In an age where content has become the undisputed king, Creative Viibe’s founder Santosh Kher’s decision to venture into multiple regional industries might seem unconventional.
For the unversed, Santosh Kher is an entrepreneur and producer. He is the founder of Creative Viibe Productions, a name behind stellar content including the magnum opus ‘Chandramukhi’, ‘Pondicherry’, a movie shot on iPhone, the upcoming ‘Bamboo’ and the hit Marathi web series ‘Athang’ a first-of-its-kind period horror in the Marathi web space.
However, his strategic approach is firmly rooted in the evolving dynamics of the entertainment landscape. Here's why he believes in confidently taking risks and working across various regional industries:
What is the reason behind being industry agnostic and not choosing one industry to work with?
Our world is now interconnected. The way we consume content has crossed traditional geographical limits. Audiences across the globe are actively pursuing narratives that touch them. This is what fuels my unconventional approach of not getting confined to a single industry. Remarkable content possesses the extraordinary power to bridge cultural gaps and create a shared human experience. Regardless of where a story originates, its potential to connect with people on a personal level remains undeniable. By embracing diverse regional industries, the idea is to entertain and create a community drawn together by storytelling.
Explain the driving force behind the content in the current age.
The dynamics of success in the entertainment realm have evolved from the days when established stars and industry reputations were the sole driving force behind the popularity of a piece of content. While it would be unwise to disregard the influence of star power entirely, it's evident that the audience today is gravitating towards a different paradigm. Instead, the spotlight has shifted towards stories that ignite imaginations.
What are you trying to achieve by working across multiple industries? How will you contribute to the content landscape in India?
Each industry offers unique narratives, cultural nuances, and storytelling opportunities. By embracing multiple industries, I want to ensure that we don't miss out on the chance to be a part of the larger narrative, which aligns with my vision of telling stories with a difference. My production house Creative Viibe’s commitment is to embrace different industries which reflects in our dedication to celebrating the richness of global stories. Through this approach, we want to contribute to the creation of a content landscape that's as vibrant as the world it represents.
Any challenges you foresee?
There are always some challenges to tackle. However, our strategy is to work with the best talent across each industry and even cross-pollinate that talent. In this way, we create a unique ecosystem wherein we are involved and working closely with pan-India talent. I see it as more of an opportunity instead of a challenge. India is brimming with talent and we want to be a small part in giving it a much-deserved stage.
In a world where boundaries are becoming increasingly porous, Santosh’s approach is not a risk but a strategic move that reflects the evolving dynamics of the entertainment landscape.
