MUMBAI: Strengthening its core senior team, ZEE LIVE, the Live events and IP vertical of ZEEL, has announced the appointment of Unnati Ashar as product head of its Live IP business.

Unnati has more than 10 years’ experience in experiential marketing and a demonstrated track record of working in the events and activation services industry as well as a rich background in IP content. She is skilled in integrated marketing, below-the-line, event management, brand management and strategy. 

Unnati will be responsible for leading the existing IPs – Arth, LF 91, Zee Educare and Supermoon – as well as scaling them up. She will also be responsible for overseeing innovation and improving the business’ products, such that the enterprise is constantly growing to meet consumer needs.

Unnati, who will report into Swaroop Banerjee, will actively work towards developing the branded content division of ZEE LIVE. This includes collaboration with brands across sectors, identifying opportunities that lead to the growth of the brand through innovation and creating relevant IPs for them.

Swaroop Banerjee, COO, ZEE LIVE, said: “We have now, in a very quick time frame established 4 genres in the Live IP space, I am incredibly bullish about the trajectory in this direction. We’ve had huge success with our existing IPs Arth, LF 91, Zee Educare & Supermoon reaching out to over 205 Million people and reinstating our core offering of creating Live Original Content on the ground that is complemented by our network assets. Unnati will bring a wealth of knowledge and a fresh outlook that will help reinforce our commitment to conceptualising the best IPs. We are also looking at developing our branded content division under her leadership.”