India: Breeding Ground for Asian Success

20 Jan 2017

India: Breeding Ground for Asian Success

Triumph at ATF an encouragement for Star IndiaBy Lunita S V Mendoza

Gurjeev Kapoor, President – International Business at Star India reiterated how great storytelling can indeed cut across geographies, “and this has been key for the success of Indian content internationally”. 

The company, which was recently at ATF 2016, has been entertaining audiences in more than 100 countries. “Our accomplishment in the world’s biggest drama producing markets like Turkey and LATAM indicates the potential of our stories. To leverage this momentum, it is imperative that we continue to focus on compelling stories and contemporary narratives with world-class production benchmarks to stay relevant and entertaining,” Gurjeev noted, on the back of enquiries about Star India’s intentions of continued investments.

Gurjeev Kapoor
President (International Business)
Star India

Compelling Indian stories with a global connect has helped Star India engage with audiences worldwide, but especially in Asia. More recently, viewers in Thailand got a chance to meet the main protagonist of Star India’s popular show, Diya Aur Baati Hum, a hugely popular fiction show which drove conversations in Thailand’s local and social media. Indonesia has also been on Star India’s radar and the company has successfully collaborated with its local partners to activate marketing initiatives in the country, where consumers got an opportunity to meet their favourite TV stars from the successful costume drama, Mahabharata. This was recently extended for another of its fiction drama, Veera, which met with tremendous response locally.

Star India’s valued association with its partners has been the key to drive deeper engagement with its audiences in the international markets. 

On the flipside, India has also become a breeding ground for success. While Indian content continues to do well in Asia, especially in Indonesia, what is worth mentioning is that there is interest in Indian-adapted Turkish series even before India has started airing this, according to Nixon Lim, Head of Asia Pacific at Eccho Rights. “Indonesia is probably thinking, ‘Indian series adapted from a successful Turkish series equals to imminent success’.”

Nixon Lim
Head (Asia Pacific)
Eccho Rights

“I have never been more positive about Vietnam since after ATF. Vietnam is definitely in the market now. They know a good series when they see one, and the nice thing about Vietnam is they love drama regardless of where the content originated from. As they’ve seen drama from various countries, I am confident that they will be hooked to Turkish series mainly because of its production quality,” Nixon continued. iNSiGHTS reported in 2016 of India’s Bride War drama that is all the rage in Vietnam (Indian Soap Operas Popular On Vietnamese TV). The next step is a given.

In 2017, Star India will continue to create content that inspires a billion imaginations, prided Gurjeev. “Our new catalogue has a mix of the best historical costume dramas and contemporary narratives that will cut across boundaries and resonate with audiences worldwide.”

Of Star India
Shows that have already captured the attention of audiences in India and are now on their way to win the hearts of audiences worldwide.
  • Chandra Nandni; (costume drama) helmed by the one of the biggest Indian production house tells the timeless story of Chandra Gupta Maurya, the first ruler of the powerful Mauryan empire. The ensemble cast, the opulence of the show has set new benchmarks in production in India
  • Ishqbaaz; A riveting drama produced by the makers of our globally popular series, Is Pyaar Ko Kya Naam Doon
  • Pardes mein Hai Mera Dil; a contemporary love story with a twist featuring the popular actors shot across international locations.
  • Naamkarann; an emotional drama made by the biggest Bollywood directors Mahesh Bhatt, which revolves around a little girl who in her journey to shed her illegitimate status, carves a niche and a name for herself.
  • Bahu Hamari Rajnikant; a unique light hearted comedy, which appeals to viewers across ages with the love story between a scientist and a robot.


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