.

At Netflix India, Menon oversaw public relations and communications strategy across content launches, brand positioning and corporate storytelling. Her tenure coincided with an increasingly competitive streaming landscape, where platforms have ramped up investments in local originals and sharpened their messaging around scale, diversity and audience reach.

Communications has become a strategic lever in the streaming wars. With high content spends and compressed release cycles, platforms rely on strong PR leadership to differentiate programming, manage narratives around performance metrics, and maintain consistent engagement with media and creators.

Before moving into strategic communications, Menon worked as a journalist with Hindustan Times and ELLE. Her background in editorial reporting provided a foundation for later roles across media, entertainment and marketing communications.

Her shift to Prime Video signals continued churn among senior communications leaders within the OTT sector. As subscription growth moderates in mature urban markets, platforms are recalibrating brand strategies to focus on retention, advertising partnerships and regional penetration. Messaging around content impact, audience data and cultural relevance has therefore taken on greater importance.

For Prime Video, strengthening communications leadership comes at a time when global and regional narratives must align more closely. As platforms expand hybrid revenue models that include advertising, clarity in brand voice and corporate positioning becomes increasingly critical, particularly in markets like India where both subscription and ad-supported growth opportunities remain significant.

For Netflix India, Menon’s departure marks the exit of a senior leader who helped steer communications during a period of intensified rivalry and rapid content expansion. Leadership transitions in PR often reflect broader strategic adjustments, especially in industries where brand perception can influence subscriber growth and partner relationships.

The movement of senior communications talent between major streaming platforms underscores the sector’s ongoing evolution. In a crowded digital video ecosystem, reputation management, media engagement and narrative control remain central to competitive positioning.