Tag: Dharma Productions

Dharma Productions steps into global film distribution with Bhumika Tewari

MUMBAI : Dharma Productions is set to make its mark in global cinema with the appointment of Bhumika Tewari as head of content acquisition and film distribution worldwide. Stepping into film distribution for the first time, the production house aims to broaden its reach and bring diverse Indian narratives to a wider audience.

Under Tewari’s leadership, Dharma will acquire high-quality films across multiple languages, including Hindi, Tamil, Telugu, Kannada, Malayalam, Punjabi, and Marathi, while independently distributing its own productions and third-party films. To streamline operations and strengthen ties with regional talent, the company will establish distribution hubs in key locations such as Delhi, Punjab, Hyderabad, and Chennai.

Commenting on the appointment, Dharma Productions chairman Karan Johar said, “Stepping into film distribution is a major leap for Dharma, and we are excited to have Bhumika lead this initiative. Her expertise in content acquisition and distribution aligns perfectly with our vision of expanding Indian storytelling to global audiences.”

Dharma Productions CEO Apoorva Mehta added, “Bhumika joins us at a crucial time as we evolve into an end-to-end content powerhouse. Her experience will be instrumental in shaping our journey as a key distributor of compelling stories worldwide.”

Expressing her enthusiasm, Tewari stated, “Joining Dharma Productions is an extraordinary opportunity to champion Indian cinema on a global scale. I look forward to expanding Dharma’s reach, fostering regional storytelling, and ensuring diverse narratives find their audience.”

Before joining Dharma, Tewari served as senior vice president of film acquisition & revenue at Zee Entertainment, overseeing the distribution of over 150 titles and managing content strategy across multiple platforms. Her appointment signals a bold new era for Dharma Productions as it strengthens its foothold in both national and international markets.

February 11, 2025
Karan Johar’s Dharma Productions hires senior distribution executive?

MUMBAI: First came Adar Poonawalla who handed out Rs 1000 crore to Karan Johar for a 50 per cent stake in his Dharma Productions. Now Dharma Productions CEO Apoorva Mehta and Karan are clearly indicating the direction the company is taking – becoming a complete studio a la YRF. That is it wants to produce and distribute its own releases as well as possibly do it for others.

Hence, the alleged hiring of former Zee Studios senior acquisitions and distribution executive Bhumika Tewari, if reports are to be believed. (Actually, Bhumika’s linkedin profile has her as recently as one week ago reposting a post from Roy Kapur Films about Zee Studios’ release of the Shahid Kapoor-Pooja Hegde starrer Deva on 31 January)

Bhumika has a rock solid film distribution background. She has spent almost 12 years at Zee Studios heading worldwide theatrical distribution and then content acquisition. She also has more than 16 years on the exhibition side working with Fun Multiplex (thirteen and a half years) and Cinepolis (two years eight months)

She has been behind some big blockbusters like Good Newz and Kesari while at Zee Studios.

Confirmations about Bhumika joining Dharma were not available from anyone at the time of writing. Keep watching this space.

January 8, 2025
Embracing 2025: Navigating marketing & communication challenges in family-run businesses

MUMBAI: India’s evolution as a global business destination is both dynamic and inspiring. Driven by robust economic growth, transformative policies, and increasing global integration, initiatives like Make in India, Digital India, and Startup India have bolstered the nation’s reputation as a business-friendly destination. Moreover, simplifications such as the Goods & Services Tax (GST) and the Insolvency and Bankruptcy Code have further enhanced India’s ease of doing business ranking, signalling a promising landscape for enterprises.

Amid this, family-run businesses form the backbone of India’s economy. They contribute over 75 per cent of the GDP, a figure projected to rise to 80-85 per cent by 2047. Not only are they vital drivers of economic growth, but they also present unique opportunities for marketing and communication (marcom) professionals navigating these organisations’ intricate blend of tradition and modernity.

Most of India’s TV and film production sector and smaller broadcasters are run by families. Dharma Productions, YRF Films, Balaji Telefilms, Sagar Productions, Directors Kut, Contiloe Films, Dangal TV, Governance Now – and scores of others are either first generation or second generation run by the son, or a mother-daughter, or husband-wife or mother-son combination. Firms like Applause Entertainment and Abundantia Entertainment which are run by professionals are a handful. It’s quite possible that this article will prove handy while dealing with the family run production houses and channels.

The role of branding in business success
A strong brand goes beyond selling products; it attracts the right talent, secures funding, and builds trust. In large corporations, specialized roles like marketing heads, brand strategists or corporate communication teams typically drive these efforts separately. Conversely, in family-owned businesses, marcom generalists juggle a variety of responsibilities, offering a rare opportunity to influence all facets of branding and communication.

The allure of family-run businesses & why family businesses are a unique opportunity?

While new-generation companies may allure professionals with their innovation and glamour, family businesses offer equally compelling prospects, particularly for those ready to navigate their complexities. These organizations provide the chance to modernize deeply rooted structures, foster long-term stability, and gain invaluable experience in managing multifaceted stakeholder dynamics.
At a time when many startups and new-generation companies are facing retrenchments, family-run businesses often offer job security and a solid foundation—making them an attractive option for forward-thinking professionals.
A 2018 survey reveals that 56 per cent of Indian family businesses are first-generation owned, while 44 per cent are run by subsequent generations. From 2017 to 2022, these businesses outpaced their non-family counterparts in revenue growth by approximately 2.3 per cent. For marcom professionals who champion their modernization, this presents professional growth and a chance to shape India’s economic trajectory.

Challenges & strategies for marcom professionals

Navigating the traditional tide
For marcom professionals, family-run businesses may initially feel like a time capsule. Strategies often rely on word of mouth, local fairs, inferior content and outdated digital presence. To make an impact, start by earning trust:
* Listen first: Invest time in understanding the business’s history, nuances, and legacy.
* Start small: Introduce incremental changes that respect the established foundation.
* Build rapport: Cultivate relationships with family members and long-time employees to foster collaboration.
By respecting the company’s traditions while gently advocating for modernization, you can lay the groundwork for sustainable transformation.

Understanding the unseen hierarchy
Decision-making in family-run businesses doesn’t always align with organizational charts. Informal power structures often influence key decisions, with founders or long-serving employees playing pivotal roles.
Strategies for Success:
* Map key decision-makers: Early on, identify who holds formal and informal influence.
* Foster inclusion: Organize workshops or brainstorming sessions to involve all stakeholders in shaping marcom strategies.
* Position yourself as neutral: Act as a mediator to ensure all voices are heard while guiding the team toward a unified direction.
By aligning stakeholders through clear communication and structured processes, you can mitigate conflicting opinions and drive initiatives forward.

Balancing tradition with innovation

Family businesses often resist change, clinging to their legacy. Modernizing their marketing efforts requires a careful balance:
* Advocate incremental changes: Propose strategies that modernize while staying true to the company’s values.
* Leverage success stories: Use examples of similar businesses that benefited from digital transformation.
* Pilot projects: Introduce small-scale initiatives to demonstrate measurable results, building trust without risking the entire business.

Addressing emotional decision-making
Family dynamics often overshadow data-driven decision-making. While this reflects personal investment, it can hinder effective marketing strategies.

What you can do:

* Present data-driven insights: Tie your ideas to tangible goals such as revenue growth or enhanced brand equity.
* Emphasise legacy protection: Position your strategies as tools to safeguard and enhance the family’s legacy.
* Foster open dialogue: Address differing viewpoints respectfully to build credibility and collaboration.

Overcoming resource constraints
Conservative budgets and reliance on traditional methods can be challenging. However, these constraints also offer opportunities for creative problem-solving.

Strategies:
* Focus on high-impact, low-Cost initiatives: Leverage social media campaigns, content marketing, and influencer partnerships.
* Prioritise quick wins: Demonstrate the value of modern approaches before advocating for larger budgets.
* Introduce scalable solutions: Emphasize cost-effective tools like CRM systems or targeted digital ads to support long-term growth.

Professionalizing the marketing function

Family businesses often lack formalized structures, leading to inefficiencies. Modernizing these processes is critical to achieving sustainable success.

Your approach:

* Standardise workflows: Implement documentation practices and performance metrics to professionalize the department.
* Set clear objectives: Establish goals and KPIs to ensure accountability and focus.
* Showcase long-term benefits: Demonstrate how professionalism and structure contribute to profitability and growth.

Adapting to 2025 workplace trends
The evolving professional landscape—shaped by remote work, sustainability, and AI—offers an opportunity for family-run businesses to modernize.

Marcom professionals can:
* Introduce remote collaboration tools to enhance efficiency.
* Advocate for sustainable practices to align with global trends.
* Leverage AI-driven analytics to optimize marketing strategies.

Attracting and retaining talent
Family businesses often struggle to attract top talent due to perceptions of favoritism or limited growth opportunities.

Your Strategy:
* Foster positive workplace culture: Celebrate achievements and promote transparency.
* Leverage networking skills: Attract professionals who align with the company’s values.
* Offer clear growth paths: Highlight opportunities for career development to retain talent, particularly among Gen Z employees.

Leveraging India’s growing family business economy
Family businesses are integral to India’s economy. According to a McKinsey report, top-performing family businesses achieve higher revenue growth and shareholder returns compared to their peers.

2025 Strategy:
* Highlight success metrics: Use industry data to support growth-oriented marketing plans.
* Adopt digital tools: Enhance agility and adaptability to respond to market changes.

New year roadmap

2025 is a pivotal year for marcom professionals in family-run businesses. By respecting traditions while championing innovation, you can turn challenges into opportunities in disguise. Focus on building trust, fostering collaboration, and delivering measurable results. As a bridge between tradition and modernity, your role is to ensure the organization’s long-term success.

By embracing these strategies, you can not only achieve your professional goals, but also contribute to India’s economic transformation—making 2025 a milestone year for both your career and the family business you represent.

(The writer of this article is Tropical Agrosystem (India) Pvt Ltd general manager- branding & communications Chandrika Rodrigues. The views expressed are her own and need not reflect Indiantelevision.com’s views on the same.. The pictures for this comment piece were generated using Microsoft Designer. No copyright infringement is intended)

January 1, 2025
Adar Poonawalla acquires 50 per cent stake in Dharma Productions for Rs 1000 Cr

Mumbai: In a blockbuster deal that blends Bollywood glamour with business acumen, Serum Institute of India, CEO, Adar Poonawalla has acquired a 50 per cent stake in Karan Johar’s Dharma Productions for Rs 1000 crore. This partnership not only infuses the storied film production house with fresh capital but also marks Poonawalla’s strategic entry into the entertainment sector, broadening his portfolio beyond healthcare.

Dharma Productions, known for producing some of Bollywood’s biggest hits, will now benefit from Poonawalla’s business expertise and resources. The deal is set to drive the company’s expansion into new content forms and strengthen its position in the evolving Indian film industry. The acquisition also brings an added layer of financial strength and strategic backing that is expected to propel Dharma into new ventures.

Johar, expressing his optimism about the partnership, stated, “I am thrilled to welcome Adar Poonawalla to the Dharma family. His vision aligns with ours, and this investment will open up new avenues for us to create engaging and meaningful content.”

This agreement symbolises a fresh chapter for Dharma Productions, which has been a cornerstone of Bollywood for decades. With Poonawalla on board, the company aims to accelerate its growth plans, expand its reach across platforms, and capitalise on emerging digital opportunities. The funds are likely to be used for producing high-budget films, expanding the company’s digital content division, and exploring international collaborations.

Poonawalla commented on his latest investment, saying, “Bollywood has always fascinated me, and this partnership is a step towards not only investing in a successful business but also in the future of Indian cinema. I look forward to working closely with Karan Johar and the team at Dharma to achieve great things.”

The deal puts Dharma Productions in a stronger position to compete with other major players in India’s entertainment industry. Prior to Poonawalla’s entry, the stake was hotly contested, with Reliance and Saregama among the potential buyers. However, Poonawalla’s winning bid underscored his serious intent to diversify his investments beyond the pharmaceutical industry.

Industry insiders believe this move will encourage more industrialists to look at the entertainment sector as a viable investment avenue. With content consumption surging across digital platforms, Poonawalla’s financial backing could help Dharma Productions expand its footprint in streaming and international markets.

October 21, 2024
Serene Productions and Dharma Productions team up for next-gen global content

Mumbai – Adar Poonawalla led Serene Productions has announced that it has entered into a binding agreement to invest Rs 1,000 crore into Karan Johar’s Dharma Productions and Dharmatic Entertainment (collectively, “Dharma”). Through this investment, Serene Productions will hold a 50 per cent stake in Dharma, with Karan Johar retaining the remaining 50 per cent ownership.

Johar as the executive chairman will spearhead the company’s creative vision, while Apoorva Mehta, in his role as the chief executive officer, will work with Karan in steering the strategic direction and overseeing the operational excellence of the organization.

India’s entertainment industry has experienced significant expansion, driven by surging digital penetration and a diverse audience seeking high-quality content across multiple platforms, with growing global relevance. This strategic partnership between Serene Productions and Dharma is designed to capitalize on these opportunities by combining Dharma’s rich legacy in storytelling with Adar Poonawalla’s strategic acumen and resources. The collaboration aims to further transform content creation, distribution, and audience engagement by integrating advanced technologies and pioneering production methods.

By leveraging this synergy, Serene Productions and Dharma seek to meet the evolving demands of today’s digitally savvy consumers while pushing the boundaries of creative storytelling. Together, they aspire to shape the future of entertainment for digital-first generations, embracing new platforms and formats to deliver compelling narratives that entertain, inspire, and engage audiences worldwide.

This alliance signifies a transformative step toward elevating the Indian entertainment industry on the global stage, in an era where the relationship between audiences and entertainment platforms is more dynamic and interactive than ever before.

Talking about the partnership, Poonawalla said, “I am delighted to have the opportunity to partner with one of the most iconic production houses in our nation, along with my friend Karan Johar. We hope to build and grow Dharma and scale even greater heights in the years to come.”

Commenting on the partnership, Johar stated, “From its inception, Dharma Productions has been synonymous with heartfelt storytelling that captures the essence of Indian culture. My father dreamed of creating films that would leave a lasting impact, and I’ve dedicated my career to expanding that vision. Today, as we join forces with Adar, a close friend and an exceptional visionary and innovator, we’re poised to elevate Dharma’s legacy to new heights. This partnership represents a perfect blend of our emotional storytelling prowess and forward-thinking business strategies.

It’s about honoring our roots while embracing the future of global entertainment. Dharma’s journey has been remarkable, and this collaboration opens up a world of possibilities for creating content that will resonate across borders and generations.”

Mehta said, “Over the years, I’ve witnessed Dharma’s transformation into a multi-faceted content powerhouse. This partnership with Adar realizes our vision and marks a new era where cinema, streaming, and global content converge. It enables us to explore new avenues in content creation and distribution, elevating the Indian entertainment ecosystem. More importantly, this investment allows us to take bigger creative steps.”

October 21, 2024
Is Reliance Industries investing in Karan Johar ‘s Dharma Productions?

MUMBAI: Mukesh Ambani’s Reliance Industries is looking to acquire film czar Karan Johar’s Dharma Productions, if media reports are to be believed. Apparently, the changing clime in the entertainment business with rising talent and production costs, theatrical releases bombing left and centre, and evolving consumption habits of viewers towards streaming services are making life financially difficult for India’s mostly family-owned studios.

As is the case with Karan Johar which is almost wholly owned by him and his mother Hiroo Johar. With no massive box office hits under his belt for a couple of years, and his getting on in years, Karan is believed to be looking at corporatising his studio by bringing in a corporate strategic investor. Earlier reports were that he was in conversation with Saregama – a part of the RPG Sanjiv Goenka group – which the latter later denied.

Reliance which has invested in Balaji Telefilms, owns Jio Studios, Studios, and Colosceum Media, could find adding Dharma to their portfolio of content creators an interesting proposition. Johar is known to be pretty close to Nita Ambani. Additionally, telecom player Jio, and Viacom18’s streaming service JioCinema needs partners to constantly feed it with films and shows. Acquiring a stake in Dharma would help bring in a celebrated story teller like Johar in its fold.

The Reliance group has been partnering strategically with fashion designers such as Abu Jani and Sandeep Khosla, Satya Paul, Raghavendra Rathore, Ritu Kumar, Anamika Khanna, Manish Malhotra, Rahul Mishra and Abraham & Thakore to grow its retail fashion segment. Could it follow that in entertainment too?

However, with neither Johar nor Nita Ambani confirming or denying media reports, one can only wait until a deal is announced – or denied.

Picture courtesy Karan Johar’s instagram account

October 14, 2024
Organic Harvest onboarded as the official skincare partner for ‘Mr. & Mrs. Mahi’

Mumbai: Organic beauty and personal care brand, Organic Harvest (part of the Good Glamm Group), comes on board as the official skincare partner for the highly anticipated Bollywood movie by Dharma Productions, “Mr. & Mrs. Mahi.”, starring actors Rajkumar Rao as Mahendra and Janhvi Kapoor as Mahima.

Directed by Sharan Sharma, known for his directorial debut Gunjan Saxena: The Kargil Girl and produced by Dharma Productions, the film has already created a buzz among fans and cinephiles alike. In this partnership, Organic Harvest’s 100 per cent certified organic skincare products take center stage with the brand’s cult favourite products Organic Harvest sunscreen and facewash is protecting Mr. & Mrs. Mahi, from the harsh effects of UV rays, blue light, and environmental pollutants, both on and off screen.

This unique partnership between Organic Harvest and “Mr. & Mrs. Mahi” goes beyond traditional advertising, beating the heat this summer. The collaboration aims to inspire audiences to experience Organic Harvest and its organic advantage that sets it apart in the skincare industry. Unlike regular chemical-based and so-called natural products, Organic Harvest’s range is 100 per cent certified organic and committed to enhancing the natural beauty, nurturing the skin without any harmful chemicals & toxins. Organic Harvest invites consumers to experience the true essence of organic wellness and let go of conventional products in favor of certified organic ones, delivering the safest and most effective skincare. As Mahima and Mahendra, characters from the film, embark on their journey of personal growth and empowerment, Organic Harvest’s presence underscores the importance of nurturing oneself from the inside out, reflecting the brand’s ethos of holistic well-being and self-love.

Good Glamm Group, group brand director Ketan Bhatia expressed his enthusiasm, stating, “Our collaboration with Dharma Productions’ ‘Mr. & Mrs. Mahi’ represents an exciting opportunity to merge the worlds of cinema and skincare, providing our commitment to promoting skincare solutions that are not only effective but truly safe, being 100 per cent certified organic. By eliminating harmful chemicals and embracing the purity of nature, we offer consumers a genuinely safe and beneficial alternative. The unmatched advantages of our organic formulations, reinforcing our mission to promote true wellness and natural beauty.”

Dharma Productions CEO Apoorva Mehta shared, “We are excited to collaborate with Organic Harvest on ‘Mr. & Mrs. Mahi,’ as it allows us to integrate meaningful brand partnerships into the themes of our stories. Organic Harvest’s dedication to natural skincare perfectly complements the themes of self-discovery and authenticity portrayed in the film..”

As part of this partnership, Organic Harvest spotlights four of its premium skincare products, that are 100 per cent American certified organic, paraben-free, silicon-free, sulphate-free, responsible, sustainable and essential for maintaining healthy, radiant skin, especially for those active lifestyles portrayed in the film. As the official skincare partner for “Mr. & Mrs. Mahi,” Organic Harvest’s premium embodies the superior benefits of organic ingredients that are kinder to the environment, gentler and more effective for the skin. By using naturally derived ingredients, these products help to maintain the skin’s natural balance, prevent irritation, and deliver long-lasting results. Organic Harvest’s commitment to purity ensures that every application contributes to overall well-being, making it the ideal choice for those who seek both beauty and health. Among the featured products are the all skin SPF 60 sunscreen, oily skin SPF 60 sunscreen, luxurious bathing bars and six-in-one brightening facewash, each designed to enhance and protect the skin’s natural beauty.

Organic Harvest invites audiences to embark on a journey of self-care and discovery with “Mr. & Mrs. Mahi,” where the power of organic skincare meets the magic of cinema.

Mr and Mrs Mahi releases in cinemas on 31 May 2024.

May 24, 2024
“No matter the platform, if the music is good, it will be recognized”: Music composer Dhruv Dhalla

Mumbai: Music has the power to transcend boundaries and evoke emotions like no other art form. And among the sea of music composers, Dhruv Dhalla epitomizes this with his illustrious journey in Bollywood.

From his humble beginnings in a business class family to becoming a powerhouse in the Indian film music industry, Dhruv’s journey is nothing short of inspiring. With unforgettable contributions to iconic films like ‘Khosla Ka Ghosla’ and ‘Oye Lucky, Lucky Oye,’ Dhruv’s illustrious career has left an indelible mark on the industry. His recent collaboration with Dharma Productions for the upcoming film ‘Mr and Mrs Mahi’ promises to once again enchant audiences with his soulful melodies.

Indiantelevision in conversation with Dhruv Dhalla talked about various topics, from his journey to collaborating with international artists and navigating feedback and criticism, and more…

Edited Excerpts:

On your journey in the music industry so far

I consider myself very fortunate to have started my career as a composer in the film industry with Dibakar Banarjee. His knowledge of film and music was a masterclass, and both my films with him – Khosla Ka Ghosla and Oye Lucky Lucky Oye – were amazing experiences.

Bollywood is not for the faint-hearted. It’s a rollercoaster ride with some highs and a lot of lows. I realised that the idea is to keep working and not let failure be a deterrent. Patience and persistence will eventually be rewarded.

On your collaboration with Dharma Productions for “Mr and Mrs Mahi,” and what can audiences anticipate from the soulful melody by Kavita Seth

I had composed a song a while back and called Kavita Seth for the recording as a demo track. After she sang it, Kavita ji told me to pitch the song to a big film or production house. She was instrumental in making me believe that this song deserved a big canvas. And as luck would have it, it reached Dharma Productions and got selected. It’s a very soulful song, beautifully rendered by Kavita Seth and written by Devender Kafir. I really hope it touches the right chord and emotions with people.

On your insights on the multifaceted impact of AI in music composition, balancing its potential as a creative tool with ethical considerations surrounding copyright, ownership, and artistic integrity

I would consider AI as a tool, just as we use music software and technology for composing and production. Art in any form is a combination of feelings, emotions, and passion. It needs to have a human touch; otherwise, it’s mechanical.

Creating music through AI can be interesting, but it needs a human brain and heart to guide it. Otherwise, music all over the world would start feeling and sounding similar, which is not the point of any art form.

On perceiving bilingual collaborations like Shreya Ghoshal’s “Guli Mata,” which involve international artists, and do you aspire to engage in similar endeavors

Artist collaborations are always interesting. The cultural blends always have a fresh mix. I’m working on a concept of creating Western music, with Western symphonic production, yet giving it a hint of our flavor. In the universal language of music, anything is possible!

On navigating feedback and criticism, both positive and negative, within your creative process

Negative criticism is what one needs to look out for. That’s where change and growth come. It’s okay to be praised for something good, but the challenge is to accept, re-learn, and start again. A fresh start is hard, but that’s where I, as an artist, have learned and discovered more. That’s where one gets better.

On the advice that you would impart to aspiring composers seeking entry into the Bollywood music scene

It’s a great space for young and upcoming composers. They do not need Bollywood or films to make a mark anymore. Social media, reels, YouTube are as big platforms as any. And they come without defined boundaries and references. You’re free to express as you like. I would advise the younger musicians to explore this space and create as much as they can. No matter the platform, if the music is good, it will be recognized.

On envisioning the future of the music industry, anticipating its trajectory

I feel the future of the music industry will be technology-driven. Songs will be seen more than heard. Ten to twenty-second reels have already shortened the attention span of the brain. Gratification will be delivered faster, and music will be consumed more than it needs to be felt.

March 21, 2024
Prime Video releases the new edition of O Womaniya! report

Mumbai: Prime Video, India’s most loved entertainment destination, today released the latest edition of O Womaniya! report, the most definitive study on female representation in Indian entertainment. Researched and curated by media consulting ﬁrm, Ormax Media, India’s leading entertainment journalism platform, Film Companion, and championed by Prime Video, the study evaluates the statistical journey of women in various facets of content production, marketing and corporate leadership within India’s entertainment industry. This year, the report analyzed 156 films and series, across streaming and theatrical released in 2022 in 8 Indian languages (Hindi, Tamil, Telugu, Malayalam, Kannada, Punjabi, Bengali and Gujarati) to arrive at a comprehensive picture of the change that the industry has seen since 2021.

Along with Prime Video, the report has been supported by other partners from the industry including Clean Slate Filmz, Emmay Entertainment, Excel Entertainment, Jio Studio, Producers Guild India, RSVP, SonyLiv, Tiger Baby, and Zee5. Additionally, this year also saw industry leaders, including studio heads, filmmakers, actors, and more come forward to lay down actionable steps towards improving female representation in their personal and professional capacities. These pledges are expected to serve as guardrails that can guide the entire industry.

Key findings of the report include:

● Creative Talent – Only 12% of the 780 HOD positions analyzed across key departments of direction, cinematography, editing, writing, and production design were held by women. While this is slightly more than 10% in 2021, the growth has entirely been led by streaming films and series, while theatrical films have remained stagnant since 2021. On a positive note, 31% of the properties had a female commissioning in-charge behind them, vis-à-vis 25% in 2021.

● Content – While in 2021, 55% of the properties analyzed passed the Bechdel Test1, the number has gone below the half-way mark to 47% now. The biggest drop here has come from theatrical films; while 46% passed the test in 2021, only 34% managed to pass it in 2022. Series and films like Guilty Minds, Four More Shots Please! Season 3, Delhi Crime Season 2, Maja Ma, Gangubai Kathiawadi, among others, emerged as the properties with maximum scenes to pass the Bechdel Test.

● Marketing – Women still get only 27% talk time2 in trailers; the number is the highest for streaming films with 33% talk time in trailers being allocated to women. Series and movies like Hush Hush, Gehraiyaan, The Fame Game, Ammu, A Thursday, Sita Ramam, among others, performed the best with at least 50% of talk time in trailers given to female leads.

● Corporate Talent – Of the 135 Director/ CXO positions studied across 25 top M&E firms in India, only 13% were held by women.

Sharing his thoughts on the latest findings in O Womaniya!, Shailesh Kapoor, Founder & CEO, Ormax Media said, “While there has been a slow but steady improvement in a few key parameters, the report has thrown light on the need to take a look at inclusion with a serious eye. Like the previous edition of the report, streaming continues to pave the way for female representation, however, the sub-par performance of theatrical films should serve as a wake-up call for the industry. I am glad to see the industry take note of the data and come together to pledge better representation, underscoring their genuine desire to see a positive change.”

Speaking about the report, Anupama Chopra, Founder & Editor, Film Companion said, “Entertainment is a powerful medium which can and must highlight inclusivity and diversity. O Womaniya! is our attempt to push the needle to move faster. We are thrilled to see greater participation from the industry, with key individuals taking on specific targets and actions to take this conversation forward. The steps taken to bring change may seem small but each step, each action matters, and with every edition of the O Womaniya! report, we believe we are moving a step closer to a more equitable ecosystem. I am grateful to Prime Video and Ormax Media for partnering with us on this unique initiative.”

“At Prime Video, we believe that diversity, equity and inclusion, is not just needed, it is essential. As an organization, we have always believed in equitable representation, not just within Prime Video and in our content, but also within the wider creative industry. By nurturing and empowering talented women within our industry, we can create a ripple effect of positive change in the wider ecosystem,” said Aparna Purohit, head of Originals, India & Southeast Asia, Prime Video. “O Womaniya! represents a collective effort to unite the industry and collaborate on enhancing female representation. The latest edition of the report strongly underscores the urgency of accelerating these transformative efforts. It’s heartening to witness not only the committed support of partners but also the active participation of influential figures from the industry, including both men and women. They have not only pledged their personal commitment but also made broader corporate level commitments to champion greater female inclusivity.”

October 26, 2023
Viacom18 Studios, Dharma Productions ink four-film distribution deal

Mumbai: Viacom18 Studios on Wednesday announced its partnership with Dharma Productions on four Hindi films meant for theatrical, broadcast, and streaming distribution.

The titles which are part of this deal are in various stages of production and are expected to release over the next 18- 24 months.

“As Viacom18 Studios scales up and begins a new chapter, we are looking at key partnerships with creators who shape mainstream entertainment,” said Viacom18 Studios COO Ajit Andhare. “Collaborating to build a slate of films further strengthens our long-term association with Karan and Dharma Productions.”

The film slate includes Karan Johar’s “Rocky Aur Rani Ki Prem Kahani” starring Ranveer Singh and Alia Bhatt, Raj Mehta’s “Jug Jugg Jeeyo” starring Varun Dhawan, Anil Kapoor and Kiara Advani, Shakun Batra’s next with Deepika Padukone, and Shashank Khaitan’s next directorial venture with Vicky Kaushal and Bhumi Pednekar as part of the cast.

Dharma Productions CEO Apoorva Mehta stated that strategic alliances are the way forward for the film industry and this partnership with Viacom18 Studios is the stepping-stone to a “long-term alliance”.

Karan Johar said this partnership will further enable Dharma productions’ commitment to entertain the film-goers world over. “In Viacom18 Studios and Ajit, we have a partner who not only shares our vision in storytelling but also our approach to differentiated cinema,” he added.

September 22, 2021