Netflix has promoted Deep Chhabria to APAC Creative Lead (Marketing Partnerships Creative), marking a significant career milestone. Chhabria, who has been with the streaming giant for over four years, previously led creative partnerships in India, delivering standout collaborations with brands like Oreo, Pepsi, Cadbury, boAt, and Jio.
Deep Chhabria’s journey at Netflix has reached a new chapter with his elevation to APAC Creative Lead, a role that expands his creative influence across the Asia-Pacific region. In a statement reflecting both pride and legacy, Chhabria noted, “First in my bloodline to expand my role to become APAC Creative Lead (Marketing Partnerships Creative) at Netflix.” His words capture not only the professional achievement but also the personal resonance of the appointment, underscoring the significance of this milestone in his career.
Chhabria has been part of Netflix for over four years, steadily shaping the brand’s creative partnerships in India before stepping into this regional leadership role. As India’s creative lead, he was instrumental in conceptualising and executing campaigns that brought together global storytelling with local resonance. His portfolio of collaborations reads like a catalogue of inventive brand tie-ins that merged entertainment with consumer engagement.
Among the standout campaigns under his leadership was the boAt X Netflix Stream Edition, which tapped into India’s booming audio accessories market by aligning with Netflix’s streaming culture. Oreo X Stranger Things brought a playful twist to a globally loved series, while Muthoot X Minnal Murali showcased how regional cinema could be amplified through brand partnerships. Pepsi X Money Heist was another example of how Netflix’s global hits were localised to connect with Indian audiences, blending pop culture with consumer brands in ways that felt both fresh and familiar.
Chhabria also spearheaded Netflix Playback in 2021 and 2022, a creative initiative that celebrated the year’s most memorable streaming moments, further embedding Netflix into the cultural zeitgeist. His work with Cadbury X Little Things demonstrated how partnerships could evoke emotional storytelling, while Rana Naidu X ACT Fibernet highlighted the synergy between streaming content and digital infrastructure. More recently, Guns and Gulaabs X Jio + Tata Play + ACT Fibernet illustrated the layered collaborations that Netflix has been able to foster under his creative vision, weaving together multiple partners to amplify reach and impact.
These campaigns were not just marketing exercises; they were cultural touchpoints that reflected Netflix’s ability to embed itself into everyday life in India. Chhabria’s creative leadership ensured that each partnership carried narrative weight, resonating with audiences while strengthening brand affinity. His approach combined cinematic storytelling with consumer engagement, a balance that has become increasingly vital in the streaming era where content competes not just for viewership but for cultural relevance.
The promotion to APAC Creative Lead signals Netflix’s recognition of Chhabria’s ability to scale this vision beyond India. The Asia-Pacific region is one of the most dynamic markets for streaming, with diverse cultures, languages, and consumer behaviours. Steering creative partnerships across such a vast and varied landscape requires not only strategic acumen but also a deep understanding of how stories and brands intersect. Chhabria’s track record in India positions him well to navigate this complexity, bringing a blend of local insight and global storytelling to the role.
For Netflix, the move reflects its broader strategy of strengthening regional leadership to drive innovation in marketing partnerships. As streaming platforms compete for attention in crowded markets, creative collaborations with consumer brands have become a powerful way to extend reach and embed content into everyday experiences. Chhabria’s elevation underscores the importance Netflix places on this function, recognising that creative partnerships are not peripheral but central to its engagement strategy.
Chhabria’s journey also highlights the evolving role of creative leaders in the entertainment industry. No longer confined to traditional advertising, the remit now spans cultural storytelling, brand integration, and digital engagement. His campaigns have demonstrated how entertainment can be a bridge between global narratives and local identities, a skill set that will be crucial as he takes on the APAC mandate.
The announcement has been met with enthusiasm within industry circles, with many noting that Chhabria’s work has consistently pushed the boundaries of what brand partnerships can achieve in the streaming space. His ability to craft campaigns that are both commercially impactful and culturally resonant sets a benchmark for creative leadership in the region.
As he steps into this expanded role, Chhabria carries forward not just his professional achievements but also a sense of personal legacy, as reflected in his statement about being the first in his bloodline to reach this milestone. It is a reminder that career advancements in creative industries are often intertwined with personal narratives, shaping not just professional trajectories but also cultural identities.
With Netflix continuing to invest in Asia-Pacific as a growth market, Chhabria’s leadership will be pivotal in shaping how the platform connects with audiences through partnerships that go beyond conventional marketing. His promotion marks a moment of both recognition and anticipation—recognition of his past achievements in India, and anticipation of the creative possibilities he will unlock across the region.
In the fast-evolving world of streaming, where content is abundant but attention is scarce, leaders like Deep Chhabria are tasked with ensuring that stories do not just reach audiences but resonate with them. His elevation to APAC Creative Lead is not just a personal milestone but a strategic move by Netflix, signalling its commitment to creative innovation in one of the most diverse and dynamic regions in the world.
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