Binda has over 15 years of experience in Marketing, Brand Management, Digital Intelligence & Consumer Analytics. She comes with a deep understanding of the Indian media and entertainment space and has led marketing campaigns across categories for different markets. She has been awarded by BBC Knowledge as one of ‘the Greatest Marketing Influencers of 2017.

She currently heads marketing for Red Chilies Entertainment and is responsible for managing relationships with talent, creative, production, and distribution to align goals and drive all marketing campaigns.  She drives partnerships across the digital and traditional platform, identifying business opportunities and driving revenue through in-film and co-branded partnerships. She has led 360-degree campaigns for a wide range of movies like Dilwale, Raees, Dear Zindagi, Jab Harry Met Sejal, Ittefaq, Zero, and Badla.

She has also led the marketing initiatives for Kolkata Knight Riders (KKR) in 2016, developed the #AmiKKR campaign, which deeply resonated with the fans. KKR became the first team to have an exclusive television show, called ‘Knight Club’ on Star Sports.

During her stint at Star India, she has steered strategic projects for their Hindi, Regional and English Entertainment channels.