Published on: May 6, 2026
Mumbai/Kochi, 06th May 2026: Saina Group, 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 and Ludo Originals, alongside content monetisation, brand solutions, sales, partnerships, events and IP businesses. He will report to Aashiq Bava, CEO of 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 Movies, Saina Music 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 joins Saina with 17 years of leadership experience across media, OTT, telecom, banking, real estate and automotive — a career spent at the centre of some of Kerala’s most defining brand and market moments. His past roles span senior brand and growth leadership across leading Malayalam broadcast and OTT properties, the launch of a national entertainment channel in the regional market, the execution of one of India’s largest telecom consolidations, and the mass migration of Kerala consumers to mobile internet. Earlier in his career, he held marketing leadership roles at Skyline Builders, Kotak Mahindra Bank and Hero Group — building cross-category expertise in brand building, regional market development and on-ground commercial execution across some of Kerala’s most recognised consumer organisations.
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’s mandate spans subscription and AVOD growth on Saina Play, monetisation of the group’s YouTube and Social Media 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.
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