MUMBAI: Discovery Communications India has appointed Geetanjali Bhattacharji, the erstwhile CEO of Spatial Access, as the head of brand partnerships and content integration, based out of Mumbai.

In her new role, Bhattacharji, working in close association with advertising sales and business head of regional clusters Vikram Tanna, will focus on creating engaging content partnerships with brands by drawing synergies between brand purpose and Discovery’s exciting content line-up across its portfolio of channels, including the upcoming Discovery Jeet.

Discovery Communications India South Asia senior VP and general manager Karan Bajaj said, “It is an opportune time to have a content and media optimiser like Geetanjali on board. Discovery Jeet’s content is under development, besides we have been working to make the brand proposition of each of our marquee channels more focussed towards specific target audiences. Geetanjali’s skills and understanding of this space will help deliver impactful, purpose-driven partnerships to Discovery’s valued brand partners in their quest to reach diverse and evolving audience communities.”

A marketing veteran with more than 20 years of work experience, she has advised brands on unbundling creativity, optimising content production, partnerships, media-investments and all marketing spend.

Speaking, Bhattacharji said, “Given the fragmentation of consumers, Jeet fills a clear gap in the Hindi GEC space: providing relevant content choices to male millennials and Tier II and III families who aspire to be a part of the change around them but are missing out on the action. It’s time for brands to align to the purpose of the content they support and I am looking forward to establishing Jeet as the channel that delivers an elevated purpose for mass storytelling on television.”