NDTV Names Gaurav Mehrraa as Revenue Head, Brand Studio, Hindi & Regionals

Why It Matters

The hire bolsters NDTV’s ability to capture higher advertising dollars in India’s fast‑growing Hindi and regional markets, leveraging Mehrraa’s proven track record in integrated brand storytelling.

Key Takeaways

• Gaurav Mehrraa joins NDTV as revenue head for brand studio.
• He brings 20+ years in branded content and media sales.
• Previously led growth at TV9 Network and major Indian broadcasters.
• Focus on expanding Hindi and regional brand solutions.
• NDTV aims to boost revenue through integrated storytelling campaigns.

Pulse Analysis

NDTV’s decision to place Gaurav Mehrraa at the helm of its Brand Studio reflects a broader industry trend: media companies are turning to content‑driven advertising to offset the slowdown in traditional broadcast revenue. By consolidating Hindi and regional operations under a single revenue leader, NDTV can streamline sales pitches, align editorial resources with brand objectives, and offer advertisers a unified, multilingual platform. This structure mirrors moves by rivals such as Star India and Viacom18, which have also created dedicated units to sell branded content across vernacular audiences.

Mehrraa’s résumé reads like a roadmap of India’s branded‑content evolution. At TV9, he built a national sales engine that paired high‑impact storytelling with data‑rich targeting, driving double‑digit revenue lifts. Earlier stints at Network18 and Zee saw him launch campaigns for Castrol’s mechanic contests and Mahindra’s Unlimit Bharat, blending on‑ground activations with digital influencer outreach. His experience with telecom giants like Vodafone India adds a deep understanding of subscription‑based monetization models, a skill set that NDTV can leverage as it expands its digital footprint and explores hybrid ad‑tech solutions.

For advertisers, Mehrraa’s appointment promises more sophisticated, measurable brand experiences that tap into NDTV’s credibility across languages. The Hindi and regional markets, representing over 60% of India’s TV viewership, are increasingly attractive for national brands seeking localized resonance. NDTV’s focus on integrated campaigns—combining editorial integration, influencer partnerships, and on‑ground events—positions it to capture a larger share of the projected $5 billion Indian branded‑content spend by 2028. Competitors will need to match this depth of expertise or risk losing market share in a rapidly diversifying media landscape.