SonyLIV appoints Prashant Iyer as Head of Marketing

SonyLIV has appointed Prashant Iyer as its new Head of Marketing, tasking him with re‑energising the platform’s brand strategy, audience‑acquisition playbook, and campaign architecture. The move comes as Sony Pictures Networks India continues to reposition its content and digital ecosystem under a broader “content‑first, platform‑agnostic” strategy, and SonyLIV is being reimagined as a more integrated streaming hub alongside linear TV.

Iyer brings close to a decade of experience in entertainment and digital marketing, having spent nearly eight years at Netflix India in successive leadership roles. During his tenure, he led social and brand‑marketing strategies for films and series, and is credited with growing Netflix India’s social‑media community from around 500,000 followers to more than 55 million, while running over 250 campaigns that spanned content, partnerships, and brand‑building. That background gives him a strong track record in building engaged, organic‑first audiences for a streaming platform a skill set SonyLIV is likely to leverage to deepen its cultural footprint.

Prior to Netflix, Iyer also worked with Nike India on digital‑commerce and brand‑marketing initiatives, and earlier with Titan Company on digital‑strategy and e‑commerce marketing, giving him exposure across lifestyle‑brand storytelling, performance‑driven activations, and subscription‑style propositions. This blend of FMCG, digital commerce, and streaming‑platform experience positions him to balance creative storytelling with data‑driven marketing models at SonyLIV.

In his new role, Iyer is expected to oversee SonyLIV’s end‑to‑end marketing, including campaign planning for originals and licensed content, digital and social‑media strategy, offline and experiential activations, and performance‑driven user acquisition. The platform is already competing with global giants and domestic players that rely heavily on social‑first launches and high‑impact franchises, so SonyLIV’s bet on Iyer signals an intent to match them in both creative quality and execution scale.

For Sony Pictures Networks India, bringing in a marketer with a proven ability to scale a streaming brand’s social and cultural presence in India is a strategic step in the broader leadership‑realignment drive the company has announced. With Prashant Iyer at the helm, SonyLIV appears poised to sharpen its marketing muscle, experiment with more integrated cross‑platform storytelling, and carve out a stronger, more distinctive identity in India’s crowded OTT space.