To lead next phase of expansion across OTT, YouTube, content monetisation and brand solutions
Mandate spans Saina Play, Saina South Plus, Saina Music Indie, Ludo Originals, events and IP businesses — anchored in one of Malayalam’s largest content libraries
Saina, one of Kerala’s most enduring media and entertainment groups with a legacy dating back to 1985, today announced the appointment of Akhil T.J. as Chief Growth Officer (CGO). In his new role, Akhil will lead the group’s growth and revenue charter across its OTT platform Saina Play, its YouTube and digital network including Saina South Plus, Saina Music Indie and Ludo Originals, alongside content monetisation, brand solutions, sales, partnerships, events and IP businesses. He will report to Aashiq Bava, CEO, Saina Group.
Founded in 1985 by P.M. Bava, Saina has grown into one of the most influential names in Malayalam content, today commanding a library of 700+ Malayalam films, an extensive music rights catalogue, and one of the largest YouTube and digital footprints in the regional media space. Aashiq Bava, who has led the group’s evolution into the digital era, founded Saina Play in 2019 as a regional video streaming platform built exclusively for the Malayalam community — and has overseen Saina Video Vision’s growth as a significant player in physical and digital film content distribution and marketing over the past eight years.
Through Saina Play, Saina South Plus, Saina Music Indie and Ludo Originals, the group reaches Malayalam audiences across Kerala, the rest of India, and the global Malayali diaspora — with particular strength in the GCC. Saina’s event and IP portfolio is anchored by Ocha Festival, one of Kerala’s most recognised entertainment properties, alongside marquee music events, movie launches, premiere nights and on-ground celebrity activations. The group is also expanding its slate of originals, branded content, and integrated brand solutions across digital, music and live entertainment.
Akhil brings 17 years of leadership across media, OTT, telecom, banking, real estate and automotive — sectors that together define Kerala’s modern consumer economy. His media career spans brand and growth leadership at Mazhavil Manorama, Manorama News and manoramaMAX, and before that at Zee Keralam — cutting across broadcast strategy, OTT platform growth and content marketing in one of India’s most fiercely competitive regional entertainment markets. Beyond media, he has led through some of Kerala’s largest market transitions — including the execution of the Vodafone-Idea merger and the state’s mass shift to mobile internet. Marketing leadership roles at Skyline Builders, Kotak Mahindra Bank and Hero Group round out a career that is as strong on ground-level commercial execution as it is on brand strategy.
Speaking on his appointment, Akhil T.J. said: “Saina sits on a rare combination — a 40-year content legacy, one of Malayalam’s deepest film and music libraries, a fast-growing OTT in Saina Play, a strong digital network, and IPs like Ocha Festival that connect directly with audiences. The opportunity is to convert that depth into scaled commercial momentum — for Saina, and for the brands that want to engage Malayali audiences in Kerala, India and the GCC.”
As CGO, Akhil’s mandate spans subscription and AVOD growth on Saina Play, monetisation of the group’s YouTube and CMS network, content syndication and rights, end-to-end brand solutions including in-film and in-show integrations, influencer and branded content, and the scaling of Saina’s event and IP portfolio.
About Saina
Founded in 1985 by P.M. Bava as Saina Audio & Video, Saina has grown into one of Kerala’s most respected media and entertainment groups. Under Aashiq Bava’s leadership, the group has expanded into a multi-platform digital entertainment ecosystem. The Saina ecosystem today includes Saina Play (OTT, founded 2019), Saina South Plus, Saina Music Indie, Ludo Originals, Saina Video Vision, a 700+ Malayalam film library, an extensive music rights catalogue, and a growing portfolio of originals, events and brand solutions — anchored in Malayalam culture and built for the global Malayali audience.