Keshvi Kastuar Joins 9X Media as AVP – Sales, North: A Strategic Appointment for Music Broadcasting

Introduction

In the competitive world of Indian media sales, leadership appointments often signal more than just a career move — they reveal a brand's strategic direction. 9X Media's decision to bring in Keshvi Kastuar as Assistant Vice President – Sales, North is precisely that kind of signal. With over two decades of experience spanning television, digital, branded content, and agency networks, Kastuar arrives at 9X Media with a track record that covers some of India's most influential media organisations. For the North India advertising market, this appointment is worth watching closely.

The Big Announcement

Keshvi Kastuar has officially joined 9X Media Pvt. Ltd. as Assistant Vice President – Sales, North — a senior leadership role focused on driving revenue growth, expanding the advertiser base, and strengthening brand partnerships across the North India market.

Kastuar brings over two decades of cross-platform media and advertising experience to the role. Her career spans leadership positions at some of India's most prominent media and agency organisations including ZEE News, The Times of India, Publicis Groupe, Network18, Hindustan Times, and Star India.

Most recently, she served as Regional Head at ZEE News, where she managed a substantial North India revenue portfolio across key advertising categories while building and maintaining relationships with leading agencies and clients.

Her expertise spans advertising sales, branded content, intellectual property monetisation, P&L management, and integrated marketing solutions — a combination that positions her well to lead 9X Media's North India sales operations as the network continues building on its music and entertainment channel portfolio.

In her own words, Kastuar described joining 9X Media as beginning a new chapter — one she approaches with gratitude for the professional and personal support that has shaped her career journey.

What This Means for Your Brand

Senior sales leadership appointments at media companies carry direct implications for advertisers, agencies, and brands planning their media investments.

1. North India is a high-priority growth market for media networks. The NCR corridor, along with key cities like Lucknow, Chandigarh, Jaipur, and Amritsar, represents one of India's most commercially active advertising regions. Appointing a seasoned sales leader with deep North India relationships signals that 9X Media is serious about capturing a larger share of regional advertising budgets.

2. Branded content and IP monetisation expertise is increasingly valuable. Kastuar's background in conceptualising and closing branded content deals — across television and digital — reflects where media revenue models are heading. Brands are no longer just buying airtime; they are co-creating content, sponsoring IPs, and building integrated campaigns. Her skill set is precisely what media networks need to unlock these higher-value partnerships.

3. Agency relationships are the backbone of media sales. Having worked across both media owners and agency networks including Publicis Groupe, Kastuar understands both sides of the negotiating table. For advertisers working through agencies, this dual perspective often translates into more seamless, solutions-oriented deal structures.

The forward-looking angle? 9X Media's music and entertainment positioning gives Kastuar a creatively rich canvas to build brand partnerships that go beyond conventional spot advertising.

The Numbers Behind the News

India's music and entertainment television segment continues to command loyal viewership, particularly in Hindi-speaking markets across North India where channels like 9X Jalwa, 9XM, and 9X Tashan hold strong audience bases among youth and family demographics.

North India contributes a significant share of national television advertising revenues, with categories like FMCG, retail, real estate, education, and consumer durables being particularly active in the region. For a media network with 9X Media's music-focused portfolio, the opportunity lies in tapping into brand categories that align naturally with music culture — fashion, lifestyle, beverages, and digital entertainment among them.

Kastuar's experience in launching large-scale IPs and cross-platform campaigns at organisations like Star India and Network18 suggests that 9X Media may be positioning itself for more ambitious branded content and sponsorship plays in the North India market going forward.

The brands.in Perspective

This appointment reflects a broader truth about where Indian media sales is heading — generalist ad sellers are being replaced by integrated solution architects. Keshvi Kastuar isn't just a sales leader; she is someone who has operated at the intersection of content, strategy, and revenue across some of India's most demanding media environments. For 9X Media, which competes in a crowded music broadcasting space, having someone who can build branded IPs and close marquee deals — not just sell spots — could be a genuine competitive differentiator in the North India market.

Key Takeaways for Marketers

• North India remains a strategically critical advertising market for national media networks
• Branded content and IP monetisation expertise is now a core requirement for senior media sales roles
• Cross-platform experience spanning TV, digital, and agency networks creates more versatile sales leadership
• Music and entertainment channels offer unique branded content opportunities for lifestyle and youth-focused brands
• Senior leadership appointments signal a media network's growth ambitions and regional market priorities

FAQ Section

Q: What is 9X Media's content portfolio and why does North India matter strategically? 9X Media operates a portfolio of music and entertainment channels including 9XM, 9X Jalwa, and 9X Tashan, with strong viewership among Hindi-speaking audiences. North India — spanning NCR, UP, Punjab, and Rajasthan — represents one of the largest and most commercially active television advertising markets in the country.

Q: What makes Keshvi Kastuar's appointment significant for the media industry? Kastuar brings a rare combination of media owner experience and agency-side perspective, having worked across ZEE News, Times of India, Star India, Network18, and Publicis Groupe. This breadth of cross-platform and cross-functional expertise makes her well-equipped to lead complex, integrated advertising partnerships.

Q: How is branded content changing media sales strategies in India? Branded content has shifted from a supplementary offering to a primary revenue driver for media networks. Advertisers increasingly seek co-created content, sponsored IPs, and integrated campaigns rather than standalone spot buys — making sales leaders with content strategy expertise like Kastuar increasingly valuable to media organisations.

Closing

Keshvi Kastuar's move to 9X Media is more than a career transition — it's a marker of where Indian media sales leadership is evolving. As the line between content and commerce continues to blur, media networks that invest in leaders who understand both will be the ones that build the most enduring advertiser partnerships.

Which media appointment in 2026 do you think will have the biggest impact on India's advertising landscape? Share your thoughts below.

Follow brands.in for daily brand intelligence, media industry news, and sharp insights that keep India's marketing and advertising professionals ahead of the curve.