Hindi
‘Bajrangi Bhaijaan’: Sober Salman, excellent Nawazuddin steal the show
MUMBAI: Salman Khan turns producer with Bajrangi Bhaijaan and, at the same time, ventures into a different genre away from his usual action films. Salman has been doing action films on a regular basis since Wanted and it has generally worked for him. But, now, especially with a bunch of new generation actors, all with chiselled muscular bodies doing the same, it’s probably time for Salman to take a much needed detour. After all, how much can one differ in every action film? Instead of countering the law of diminishing returns, this film is meant to touch hearts.
Salman is a diehard Lord Hanuman devotee, is clean hearted and swears by Hanumanji that he would never do anything wrong or illegal and would never lie. So much so that people call him Bajrangi, a name he loves. Following the myth, he even bows every time he sees a monkey. His introduction scene comes through a group dance he is performing in the praise of Hanumanji at a local temple in his native town.As he sits down for a glass of water, he sees a six year old girl. Salman offers her water and she gulps it down to the last drop. Realising she could be hungry as well, he orders a paratha for her but she signals for two.
The doll-like girl, Harshaali Malhotra, is speech impaired and,at an elder’s suggestion, is on a visit to the dargah of Nizamuddin Chishti in Delhi from her native town in Pakistan occupied Kashmir. Her mother is told that whatever one wishes for at the dargah comes true. Having paid their visit to the dargah, mother and daughter are on their way back to Pakistan on the Samjhauta Express. The train is still on Indian territory and has taken a long halt because of a technical problem. While all others are sleeping, Harshaali spots a lamb near the train, the kind she loved to play with in her native village. She can’t resist the urge to go cuddle it and gets down from the train.
While Harshaali is playing with the lamb, the train starts moving, leaving her behind. Distraught, the girl sees a goods train come to a stop there. She boards it and ends up in Salman’s town. After being fed parathas, she tags on to Salman not willing to leave him. Salman tries various ways to pass the responsibility but fails. He has to return to Delhi where he has shifted after his father passed away and where he lives with his father’s friend, Sharat Saxena. He has no alternative but to take her to Delhi with him.
Sharat has a pretty daughter, Kareena Kapoor. Soon, Kareena falls for Salman’s simple ways. This romance, subtle though, and gradually finding out about where Harshaali hails from takes almost all of first half of the film. It is slow, feels like it is not going anywhere and makes one restless. Since Harshaali can’t speak, Salman reels off names of all the towns in the vicinity. After all, kids get lost in crowded places like a fair or a pilgrimage. Harshaali can’t relate with any city from the names.
Salman, himself a guest in Sharat’s house, is under pressure to find Harshaali’s folks. Salman convinces him that she sould be a Brahmin like both of them looking at how fair she is. When he watches her craving for non-veg food, he assumes she is a Kshatriya.It is during an India-Pakistan one day match the family is watching on TV that they realise Harshalli is from Pakistan.
Failing to find a way to send her to Pakistan on her own, through the embassy or through an agent, he decides to take her home on his own. That is when the film takes a direction and has some better moments. Nawazuddin Siddqui’s entry soon after adds some distraction and interest in the proceedings. A small-time stringer trying to sell his footage to TV channels, almost always unsuccessfully, he picks up the story that a spy, Salman, has crossed over illegally into Pakistan. He shoots Salman as he is escaping from a police station. He also starts following him and listens to Salman’s story as he narrates it to the co-travellers on the bus.
Nawazuddin has had a change of heart realising that Salman is not a spy and has entered the country with noble intentions. He now becomes Salman’s escort helping him along as the police is hot on their trail.When no news channels is willing to accept Nawazuddin’s footage or version of the story, he finally takes recourse to the net, splashing the true story with videos online.
India and Pakistan are uneven enemies but both share similar sentiments and the writer and director use it to come up with an emotional climax. Nawazuddin’s posts on the net spread Salman’s message: ‘Being Human’ giving the film its best moments.
Direction is apt living up to standard set by Kabir Khan with his last couple of films; climax wins the battle for him. The music is not much to hum about. Editing needed to be crisper. Dialogue is claptrap atplaces. Cinematography is good.
Salman Khan brings to the fore his sober side and convinces the viewers with his portrayal of a simple, honest man. Kareena Kapoor does not have a meaty role, yet manages to make her presence felt. Nawazuddin excels. The central character, Harshaali is the casting coup and she manages to deliver as expected. The supporting cast is okay.
Bajrangi Bhaijaan appeals mainly to the gentry and a Salman film being inevitable for masses, also to single screen audience. Releasing worldwide on the Eid weekend with an open two week run, there is no stopping this film at the box office.
Producers: Salman Khan, Kabir Khan, Sunil Lulla
Director: Kabir Khan
Cast: Salman Khan, Kareena Kapoor,Harshaali Malhotra, Nawazuddin Sidiqui, Sharat Saxena, Om Puri (guest artiste), Adnan Sami (cameo)
Hindi
GUEST COLUMN: Why film libraries & IPs are the new engines of growth
Unlocking value through catalogue strength and IP synergy
MUMBAI:In a media landscape defined by fragmentation, platform proliferation, and ever-evolving audience behavior, the economics of filmmaking are undergoing a fundamental shift. No longer confined to box office performance, a film’s true value is now measured across an extended lifecycle that spans digital platforms, syndication networks, and global markets. As content consumption becomes increasingly non-linear and algorithm-driven, film libraries and intellectual properties (IPs) are emerging as strategic assets, capable of delivering sustained, long-term returns. For Mohan Gopinath, head – bollywood business at Shemaroo Entertainment Ltd., this transformation signals a decisive move from hit-driven models to portfolio-led value creation. In this piece, Gopinath explores how legacy content, when intelligently repurposed and distributed, can unlock recurring revenue streams, why the interplay between catalogue and original IP is critical, and how media companies can build resilient, future-ready entertainment businesses.
For all these years, we thought that a film is successful if it performs well in theatres. There are opening weekend numbers, box office milestones, and distribution footprints that gave a good picture of how the movie has done commercially and also tell us about its cultural impact. However, there are multiple platforms today, always-on content ecosystem, which has caused a shift. Today, the theatrical performance is not the culmination of a film’s journey but merely the beginning of a much longer and more dynamic lifecycle.
Film libraries today are emerging as high-value, constantly evolving assets that deliver sustained returns well beyond initial release cycles. This becomes a point of great advantage for legacy content owners with diverse catalogues, to shape long-term business outcomes.
According to FICCI-EY, the media and entertainment industry of India achieved a valuation of Rs 2.78 trillion in 2025 which is expected to reach Rs 3.3 trillion by 2028 through a compound annual growth rate of approximately 7 per cent and digital media will bring in more than Rs 1 trillion to become the biggest sector which generates about 36 per cent of overall market revenues.
This shift is the expansion of distribution endpoints. We know how satellite television was once the primary secondary window but today, it coexists with YouTube, OTT platforms, Connected TV, and FAST channels. Each of these platforms caters to distinct audience demographics and consumption behaviors, helping content owners to obtain more value from the same asset across multiple formats.
For instance, films that had great reruns, now find continuous engagement across digital platforms. On YouTube, classic Hindi cinema continues to attract significant viewership, reaching audiences across generations and geographies with remarkable consistency. At Shemaroo Entertainment, this is reflected in our film library shaped over decades as part of a long association with Indian entertainment. From classics such as Amar Akbar Anthony to much-loved entertainers like Jab We Met, Welcome, Dhamaal, Phir Hera Pheri, Dhol, Golmaal, and Bhagam Bhag, many of these titles continue finding new audiences while retaining their place in popular memory. Their enduring appeal reflects how culturally resonant stories can continue creating value over time. Similarly, FAST channels have created curated, always-on environments where catalogue content can continue to thrive through star-led and genre-based programming.
This multi-platform approach has very well transformed films into long-tail IP assets which are capable of generating recurring revenue across advertising, subscription, and syndication models.
The evolution of audience behavior is equally important. Nowadays, it’s more important to find what’s more relative than what’s recent as viewers are more influenced by mood, memories, and algorithmic suggestions than by release schedules. Even if a movie was released decades ago, it can trend alongside a newly released movie, if surfaced in the right context. Thoughtful packaging, whether through festival-based playlists, actor-driven collections, or genre clusters, allows catalogue content to remain dynamic and continuously discoverable. Shemaroo Entertainment has built extensive film libraries over decades and its focus has mostly been on recontextualizing content for the consumption of newer environments. This process doesn’t just include digitization and restoration, but also re-packaging of films as per platforms.
Syndication itself has evolved into a key growth driver. In perspective, when looking at the domestic market, curated content packages continue to find strong demand across broadcast and digital platforms. Meanwhile, in the international market, especially in markets like Middle East, North America and Southeast Asia, the appetite for Indian content is opening up new monetization avenues. Here, the ability to package and position catalogue content effectively becomes as important as the content itself.
Importantly, the need to re-package catalogue content does not diminish the role of new content. In fact, originals and fresh IP are essential to sustaining the long-term value of a film library because they act as discovery engines that bring audiences into the ecosystem, while catalogue content drives depth, retention, and repeat engagement.
This interplay between the “new” and the “known” is what defines a robust content strategy today. While new films generate spikes in consumption, catalogue titles offer familiarity and comfort. These are factors that are increasingly valuable in an era of content abundance and decision fatigue. This is also shaping our strategy, drawing value from both a deep catalogue assets and a growing focus on original IPs to strengthen long-term audience engagement and build more predictable revenue streams.
There is growing recognition that long-term value in entertainment will be shaped not only by how intelligently existing content continues to live, travel and find relevance, but also by how consistently new stories are created to renew that ecosystem. In that sense, film libraries and original IP are not parallel bets, but reinforcing engines of growth. For media companies, the opportunity lies in making these two forces work together, because that is increasingly where more resilient and predictable businesses are being shaped.
Note: The views expressed in this article are solely the author’s and do not necessarily reflect our own.
