In a strategic move to enhance its content and partnerships, Snap India has appointed Saket Jha Saurabh, a seasoned executive formerly with Meta Platforms Inc., as its new Director of Content. This appointment underscores Snap’s commitment to expanding its influence and user engagement across India, its largest market worldwide.
Saket Jha Saurabh, with a rich background in media partnerships and content management at Meta, brings to Snap India a wealth of experience. His previous roles at Meta included leading media collaborations with prominent TV networks, movie studios, and music labels, focusing on initiatives like video monetization and content diversification in various languages and regions.
A graduate of The Hong Kong University of Science and Technology, Saurabh also boasts a tenure as the business head of digital at Bloomberg, highlighting his broad expertise in digital media strategies. His role at Snap will be pivotal in driving the platform’s growth and enhancing community interactions among India’s over 200 million monthly active users.
Despite his successful track record, Saurabh’s departure from Meta came during a significant reduction in workforce, where approximately 10,000 positions were eliminated company-wide as reported by Reuters in May last year.
As digital platforms continue to evolve, content studios and streaming services are increasingly forming partnerships with short-video platforms. These collaborations, which often feature innovative promotions like song and dialogue launches, are crafted to captivate the vibrant, digitally-native audiences prevalent in India’s smaller cities.
Marketing experts are now recognizing the necessity to adapt promotional strategies to meet the changing preferences of these audiences. They suggest a shift towards integrating social media more creatively into marketing campaigns, moving beyond traditional advertising to engage directly with the content narratives and audiences online.