Aditi Chada closes the curtain on her Prime Video act after five years in the spotlight

MUMBAI: The credits are rolling for Aditi Chada at Prime Video. After five years of orchestrating the streaming giant’s communications strategy in India, Chada has announced her exit with the kind of grace note that would make any scriptwriter jealous. She’s leaving with a full heart, a packed Rolodex and—most tantalizingly—hints of “something new very soon.” Cue the dramatic pause.

Chada’s tenure at Prime Video reads like a carefully plotted character arc. She joined in January 2021 as a PR manager, back when India’s streaming wars were heating up faster than a pressure cooker biryani. Within two-and-a-half years, she’d climbed to head of content publicity, then ascended again in June 2024 to helm all communications for Prime Video and Amazon MGM Studios in India. Not bad for someone who started her career flogging corporate messaging at Hanmer & Partners two decades ago.

Before her Prime Video stint, Chada racked up an impressive 15-year prelude in corporate communications. She spent nearly five years at Viacom18, rising to senior director of corporate communications, marketing and sustainability. Prior to that, she handled corporate affairs at Cadbury (now Mondelez International) for four years, presumably solving chocolate-related crises with aplomb. A two-and-a-half-year spell managing PR for Kaya Skin Clinic at Marico Ltd rounded out her consumer-facing credentials.

Now, as she teases her next act, the industry waits with bated breath. Will it be another streaming service? Whatever it is,  Chada’s departure leaves a significant gap in Prime Video’s Indian operations—one that won’t be easy to fill. But if there’s one thing her career trajectory proves, it’s that she knows how to write her own script. Roll on the sequel.