"In her dual role, Soundarya will be spearheading Eros Digital across all the new media platforms including ErosNow, it's on demand entertainment portal and lend her creative expertise to the company's filmed content," a company release said.
Soundarya's experience in the digital domain makes her an ideal candidate to spearhead Eros' digital strategy and make strategic inroads in South India, Jyoti Deshpande, Group CEO Eros International Media Ltd, was quoted as saying.
Expressing joy over her appointment, the 'Kochadaiyaan' director said that she was happy to be a part of the digital and creative process at Eros.
"With the growing south industry, its rich catalogue of content and a captive audience base, we are confident of driving further growth and making our presence felt strongly," she said.
Along with her new role at Eros, Soundarya Rajinikanth will continue with her 'passion' of directing films, the release said adding she was presently scripting her next venture, to be produced by the company. It did not divulge details about the film.