MUMBAI: JioStar has appointed Nidhi Maheshwari as senior brand manager for brand marketing strategy at JioHotstar, following the recent transition of Disney+ Hotstar operations to JioStar in India.

Maheshwari, who moved to JioStar in December 2024, has been instrumental in the platform's relaunch strategy. In her previous role at Disney+ Hotstar, she served as senior marketing manager for content marketing, where she led several successful campaigns including the award-winning launch of The Night Manager which achieved record awareness scores with optimised marketing spend. The campaign secured gold at the 2023 Promax Asia awards.

Her experience includes launching streaming platforms in India, having previously led Lionsgate Play's market entry in December 2020. Her career spans roles at major consumer brands including Parle Agro, where she managed the Appy Fizz portfolio and key partnerships including Bigg Boss, and Unilever's Lakmé division, where she handled fashion week marketing and strategic alliances.

In her current role, Maheshwari is spearheading JioHotstar's brand expansion initiatives across entertainment, sports, and regional content segments as the platform establishes itself under new ownership.