Eswaran Arasu takes charge as Network18’s branded content lead for the South

Network18 has appointed Eswaran Arasu as the Branded Content Lead – South, placing him at the forefront of the organisation’s efforts to strengthen tailored branded storytelling and audience engagement in southern India.

Arasu brings a strong background in content strategy and brand collaborations, having worked across media platforms where he led creative and commercial initiatives that resonated with diverse audiences. In his new role, he will be responsible for shaping branded content strategies, collaborating with editorial teams, and developing campaigns that align with regional sensibilities and market nuances.

With a focus on the South Zone, Arasu will work to deepen connections between brands and local consumers by crafting narratives that blend cultural relevance with commercial impact. His remit will also involve building partnerships, mentoring creative talent and optimising cross-platform storytelling that delivers measurable value for clients.

This appointment underscores Network18’s commitment to regional market growth, recognising the increasing importance of customised content that reflects linguistic and cultural diversity. Arasu’s leadership is expected to help the network expand its footprint in key southern states while offering brands more nuanced and effective ways to engage local audiences.