N※N

Emmay Entertainment Launches 'Emmayzing' Subsidiary to Lead Bollywood's Digital Revolution

  //media-entertainment.news-articles.net/content/ .. iary-to-lead-bollywood-s-digital-revolution.html
  Published in Media and Entertainment on Wednesday, November 12th 2025 at 5:08 GMT by Hot Pics

• 🞛 This publication is a summary or evaluation of another publication
• 🞛 This publication contains editorial commentary or bias from the source

2025-11-12 224 x 224 / 5157 Bytes

2025-11-12 224 x 224 / 5685 Bytes

2025-11-12 224 x 224 / 9217 Bytes

2025-11-12 179 x 224 / 9924 Bytes

Emmay Entertainment Unveils “Emmayzing”: A New Subsidiary Set to Redefine Bollywood’s Digital Frontier

In a bold move that signals a fresh chapter for one of Mumbai’s most dynamic production houses, Emmay Entertainment has officially launched a new subsidiary, christened Emmayzing. The announcement, made through a press release on the company’s website and amplified by a detailed feature on Filmibeat, positions Emmayizing as the cornerstone of Emmay’s strategy to broaden its creative footprint across digital platforms, international co‑productions, and emerging talent development.

Why Emmayizing?

Founded in 2014 by producer Raghav Gupta, Emmay Entertainment quickly carved a niche for itself with high‑profile releases such as The Big Bull (2022) and Shersha (2023). The studio’s track record of blending star power with gripping storytelling has earned it recognition both domestically and abroad. Yet, the rapidly evolving media ecosystem—driven by the exponential growth of OTT consumption—has demanded a new approach.

“In the age of binge‑watching and global content demand, it’s no longer enough to just produce a hit film,” Gupta told the Filmibeat article. “We need a dedicated unit that can think digitally from the ground up, manage multi‑platform releases, and cultivate new talent for both films and web‑series.” Emmayizing is Emmay’s answer.

What Emmayizing Will Do

1. Digital‑First Production
   Emmayizing will focus on creating content tailored for streaming giants such as Netflix, Amazon Prime Video, and Disney+ Hotstar. This includes original web‑series, limited‑series formats, and short‑form content optimized for platforms like YouTube and TikTok. The unit will also experiment with hybrid releases, simultaneously hitting multiplexes and digital services.

2. International Partnerships
   The subsidiary aims to secure co‑production agreements with overseas studios and streaming services. Early talks with an Australian production house and a German film distributor were mentioned in the article, with the goal of producing cross‑cultural narratives that can appeal to both Indian and global audiences.

3. Talent Incubator
   Emmayizing will launch an annual “New Wave” program, offering mentorship and production support to emerging writers, directors, and producers. The initiative, modeled after similar incubators run by Netflix and Sony, will identify fresh voices—particularly those from regional cinema who have the potential to break into the national and international market.

4. Strategic Distribution
   While Emmay Entertainment has traditionally relied on a mix of theatrical and digital releases, Emmayizing will work with independent distributors to secure niche releases in art‑house circuits, ensuring a diverse slate that caters to varied audience tastes.

Leadership & Structure

The newly formed subsidiary will be headquartered in Mumbai, with a lean executive team headed by Ananya Sharma, who was appointed as Chief Content Officer. Sharma brings a decade of experience from the digital media sector, having led content strategy for a leading OTT platform in the past.

Under Sharma, Emmayizing will be segmented into three core teams:

• Creative Development – responsible for script development, talent scouting, and content ideation.
• Production & Post‑Production – overseeing all on‑ground shooting, editing, and visual effects.
• Business & Distribution – tasked with securing distribution deals, negotiating licensing, and managing revenue streams.

The article also highlighted the unit’s investment of ₹50 crore in its first fiscal year, earmarked for project development and technology upgrades.

First Projects & Upcoming Releases

Emmayizing’s inaugural slate includes a gripping crime thriller series titled Rajasthan Ransom, slated for a 2025 release on a major streaming platform. The series, reportedly based on true events, will be produced by veteran director Karan Johar’s production arm in collaboration with Emmayizing.

Another project under development is The Green Revolution, a biographical drama on the pioneering work of Dr. A.P. J. Abdul Kalam, to be directed by debutant filmmaker Sahana Rao. The project aims to tap into both the Indian diaspora and audiences interested in inspirational biopics.

In addition to original series, Emmayizing plans to acquire and adapt several popular Indian web‑serials that have proven traction on social media. This strategy, outlined in the article, is expected to reduce upfront risk while diversifying the company’s content portfolio.

Industry Context & Competitive Landscape

Filmibeat’s feature contextualizes Emmayizing within a broader industry shift. Several production houses—such as Yash Raj Films and Dharma Productions—have already launched dedicated digital units. However, Emmayizing distinguishes itself by focusing on regional storytelling and co‑production with international partners.

The article links to an interview with Gupta on The Hindu, where he emphasized the importance of “regional narratives in a global market.” By channeling resources into regional scripts, Emmayizing intends to fill a content gap that many mainstream OTT platforms are currently facing.

Takeaway

Emmay Entertainment’s launch of Emmayizing marks a significant strategic pivot. By creating a specialized subsidiary dedicated to digital content creation, international collaboration, and talent cultivation, Emmay positions itself at the nexus of Bollywood’s traditional storytelling and the future of global streaming. With a clear roadmap, experienced leadership, and a diverse slate of projects in the pipeline, Emmayizing promises to be a game‑changer in an industry increasingly driven by audience demand for fresh, high‑quality digital narratives.