Mitali Patel named app marketing lead for Prime Video India, SEA

MUMBAI: Prime Video is pressing play on a bigger regional growth story, with Mitali Patel stepping into an expanded role as app marketing lead for India and South East Asia at Prime Video and Amazon MGM Studios.

Based in Mumbai, Patel will now shape app growth strategies across some of the world’s most diverse and fast-moving streaming markets. Her new mandate centres on turning customer insights into sharp, scalable playbooks that travel well across borders, while still feeling local on the ground.

Sharing the news, Patel said she is excited to take on the broader remit, working closely with global and regional teams to build repeatable frameworks that deliver measurable impact. The focus, she noted, will be on balancing strategic thinking with execution that actually moves the needle.

Patel brings serious streaming and marketing muscle to the role. She has spent over six years with Amazon, rising through the ranks from marketing manager to senior marketing manager, and most recently driving growth marketing initiatives for Prime Video. Before Amazon, she clocked nearly a decade at Viacom18, working across Voot and digital marketing roles, and earlier honed her media planning chops at Quasar and IdeateLabs.

With streaming platforms fighting harder than ever for attention, retention and daily relevance, Patel’s elevation signals Prime Video’s intent to fine-tune its app-first growth engine across India and South East Asia. For viewers, the result may be subtle. For the business, the stakes are anything but.