Applause Entertainment and Zindagi Join Forces to Create South Asian-Themed Content Partnership

Prolific Indian studio Applause Entertainment and Zindagi, the Indian subcontinent-focused programming block on streamer ZEE5 Global, have announced a wide-ranging content partnership that aims to create South Asian-themed content from across the subcontinent.

Introduction: Applause Entertainment and Zindagi, two major players in the Indian entertainment industry, have come together in an exciting collaboration to produce a diverse range of South Asian-themed content. This partnership aims to showcase the rich cultural tapestry of the subcontinent by creating compelling stories that resonate with audiences across the region and beyond. With a focus on bridging the gap between different languages and cultures, this venture promises to be a game-changer in the world of South Asian entertainment.

Reuniting Former Colleagues and Greenlighting Pakistan and Bangladesh-Themed Shows

The partnership brings together Sameer Nair, managing director of Applause Entertainment, and Shailja Kejriwal, chief creative officer of special projects at Zee Entertainment Enterprises Ltd. These former colleagues, who have a proven track record of success in the industry, are set to create a wave of innovative and thought-provoking content. Kejriwal, known for greenlighting Pakistan-themed shows such as "Churails," "Dhoop Ki Deewar," and "Qatil Haseenaon Ke Naam," as well as "Ladies & Gentlemen" from Bangladesh, is eager to expand the scope of South Asian storytelling.

A Platform-Agnostic Approach to Content Creation

While Zindagi already has an existing platform, the partnership will follow Applause Entertainment's practice of commissioning and producing series and films, which will then be licensed. This approach allows for greater flexibility and ensures that the content reaches a wider audience. The development of new projects has been in progress for the past eight months, and a diverse slate of productions will be revealed in the near future. The goal is to create content that transcends platforms and appeals to a global audience.

Enriching South Asian Content through Collaboration

Kejriwal emphasizes the importance of going beyond Indian-centric content and embracing a broader South Asian perspective. By including storytellers and talent from Pakistan, Bangladesh, and other parts of the region, the partnership aims to create a richer and more diverse range of narratives. The content will explore the shared cultural heritage of South Asia while also highlighting the unique experiences and perspectives of each country.

Overcoming Political Sensitivities through Neutral Filming Locations

Due to political sensitivities between India and Pakistan, filmmakers from both countries face restrictions when it comes to working across borders. To overcome this challenge, the content partnership plans to produce some projects in neutral locations such as London, Bangladesh, and Nepal. This approach allows for cross-pollination of talent and encourages collaboration between artists from different countries, even if they cannot physically shoot in each other's territories. The aim is to foster a sense of unity and cooperation within the South Asian entertainment industry.

Expanding the Scope to Include South Asian-Themed Stories from the U.K. and the U.S.

The content partnership not only focuses on stories from the Indian subcontinent but also aims to include South Asian-themed narratives from the U.K. and the U.S. This expansion allows for a broader representation of the South Asian diaspora and provides a platform for stories that reflect the experiences of these communities. By incorporating perspectives from different parts of the world, the partnership seeks to create a truly global and inclusive approach to South Asian storytelling. Conclusion: The collaboration between Applause Entertainment and Zindagi marks an exciting chapter in the evolution of South Asian entertainment. By bringing together talent from across the region and embracing a platform-agnostic approach, this partnership aims to create a diverse and compelling range of content that resonates with audiences worldwide. As the boundaries between countries and cultures blur, the power of storytelling becomes a unifying force, bridging gaps and fostering understanding. With this ambitious venture, the stage is set for South Asian content to take center stage on the global entertainment landscape.