Prime Video has elevated Kali Sayak Mukherjee to Head of Creative Marketing, APAC & ANZ. In his new role, he will oversee creative marketing and production across India, Southeast Asia, Australia, New Zealand and Japan—reflecting the platform’s push to unify regional strategy as it expands its global content and audience footprint.
Kali Sayak Mukherjee has been elevated to Head of Creative Marketing, APAC & ANZ at Prime Video, marking a significant organisational move as the company sharpens its creative and regional marketing vision across some of its fastest-growing markets. In his expanded role, Mukherjee will steer creative marketing and production functions across India, South-East Asia, Australia, New Zealand and Japan—regions that have seen a surge in streaming demand and an increasingly competitive content landscape.
Mukherjee’s elevation comes at a pivotal time for Prime Video, with the platform investing actively in local content slates, multilingual productions and franchise-building across diverse markets. The role places him at the nerve centre of shaping how content from these markets is branded, promoted and positioned to resonate with audiences with distinct cultural, linguistic and consumption behaviours. With India and Southeast Asia among the most dynamic battlegrounds for streaming platforms, and countries like Japan and Australia offering mature but highly discerning audiences, the remit combines both growth and complexity.
Industry observers note that the move underscores Amazon’s push to consolidate creative strategy and production leadership for the Asia-Pacific region into a more unified structure. This helps ensure consistency in global brand positioning while still leaving room for local creative nuance—an approach that has become increasingly critical for global streaming platforms seeking scale without losing cultural relevance. For Mukherjee, who has worked across content ecosystems and marketing roles, the elevation signals trust in both his creative judgment and operational experience.
Prime Video’s APAC strategy has, in recent years, expanded beyond merely distributing content to actively nurturing creators, investing in local originals and deepening partnerships across film, television and digital entertainment industries. Regional marketing has evolved from platform-level campaigns to highly localised, creator-driven and genre-specific promotion—an area where Mukherjee’s new role will be instrumental. Aligning marketing with production workflows also allows the platform to structure campaigns earlier in the content lifecycle, supporting stronger launches and sustained audience engagement post-release.
The announcement also reflects an industry-wide shift in how creative leadership roles are defined in streaming businesses. Rather than focusing solely on promotional output, creative marketing now influences early positioning, brand packaging, campaign technology, experiential activations and even influencer and fan community integrations. In the Asia-Pacific, the rise of fandom-led culture, social video ecosystems and cross-border content discovery makes this integration even more vital.
For Prime Video, which has ambitions of expanding its non-English global subscriber base, creative marketing functions serve as a bridge—translating regional storytelling to international audiences, while amplifying global franchises across local markets. With demands for cultural fidelity higher than ever, the APAC & ANZ region is crucial to this mission. By placing leadership that understands both regional diversity and global brand thinking, the company indicates its intention to compete not just in content acquisition or production but in impact and experience as well.
Mukherjee’s elevation adds to a series of recent organizational developments at Prime Video that reiterate its long-term commitment to the Asia-Pacific region. While streaming platforms continue to navigate economic pressures, shifting user habits and new regulatory frameworks, the premium placed on creative differentiation has only intensified. In this context, leadership appointments in marketing and production carry strategic weight extending far beyond internal restructuring.
As the line between content and commerce blurs—with Amazon’s broader ecosystem of retail, advertising and devices feeding into Prime Video’s ambitions—the role opens new avenues for cross-disciplinary experimentation. Whether through integrated campaigns, regional brand partnerships or new consumer touchpoints across digital and physical environments, the APAC strategy is expected to evolve in scale and sophistication.
For Mukherjee, the journey ahead involves balancing storytelling with strategy, scale with sensitivity and innovation with consistency across some of the world’s most exciting entertainment markets. His appointment signals that Prime Video is not only building for growth but building for influence—where creative marketing is not just a support function but a core engine of global expansion.
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