iWorld
Creators, not celebs, are now selling Indian films: Pratap Jain CEO ChanaJor OTT
MUMBAI: India’s film marketing script is getting a rewrite, and this time the loudest voices are not celebrities but creators. From memes and reactions to reels and reviews, movies today are finding their audience through everyday digital conversations rather than grand trailer launches.
According to ChanaJor OTT, creator-led movie chatter in India now runs into millions of posts and billions of impressions every year across platforms such as Instagram, YouTube Shorts, Moj and ShareChat. The result is a clear shift in audience behaviour, from passively watching trailers to actively participating in the buzz.
“Movies no longer trend because they are announced. They trend because creators weave them into daily online culture, especially in vernacular and hyperlocal spaces,” says ChanaJor OTT founder and CEO Pratap Jain.
This evolution has been driven by scale as much as necessity. With over 1,500 films releasing annually across languages, celebrity-led promotions are struggling to cut through the noise. Studios are now leaning on distributed creator networks to keep films visible before and after release.
“Creator networks have become the baseline marketing layer, not a nice extra,” Jain explains. “Instead of one expensive celebrity pushing a single message, studios activate hundreds of creators across cities, languages and formats. For emerging and digital-first films, this often delivers better recall and value.”
Micro and mid-sized creators are proving especially powerful. Together, they now account for more than half of all movie-related posts and engagement, driven by trust, frequency and cultural closeness.
“These creators feel like peers, not promoters,” Jain says. “That leads to better engagement, more genuine comments and organic sharing. While big-name campaigns spike quickly, smaller creators keep conversations alive for weeks, which matters in crowded release windows.”
Marketing budgets are also being sliced more intelligently. Instead of one large spend, studios are spreading investments across regions and creator tiers, with Tier 2 and Tier 3 cities playing a growing role in early momentum.
“Regional creator ecosystems often decide whether a film breaks out nationally,” Jain notes. “Tracking city-level engagement helps marketers see where content truly connects, allowing real-time tweaks. The goal is to make films feel discovered, not advertised.”
As the industry becomes more performance-focused, ChanaJor OTT believes creator-led marketing is no longer experimental. For many films, it is fast becoming the main act rather than the opening trailer.
iWorld
Prime Video and Hrithik Roshan reunite for quirky heist comedy Mess
HRX Films expands pact with quirky heist comedy set for production
MUMBAI: Prime Video is doubling down on its partnership with Hrithik Roshan, announcing a new comedy film Mess that promises chaos, chuckles and a clever twist on the classic heist.
Produced by Hrithik Roshan and Eshaan Roshan under HRX Films, a division of FilmKraft Productions, the film is being made in association with Soda Films Lab. Directed by Rajesh A Krishnan, Mess marks the second collaboration between the streaming platform and HRX Films after the upcoming thriller Storm.
At the heart of Mess lies an unusual premise. A group of robbers break into the home of a man with OCD, only to find themselves outmatched in a night-long standoff that flips the script on who is really in control. It is a set-up that blends tension with humour, turning a break-in into a breakdown of expectations.
Prime Video India director and head of originals Nikhil Madhok said, “A good story should surprise and entertain, and Mess does both with ease. It brings together a unique premise, memorable characters and a tone that keeps you laughing throughout.”
He added that the collaboration with HRX Films continues to grow stronger, with the new film reflecting a shared appetite for bold and original storytelling.
Hrithik Roshan said, “After Storm, Mess feels like a natural next step in our journey with Prime Video. The film captures the kind of unconventional storytelling we want to champion, with Rajesh bringing a distinctive voice to the narrative.”
Director Rajesh A Krishnan said, “The world of Mess is a mix of comedy and chaos, unusual enough to keep audiences on edge while still delivering humour. It has been a deeply collaborative and creatively fulfilling experience.”
The original screenplay comes from Paul Soter, with adaptation and dialogues by Kapil Sawant, adding another layer of craft to the film’s offbeat narrative.
As production gears up, Mess looks ready to live up to its name, serving up a delightful tangle of mayhem, mischief and movie magic for audiences in India and beyond.
