The new division marks the company’s foray into new media, hyper short formats and new technology aided content creation and production. It will include producing independent music videos, advertorial short films, micro-dramas and vodcasts.

Helmed by producers Sagar Manik and Kushal Mansukhani, Emmayzing has already kicked off operations with its maiden music video titled “Jugni” (available on social media platforms) for fashion brand Style Junkie, launching a new rap talent Vheer.

Both producers are extremely excited to partner with brands and emerging talent to create content that uses new tech like AI to generate budget friendly and visually immersive storytelling.

Speaking on behalf of the parent company, Monisha Advani says “This move underlines Emmay’s commitment to supporting and nurturing new minds, new technicians and behind the camera expertise, while continuing to develop its interests in promoting new media and formats.”

By Keerti Kadam

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The show based on the book by Dominique Lapierre and Larry Collins, ‘Freedom at Midnight’ is an epic political thriller/drama that highlights several incidents from the year of India’s independence and interconnected stories about crucial events and personalities who played a significant role in writing the country’s history as we know today. With Nikkhil Advani as the show runner, the story has been penned by Abhinandan Gupta, Adwitiya Kareng Das and Gundeep Kaur. .

Danish Khan, Head – Sony Entertainment Television, Sony LIV & StudioNext : “SonyLIV’s constant endeavor has been to bring forth tales of contemporary history that have global relevance. India has many landmark stories that are untold and ‘Freedom at Midnight’ is one such authentic narrative of the country’s struggle and success for independence. The book by Dominique Lapierre and Larry Collins is one of the most notable reads about the event that brings out the unknown facts about the incident and what ensued thereon. We are glad to have StudioNext and Emmay Entertainment coming together for this intriguing series.”

Nikkhil Advani, Producer & Showrunner: “The year 1947 has been etched in India’s history as the year that shaped its fate. A riveting, emotional tale of an incident that altered the course of the nation, ‘Freedom at Midnight’ is an attempt to bring to Indians the whole truth about the events that led us to our freedom – the courage, and the hope instilled in people by the personages who gave us the new India. This is a story every Indian should know, and I feel honoured to be able to tell it along with my partners, Monisha and Madhu, and the team of writers, along with StudioNext. It is even more special for Emmay Entertainment that we get to bring this story to SonyLIV after our successful stint with Rocket Boys. The platform has been at the forefront of narrating the stories of the homeland, and I look forward to associating with them on this project too.

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Madhu Bhojwani explains “Initially we gained hands-on experience in running end to end productions. We soon learnt that the shock absorbers to ensure business continuity despite the possibility of a bad day at the box office could be achieved by building scale. This empowers a commerce-driven approach where financial discipline keeps cash flows in check and ensures we come back to work with our teams Monday to Monday.”

Adds Monisha Advani “Anticipating the advent of the digital economy, we consciously diversified to develop web-based content. Audiences interact with characters and stories through information available at their fingertips to test the veracity and source of what they see. Did this character really exist? Is this fashion label available to me? Did this event really happen in history? These are real time questions that get answered and the more we trigger such interactivity through our stories, the more we engage and retain attention.”

Emmay’s creative lead Nikkhil Advani says quietly “The best is yet to come. We remind ourselves to stay humble and focus on building succession-planning, making all this last beyond us. The company will continue to attract best-in-class and untried talent. Our business decisions will always be audience-led.”

Currently self-funded and held between the three partners, Emmay is in conversations to raise institutional funds through dilution of equity. The intention is to invest in further scale, as well as post-production capabilities which would add another revenue stream to the company.

From DDay, Airlift, Satyameva Jayate, Batla House, Baazaar, The Empire, Mumbai Diaries, Rocket Boys, and more, the road ahead promises to be anything but light-weight lifting.

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Also present was the stellar cast of the light-hearted, entertaining series Kaun Banegi Shikharwati along with Directors Gauravv Chawla and Ananya Banerjee.

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“Our audiences enjoy a fair share of action and thriller stories, and we are glad to have brought BellBottom to them,” said Vijay Subramaniam, Director and Head, Content, Amazon Prime Video, India. “The movie has been received well by the audiences, and it’s our endeavor to take this story to a worldwide audience. Packed with a riveting script and great performances, it is one of the stellar additions to our content library.”

“I’m delighted that my film is reaching a global audience through Amazon Prime Video,” said Director Ranjit M Tewari. “It is a story of many unsung heroes that I felt deserved to be told to one and all. It is the perfect mix of an intriguing plot, actors who’ve given their all that will keep audiences hooked right till the very end.”

“After getting the theatres going, it is time to take this story to more people, and what better way to do that than releasing BellBottom on Amazon Prime Video; with a reach of 240+ countries and territories, I am hoping this tale of an unsung hero reaches audiences far and wide.” exclaimed Lead Actor Akshay Kumar.

Producer Jackky Bhagnani added, “With BellBottom, Ranjit M Tewari and the entire cast and crew have worked hard to elevate the entertainment quotient to make an out-and-out blockbuster. Recently I have seen the audience has developed more interest in watching action thrillers that keep them at the edge of their seat. I am very happy to have collaborated with Amazon Prime Video to release the film digitally which could help us reach in over 240 countries and territories worldwide.”

Link: https://youtu.be/jhhmQWEEGUU

https://instagram.com/tv/CTtinn9I_Fo/

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Once again, SonyLIV brings to the forefront a story from an untouched and an unexplored genre. Soon to be launched, SonyLIV’s upcoming original, titled, Rocket Boys is a dramatized retelling of the lives of India’s brightest nuclear physicists, the show will narrate the story of Homi Bhabha & Vikram Sarabhai and their journey to achieving greatness and writing pages of history. The two great minds represented a vision that was not only far-sighted, but had the courage to turn their dreams into reality. They embarked on paths that led the way for some of the greatest scientific discoveries.

Unveiling the two prominent characters of Jim Sarbh as Homi J Bhabha and Ishwak Singh as Vikram A Sarabhai
Jim Sarbh “In these strange times the relevance of science, scientific research, and innovative, possibly life-saving technology becomes startlingly clear. ‘Rocket Boys’ is about Vikram Sarabhai and Homi Bhabha, icons in Indian scientific history. I hope their story continues to inspire generations of scientists, researchers, and innovators. I am looking forward to its premiere on SonyLIV.”

Ishwak Singh “It is delightful for an artiste to portray a character that is so iconic and deeply rooted in the country’s history. At the same time, it is a huge responsibility. I hope I have been able to do justice to the role of Vikram Sarabhai, who initiated space research and helped develop nuclear power in India. It has been a wholesome experience to work on this show. I am looking forward to it on SonyLIV.”

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Speaking on behalf of the company, producer Monisha Advani says, “We are committed to producing for a growing number of women directors. This is not a diversity card. We believe their optics change the way we view any genre of cinema, be it action, drama or comedy.” Talking about her love for storytelling, Ananya Banerjee says, “I’ll go anywhere for a good story and this love has often led me to some extraordinary situations, bizarre encounters, odd characters (and some trouble too). All of which is slowly finding its way into my storytelling, my visuals and my technique. I’m so grateful that I’m being able to tell those stories now, in my own voice.”

“When I came in 2007, I realised there were very few female filmmakers. Today, there so many more voices which is fantastic. Because, I think the gender shouldn’t matter.”, asserts Madhumita. While sharing her association with Emmay, Kaashvie Nair says, ”Emmay is home to me. It’s been a journey of almost ten years where he has been my mentor, guide, philosopher and inspiration. Madhu and Monisha are the two pillars that hold everything together for us and always make sure that they nurture each of us, together they make sure they push our boundaries and help us achieve the best”

“I am their latest child! I say this because that’s exactly how they treat each of their directors, with love and warmth. I can never express my gratitude to Nikkhil, Monisha or Madhu enough for the trust they’ve shown in me and the support they give me. I just hope it is a very long and a happy association that goes beyond this one project to many, many more. Emmay is family to me.”, adds Mitakshara.

The post Emmay Entertainment believes in empowering women storytellers first appeared on Latest News, Breaking News, National News, World News, India News, Bollywood News, Business News, Politics News, Sports News, Entertainment News - CineBuster.