iWorld
Of Weaving Entertainment, digitally!
MUMBAI: How would be the combination and its resultant be when one of the partners of a new venture would want to create and sell dreams and the other whips up and plays with numbers like a magician.
An established actor and a business wizard have together started Weaving Entertainment Pvt Ltd., a film, television and digital production company. The duo — Nandish Sandhu and Gaurav Aggarwal — not only partnered in the production house but also co-own Ahmedabad Express team of the Box Cricket League.
The ten-year old journey of friendship between Sandhu and Aggarwal has lately translated into a business partnership. Aggarwal took a stake in Sandhu’s team and now it has become a business alliance — a new venture comprising a six-member crack team which is in talks with digital players for making web series.
Says Aggarwal: “Last year, we partnered Ahmedabad Express, and that’s how our friendship became a business tie-up. We thought of starting our own production house, and hence — ‘Weaving’ was born.” “Our production house is open to the idea of making television series too,” he added.
In December 2016, the production house launched its short film — The Girl In Red, based on the short film ‘Gutthi’ which was written and directed by Abhishek Chatterjee. The Girl In Red got over two million views.
“For the film, we did not compromise on anything at all. We made sure we have the best quality — in terms of talent, equipment and artistes. Making optimum use of our budget, we made the best products, and got a terrific response. That was the first encouragement to march ahead,” Aggarwal added.
‘Weaving’ seemed to have weaved its magic into the hearts and minds of publishers, broadcasters and the viewers. “The Gift’ was the second successful product by ‘Weaving’ which was now made for SonyLiv. Mandira Bedi, Gul Panag and Kushal Punjabi were the leading artistes in The Gift,” Aggarwal said.
And Sandhu, best known for his role in shows such as Uttaran and Beintehaan, said: “I am into acting, which I plan to continue doing. I have been acting for other producers. But, after a point of time in your career, with your experience — you feel like doing a lot of changes during production.” Does one have the power and independence to make changes?
Sandhu believes: “Your own production company gives you the liberty to make changes that you believe in. Your own company gives you the liberty to create content that you always dreamt of.”
Forming a worthwhile company is one aspect of the business. It must have a sustainable business model too. In a creative industry, the duo believes, money is important but creative satisfaction is primary. “If one is not satisfied with the product it will not going to work,” the duo said.
“The revenue model, however changes from project to project,” says Sandhu. Aggarwal added, “In our first film, we didn’t even think about it. We took up the opportunity as we liked the concept and the script, and it suited our budget too.”
“The second film we did was not as smooth as we had a pre-decided budget. But, we went ahead and shot it. After our film aired on SonyLiv, people started recognising our work, and here we are — working on various projects, now,” says the duo.
What about the type and quality of products they make? There are two ways of doing it. “One is a short-term goal and the other, long-term goal. In the former, people make videos wherein they put in the video anything and everything they have at their disposal because they are running after views,” says Sandhu. He insists that they had a long-term goal which is why they were making quality products.
With the television background, why had they not thought of making products for the small screen? “Creative liberty,” Sandhu said, “is what attracted them towards the digital media.” Aggarwal echoed the thought, and said the digital platform, which is not restricted to any geography, helps them satisfy their creative itch. “It was amazing to see the kind of response (views) our first film got from across the globe — North America, Canada, Bangladesh and Pakistan, apart from India.”
The exposure and experience of working in film and television production is helping generate and execute ideas in the digital world — ideas that are doing well, and raking in the moolah!
iWorld
Instagram to curb reach of repost-heavy accounts in new update
Original content to get priority as reposts lose visibility on Explore and feeds.
MUMBAI: Copy, paste, repeat? Instagram is ready to hit unfollow on that strategy. The platform is tightening its grip on repost-heavy accounts, signalling a clear shift towards rewarding originality over aggregation. As part of the update, Instagram will stop recommending content from accounts that primarily repost others’ work across key discovery surfaces, including feeds and the Explore tab. The change expands existing restrictions that were earlier limited to Reels, now covering photos and carousel posts as well. While reposted content will still be visible to an account’s existing followers, its chances of reaching new audiences through recommendations are set to shrink significantly.
At the heart of the move is a push to clean up clutter. Instagram is targeting aggregator accounts that recycle content without adding meaningful value, aiming to reduce duplication and elevate the visibility of original creators.
The platform has also clarified what qualifies as “original”. Content created directly by users whether photos, videos or substantially edited material will continue to be prioritised. Even when using existing formats or templates, posts that bring in fresh humour, commentary or creative edits will still make the cut.
What will not pass muster are low-effort tweaks. Adding watermarks, making minor speed changes or reposting screenshots even with credit will not be considered original and will not be eligible for broader distribution.
Importantly, the update will not affect what users see from accounts they already follow. But for creators relying heavily on reposts, visibility beyond their existing audience could take a noticeable hit.
In a platform driven by discovery, that shift matters. Instagram’s message is simple, if you want to be seen, start creating not just curating.
