Film Production
Edstead brings in storytelling sorceress Charu Budhiraja to supercharge business mojo
MUMBAI: In the boardroom of content creation, few wield the narrative wand like Charu Budhiraja. Known for turning brand briefs into blockbuster ideas, she’s now swapped the corporate corridors of Warner Bros. Discovery for the storytelling stronghold of Edstead. As of 2 April 2025, Budhiraja officially steps in as chief business officer at the research-led documentary studio with a cause.
With decades of experience (and probably a few dusty awards by now), Budhiraja brings a lethal mix of creativity and commercial sense. From crafting campaigns that hit you right in the feels to plotting partnerships that print money, her career reads like a masterclass in modern media hustle.
She now aims to channel that magic into Edstead’s next act. The mission? Turn powerful, purpose-led storytelling into big business. And she’s not just here to play nice. Expect brand partnerships, content alliances, and revenue blueprints as bold as the stories Edstead wants to tell.
“Edstead stands for storytelling with purpose—stories that challenge perspectives, ignite conversations, and create real impact. In today’s media landscape, authenticity and depth matter more than ever, and Edstead has built a strong foundation in this space. I’m excited to build on that momentum, foster strategic partnerships, and help scale Edstead’s reach while staying true to its mission,” said Budhiraja.
Edstead’s founder Shekhar Bhattacharjee rolled out the welcome mat, saying, “Edstead is driven by the belief that powerful stories can inspire change. Charu’s expertise in branded content and content strategy will be instrumental in amplifying our impact and expanding our reach. Her ability to bridge creativity with business strategy makes her the perfect partner as we take Edstead into its next phase of growth.”
Before this appointment, Budhiraja held the creative head position at Warner Bros. Discovery, leading award-winning content across themes like travel, lifestyle, education, and culture. She has also worked across Discovery, Ogilvy, Creativeland Asia, and JWT, bridging storytelling with marketing like it was child’s play. Her fingerprints are on some of India’s most iconic brand narratives.
With Budhiraja now in the driver’s seat, Edstead looks set to scale up its storytelling superpower, turning brains and budgets toward purpose-driven content that isn’t just good-looking but does good, too.
Film Production
Priyanka Kaur Dhillon joins SVF Entertainment as lead for music distribution
A seasoned content dealmaker with 16 years in digital and satellite media joins the Bengali entertainment powerhouse as it pushes into the pan-India music market
Mumbai: Priyanka Kaur Dhillon has made her move. The content acquisitions and commercials veteran, most recently commercial manager at Sony Pictures Networks India, has joined SVF Entertainment as lead for music distribution, stepping into one of the more interesting briefs in regional entertainment right now.
SVF is no ordinary regional label. Over 30 years it has built a formidable legacy in Bengali cinema and music, driven by culturally resonant storytelling and a catalogue that consistently punches above its weight. Its recent success with Chiraiya underlines the point. But the Kolkata-based powerhouse now has its sights firmly set beyond Bengal, most visibly through Legacy, a rap reality series produced in collaboration with hip-hop label Kalamkaar that signals a deliberate push into the pan-India music ecosystem.
Dhillon brings precisely the kind of muscle SVF needs for that expansion. At Sony Pictures Networks India, she led film acquisition and commercials and handled music licensing across the entire satellite network. Before that, she spent nearly 15 years at Hungama, rising to assistant general manager and leading strategic content licensing for the platform’s digital entertainment business, with a particular focus on international markets. Her label relationships span the full roster: Sony Music, Universal Music, Warner Music, Believe International, Tunecore, The Orchard and a clutch of smaller aggregators. She has negotiated and closed deals with Hollywood studios, Bollywood production houses and regional content players alike, building pricing models and deal structures off data analysis rather than instinct.
Announcing the appointment, Dhillon said she was “thrilled to begin this journey with an iconic Bengali music label and content powerhouse,” adding that SVF’s “constant drive to push boundaries” was what drew her to the role.
SVF has spent three decades proving that regional does not mean limited. With a sharp commercial operator now steering its music distribution, its bid to go national just got a good deal more serious.
