Marking one year in his role as Head Brand Services & Business Growth at Jio Creative Labs, Amar Kondekar has played a significant role in building organisational momentum over the past year. His focus has been on creating integrated creative and operational systems that enable scale, speed and consistency across an increasingly complex brand and content ecosystem.
At Jio Creative Labs, Amar has overseen diverse mandates across Reliance Consumer Products, cultural platforms such as NMACC, as well as Invisalign’s global campaigns, Muthoot Finance, Radio City and key Government initiatives. Managing work across 40+ categories, his leadership spans sectors including FMCG, food & beverages, personal care, beauty, fashion, media & entertainment, consumer durables, healthcare, financial services and public-sector communication. His work has centred on aligning creativity, content, production and delivery into unified frameworks that drive measurable business outcomes.
A defining aspect of his role has been the integration of AI into creative and operational workflows from planning and execution to quality control and optimisation. These AI-enabled systems are designed to enhance human creativity while improving efficiency, predictability and performance at scale.
Prior to Jio Creative Labs, Amar was closely associated with content-led marketing production at Netflix, contributing to campaigns around globally recognised titles such as Stranger Things, Money Heist and Extraction, along with Indian originals including Heeramandi and The Great Indian Kapil Sharma Show. His work focused on building storytelling frameworks that connected culture, fandom and audience growth.
Earlier in his career, Amar led integrated brand mandates across multiple sectors, working on brands such as JSW Steel, Hershey’s, Park Avenue, Everyuth and Bajaj Electricals building a strong foundation in mass-scale brand strategy and execution.
Beyond campaigns, Amar actively mentor’s internship students and is involved in building SOLE School of Learning & Experience, an educational co-operative model focused on developing future-ready creative and business talent. He is also a certified NLP Executive Coach, Yoga Instructor and triathlete, bringing a holistic, performance-led perspective to leadership and talent development.
As Jio Creative Labs continues to evolve at the intersection of creativity, content, AI and commerce, Amar Kondekar’s leadership reflects a long-term focus on building systems, talent and ideas that deliver sustained brand and business impact.



