#e4mBreaking:  Kingshuk Mitra moves on from JioStar

Kingshuk Mitra has stepped down as Head of Impact Properties, Agency Partnerships, Measurement and Branded Content at JioStar.

Sources close to the development have confirmed the news to e4m, adding that tomorrow will be Mitra’s last working day at JioStar, followed by a farewell.

Mitra, who took on the leadership role in January 2025, played a key part in shaping the platform’s brand partnerships and monetization strategy during a period of transformation in India’s digital and sports media ecosystem.

Before joining JioStar, Mitra served as Head of Ad Sales, Sports at The Walt Disney Company, where he was responsible for one of India’s largest sports advertising portfolios. During his tenure, Disney Star consolidated its leadership in sports broadcasting through marquee properties such as the Indian Premier League (IPL) and ICC tournaments, which remained the cornerstone of the network’s content strategy.

Under Mitra’s leadership, the company delivered record-breaking sports advertising revenues, achieving year-on-year growth across major sporting events. He was instrumental in introducing innovative ad formats and sponsorship models that shifted the industry focus from cost metrics to impact-based advertising. Among his achievements were doubling the advertiser base within a year, from 94 to 184, while bringing in over 30 percent new-to-category brands and digital-first businesses.

He also drove a 65 percent revenue increase across key verticals such as consumer goods and fintech, through strategic storytelling and customized media solutions. Mitra played a central role in accelerating the adoption of full-funnel advertising models, integrating digital and television sponsorships, and enabling more comprehensive engagement for advertisers. His efforts in expanding the non-cricket portfolio, particularly in kabaddi and football, contributed to over 100 percent growth in emerging sports revenues, diversifying Disney Star’s sports revenue mix.

Before his tenure at Disney Star, Mitra had a long and successful association with WPP, where he spent more than 16 years across various senior leadership positions. As COO of APAC for Essence/GroupM, based in Singapore, he oversaw the agency’s profitability, operational strategy, and business growth across the region. He expanded Essence’s footprint by launching offices in China and spearheaded “Project Penelope,” GroupM’s largest regional transformation program, which integrated multiple agencies, clients, and markets.

Mitra also played a key role in establishing Essence Global Ventures in partnership with the Singapore Economic Development Board, an innovation hub dedicated to developing next-generation digital transformation and data strategy solutions. Prior to that, as Managing Director of Maxus/GroupM Philippines, he successfully turned around the agency’s performance, achieving 100 percent year-on-year digital revenue growth and winning marquee clients including SM, L’Oréal, PLDT, and Max’s Group.

His earlier roles at Maxus India, Madison World, Mindshare and Emami Ltd. established him as a well-rounded media leader with experience spanning brand strategy, media investment, digital transformation, and client leadership. Over his career, Mitra has been known for driving operational excellence, building strong client relationships and fostering a culture of innovation across teams.