Hotstar has appointed Punitha Arumugam as Platform Evangelist, with the mandate to showcase the power of the platform to Indiaâ€™s leading brands.
Hotstar has increasingly raised the pressure on Google and Facebook, especially in an environment in which many leading multinational brands have raised questions on the quality and safety of content on open platforms against which their ads are placed. The appointment is amongst Hotstarâ€™s several initiatives to spur an increasing shift in marketing focus towards platforms with high quality content and engaged audiences.Â
Before this role, Arumugam was at Google as Agency Director where she led the organizationâ€™s agency business, first from India and later for the region from Singapore, as Managing Director, APAC Agency for Google APAC. Prior to joining Google, she was with Madison Media as Group CEO for over 13 years. She is currently setting up her own firm in the communications tech space.Â
Commenting on the development, Ajit Mohan, CEO, Hotstar, said, â€śPunitha is a leader in digital who has a fantastic track record of having aided the creation of many agency and brand partnerships in India and around the region. Hotstar is a special place for brands. We are delighted that she is coming on board to help us introduce the unique power of Hotstar to marketers around the country.â€ť
Arumugam added, â€śHotstar is one of the few video platforms in the world that has tremendous scale, very engaged audiences and remains open to advertisers. I believe the world of marketing is evolving quite rapidly, and Hotstar has the unique ability to marry the scale and engagement of television, with the power of audience understanding that digital brings. This is what brands have been waiting for, and I am delighted to play a role in shaping the next phase of the industryâ€™s evolution.â€ť
Arumugamâ€™s career spans over 20 years of media.Â She is widely acknowledged as the driving force behind Madisonâ€™s transformation to the second largest media agency in India and is credited for building a buoyant agency business for Google in India and Asia Pacific.
She will be operating from Mumbai for her role at Hotstar.