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
Parineeti Chopra hosts new parenting series Mom Talks on Zee5 and Bullet
Celebrity parents share honest stories in 9-episode show launching 4 April 2026.
MUMBAI: Parineeti Chopra is stepping into a brand-new role not on the big screen, but as the warm, relatable host helping parents navigate the beautiful chaos of raising children. Bullet microdrama and Zee5 have announced the launch of Mom Talks, a fresh content-led IP hosted by the popular actress. The 9-episode series brings together celebrity parents including Imran Khan, Neha Dhupia, Vikrant Massey & Sheetal, and Gauahar Khan & Zaid Darbar to share candid, real-life perspectives on everyday parenting.
Positioned as a high-engagement format, Mom Talks taps into the growing demand for authentic and credible parenting content. It also offers seamless, contextual integration opportunities for brands. The series is backed by a strong lineup of partners including Johnson’s Baby, GSK, Aveeno Baby, Mini Klub, Titan Eye+ and Cordelia Cruises.
Bullet microdrama app, co-founder & chief business officer Azim Lalani said the show exemplifies how content is evolving towards more rooted, sustained engagement. “It’s about bringing content that people come back to, while creating a natural space for brands to be part of the narrative,” he noted.
Mom Talks creator Bullet head of AVOD & partnerships Munaf Merchant explained the core idea, “We wanted to build a safe, honest, one-stop destination for parents seeking real answers to everyday questions.”
The first episodes will stream for free on ee5 AVOD starting 4 April 2026, with new episodes dropping every Friday and Saturday. The series will also be available on the Bullet microdrama app.
Speaking about their association, Peeyush Unikkat from Johnson’s Baby highlighted the brand’s focus on supporting modern parenting journeys, while Aakash Mehta from GSK emphasised the show’s role in making important health conversations more relatable for new parents.
In a digital space often filled with filtered perfection, Mom Talks promises something refreshingly real honest conversations, celebrity insights, and practical wisdom, all wrapped in Parineeti Chopra’s engaging presence. For Indian parents, this could be the parenting series they’ve been waiting to binge.
