Balaji Telefilms launches Hoonur, its talent management vertical

MUMBAI: Balaji Telefilms has rolled out Hoonur, a dedicated talent management arm under its digital division, sharpening its push to build an integrated entertainment ecosystem spanning content, platforms and artists.

The new vertical is aimed at structured career development in an industry increasingly driven by digital reach, brand partnerships and multi-platform visibility. Hoonur will focus on long-term representation, strategic positioning and audience engagement for talent across broadcast and streaming formats.

The initiative will be led by Mohammed Nagman Lateef, a talent strategist with more than 11 years of experience, who earlier founded Iconic Entertainment. His appointment signals a more organised, forward-looking approach to artist management within the Balaji Telefilms fold.

Balaji Telefilms joint managing director Ekta Kapoor, said, “At Balaji, we have always believed that every artist deserves the right environment to grow. Talent thrives when it is supported by a platform that understands its individuality and long-term potential. With Hoonur, we are creating a curated space where artists receive focused attention, strategic guidance, and opportunities that are aligned with who they are and where they can go. It’s about shaping meaningful journeys, not just managing assignments.”

Hoonur has already signed a diverse roster of television and digital stars, including Madalsa Sharma, Sahil Uppal, Rohit Chandel, Simba Nagpal, Tejasswi Prakash and Shubhangi Atre.

Several of its artists: Urvashi Dholakia, Ridhi Dogra, Shiv Thakre and Shiny Doshi, also feature in The 50, one of India’s most anticipated new reality television shows.

Balaji Telefilms chief revenue officer Nitin Burman, said the new vertical would enable closer collaboration between content, brands and platforms, placing talent at the centre of long-term partnerships and audience engagement strategies.

With Hoonur, Balaji Telefilms is doubling down on its integrated model, blending content creation, digital strategy and talent representation to shape the next generation of media stars.