Siddharth Bijpuria has stepped into the role of Head of Content for upGrad’s Direct-to-Consumer (D2C) vertical, marking his transition from JioHotstar. He shared the news through a recent update on his LinkedIn profile.
Before joining upGrad, Bijpuria spearheaded creator-led content for Sparks at JioHotstar. In this role, he played a pivotal part in bringing some of India’s biggest YouTubers and digital creators into mainstream OTT programming. He helped launch over 30 unscripted shows within a year, strengthening the bridge between creator-driven entertainment and premium digital streaming.
Prior to JioHotstar, Bijpuria worked with JioCinema, where he managed the non-fiction content slate. His contributions there included driving user growth, increasing watch-time, and orchestrating cross-functional teams across major reality franchises such as Bigg Boss (Hindi, Kannada, Marathi), Temptation Island India, and several other marquee properties.
Across his two-decade career, Bijpuria has held leadership and content roles at Viacom18, Genesis BCW, PR Pundit, Perfect Relations, among others, building extensive expertise across entertainment, media, and communications.
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