Mumbai: Saina Group, a media and entertainment companiy, has announced the appointment of Akhil T.J. as Chief Growth Officer (CGO), marking a strategic move to accelerate expansion across its digital, OTT, and content monetisation businesses.
In his new role, Akhil will lead the group’s growth and revenue charter across its OTT platform Saina Play, alongside its YouTube and digital network including Saina South Plus, Saina Music, and Ludo Originals. His mandate will also span content monetisation, brand solutions, partnerships, sales, events, and IP businesses. He will report to Aashiq Bava, CEO of Saina Group.
Founded in 1985 by P.M. Bava, Saina Group has evolved into a major player in Malayalam entertainment, with a library of over 700 films, an extensive music rights catalogue, and a strong digital footprint. Under Aashiq Bava’s leadership, the group has transitioned into the digital era, launching Saina Play in 2019 as a regional streaming platform and expanding its presence across content distribution and marketing.
Through its platforms, Saina Group caters to Malayalam audiences across Kerala, India, and the global Malayali diaspora, particularly in the GCC region. Its portfolio also includes Ocha Festival and other marquee events, alongside a growing slate of original and branded content.
Akhil brings 17 years of leadership experience across media, OTT, telecom, banking, real estate, and automotive sectors. His career includes key roles in brand and growth leadership across Malayalam broadcast and OTT ecosystems, telecom consolidation initiatives, and digital adoption in Kerala. He has also held marketing leadership roles at Skyline Builders, Kotak Mahindra Bank, and Hero Group.
Speaking on his appointment, Akhil T.J., Chief Growth Officer, Saina Group, 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.”
On his appointment, Aashiq Bava, CEO of Saina Group, said, “We are glad to welcome Akhil onboard. As we embark on expanding in this digital world, Akhil’s experience will add immense value to us as a company. We look forward to working with him and creating exciting outcomes.”
As CGO, Akhil will focus on driving subscription and AVOD growth for Saina Play, scaling monetisation across the group’s digital platforms, and building integrated brand solutions including in-content integrations, influencer collaborations, and branded content. His role will also involve expanding Saina’s event and IP portfolio, as the company strengthens its position across digital entertainment and audience engagement.
