Manish Aggarwal, a marketing executive previously at LeEco for a year, was appointed as the Chief Marketing Officer of ZDCL, the Zee conglomerate’s digital arm, Exchange4Media reported. A Zee spokesperson confirmed the appointment. As CMO, all marketing and business executives across Zee’s digital businesses will be reporting to him, the report said. He will also reportedly be handling all digital and social media communication across Essel, the multinational Indian conglomerate that owns Zee.

Aggarwal joins as the company just begins to scale its operations and start working on original digital exclusives and digital-first content. In an earnings call with investors earlier this month, Zee Entertainment’s CEO and MD Punit Goenka said that the company would announce details of original and exclusive content around the second quarter. Right as ALT Balaji went live recently around the world and was downloaded in 75 countries, it is also expected to serve its content globally.

Aggarwal will reportedly be heading international marketing efforts for Zee’s digital businesses too. The company already has experience in the international market, operating TV channels abroad for Indian-origin, NRI and South Asian viewers.

The current centrepieces of the digital business are OZEE and DittoTV. Zee has not released specifics of how these streaming services are performing in its quarterly reports and presentations. In the earnings call with investors, CEO Goenka said that search revenue is still the dominant force in advertising revenue, and that video ad revenue is a long way from being comparable to the money Zee earns from its traditional TV business. As competitors like Star leapfrog into the digital game, Zee has been relatively more cautious, continuing the momentum of its spending on TV content.