Movies
“We continuously experiment with the latest in film technology”: Red Comet Films’ Ankit Ahuja
Mumbai: In the ever-changing landscape of advertising and filmmaking, the art of storytelling has emerged as a transformative force, driving brand connections and audience engagement like never before. Visual storytelling is one such thing that requires wit, strategy and creativity. Visual storytelling transcends language barriers and cultural differences and encourages creativity and originality in the way stories are presented. It provides filmmakers and advertisers with a canvas to experiment with different styles, aesthetics, and visual techniques, fostering innovation in the industry.
At the forefront of this creative revolution stands Red Comet Films’ founder and COO and IJCP Group chief strategy officer Ankit Ahuja, with whom Indiantelevision.com caught up to explore more on the topic.
Ankit is the founder and COO of Red Comet Films, a film production house with a pan India Presence. With the talent and innate ability to work well in non-fiction filmmaking, directing television commercials and digital films, Delhi-based Ankit Ahuja has amassed dozens of television, commercial and digital ad films credits since beginning his career in 2008. His most recent shows include “Highway on My Plate 2.0 with Rocky and Mayur” and a special one hour documentary titled “The Art of Motoring – The Morris Garages Story”.
Edited Excerpts:
On Red Comet Films’ inception, the idea behind it and its USP
Red Comet Films started on 9 August, 2019.
I have always had a vision and desire to create captivating, cool, collaborative and influential video campaigns along with an eagerness in delivering messages through storytelling. Red Comet Films branched out of these ideas along with an aim to merge creativity, innovation, and strategic thinking to produce visually stunning and conceptually engaging ad films and digital content.
Several factors like providing end-to-end solutions, agility, running on purpose-driven branding combined with our commitment to quality and having a collaborative approach has also helped the house in standing out.
On ensuring that your ad films captivate viewers from the first frame and maintain their interest throughout the entire duration in an era of short attention spans and information overload
At Red Comet Films, we understand the significance of crafting ad films that seize attention from the very first frame and keep audiences hooked till the last moment for maximum brand exposure.
We try to keep it simple and crisp and the secret lies in understanding the pulse of our audience and so we immerse ourselves in comprehensive research to comprehend the aspirations, desires, and pain points of intended viewers.
To keep the narrative engaging, we maintain a delicate balance between creativity and strategy. While creativity sparks interest, strategic thinking ensures that the films align seamlessly with the brand’s objectives and desired outcomes.
On Red Comet Films embracing new technologies and trends to stay relevant in this dynamic environment
From concept development and scripting to pre-production, production, and post-production, continuous innovation is at the heart of our process. By experimenting with novel techniques, formats, and interactive elements, we keep our content fresh and compelling, making it difficult for viewers to look away. Add the latest technologies into the mix and films take a whole new dimension. We continuously experiment with the latest in film technology. From super fast drones for automobile commercials, to robotic camera arms for the best camera tricks, our team excels at capturing the essence of a brand or product and translating it into compelling visual narratives.
We invest in the latest and most advanced film production equipment to ensure that our ad films meet the highest standards of quality and visual appeal. From state-of-the-art cameras to innovative lighting and sound equipment, we are committed to using cutting-edge tools to enhance our storytelling capabilities.
On condensing a compelling narrative into a concise format without losing its essence as storytelling in ad films can sometimes be restricted by time limitations.
I believe that we have honed our expertise in crafting impactful ad films that maintain the essence of the narrative even within constraints.
Our key strategies lie in the core message that a brand might want to convey. By embracing simplicity and combining that with an attempt to create an emotional hook, we utilize the perks of visual storytelling to its utmost.
Opening moments are also vital in a constrained period. We focus on developing a fascinating and attention-grabbing opening that quickly piques the audience’s interest and engages them in the story. Additionally, we adopt well-scripted voiceovers and on-screen text, to enrich and deepen the storyline in a short amount of time.
We make a conscious effort to seamlessly integrate the brand into the story to strengthen its value proposition in order to make a lasting impression on the audience.
On approaching documentary projects differently from ad films, and the key elements you focus on to engage the audience in this format
Documentaries adopt a distinct nature of filmmaking where authenticity is paramount. Unlike commercials, which are frequently scripted and prepared, I feel documentaries involve meticulous research and fact-checking. So, to create a thorough and accurate narrative, we invest time and effort in deeply absorbing the subject matter, conducting interviews, acquiring data, and investigating multiple opinions.
Documentary projects give us a chance to explore the world through the subject’s perspective. We employ a character-driven approach, allowing participants to voice their experiences, views, and difficulties in order to make the documentary more personal and captivating.
We also ensure that we dedicate mindful attention to soundscapes, background music, and ambient sounds to improve the audience’s emotional journey.
On Red Comet Films’ collaboration with both national and international brands and differences in storytelling preferences or cultural nuances that you had to consider while crafting ad films for a global audience
Absolutely. Through our experience over time in crafting ad films for a global audience and collaborating with both national and international brands, we have realised the importance of understanding the unique sensibilities, values, and communication styles of different regions or cultures.
We explore universal themes that have cross-cultural appeal while also being mindful of local preferences. Identifying cultural variances has allowed us to avoid anything that may be judged offensive or improper in a particular region. We keep in mind to be sensitive in our usage of humour and tones so that they do not misalign with the social norms and values of the viewers of a particular place.
Language also plays a crucial role in communicating with our audience due to which we tailor the information or content based on linguistic preferences. Red Comet Films values diversity and inclusion in storytelling, amplifying a diverse spectrum of voices and viewpoints. These serve to increase the audience’s relatability which helps in conveying the intended message effectively.
On the future of ad film production and storytelling, and envisioning Red Comet Films contributing to the evolving landscape
The future of ad film production and storytelling is a canvas of infinite possibilities for Red Comet Films. What inspires us the most is the meeting point of art and technology which allows us to further explore cutting-edge breakthroughs like never before. We aim to dive deeper into incorporating more of virtual reality and augmented reality as gateways to immerse viewers in captivating worlds, blurring the borders between fiction and reality.
By delving deeper into data analytics, we want to have a better understanding of audience preferences so that the content we put forward elicit a visceral response from even the most picky viewers.
At Red Comet Films, we embrace weaving tales that defy convention, incite wonder, and connect hearts in an unbreakable bond. Purpose-driven branding drives our passion which brings a greater meaning and a profound sense of responsibility into our ad films.
We commemorate brands that are dedicated to making a positive impact and we want to continue working with them to keep creating narratives that inspire change and illustrate the road to a better world.
Hindi
GUEST COLUMN: Why film libraries & IPs are the new engines of growth
Unlocking value through catalogue strength and IP synergy
MUMBAI:In a media landscape defined by fragmentation, platform proliferation, and ever-evolving audience behavior, the economics of filmmaking are undergoing a fundamental shift. No longer confined to box office performance, a film’s true value is now measured across an extended lifecycle that spans digital platforms, syndication networks, and global markets. As content consumption becomes increasingly non-linear and algorithm-driven, film libraries and intellectual properties (IPs) are emerging as strategic assets, capable of delivering sustained, long-term returns. For Mohan Gopinath, head – bollywood business at Shemaroo Entertainment Ltd., this transformation signals a decisive move from hit-driven models to portfolio-led value creation. In this piece, Gopinath explores how legacy content, when intelligently repurposed and distributed, can unlock recurring revenue streams, why the interplay between catalogue and original IP is critical, and how media companies can build resilient, future-ready entertainment businesses.
For all these years, we thought that a film is successful if it performs well in theatres. There are opening weekend numbers, box office milestones, and distribution footprints that gave a good picture of how the movie has done commercially and also tell us about its cultural impact. However, there are multiple platforms today, always-on content ecosystem, which has caused a shift. Today, the theatrical performance is not the culmination of a film’s journey but merely the beginning of a much longer and more dynamic lifecycle.
Film libraries today are emerging as high-value, constantly evolving assets that deliver sustained returns well beyond initial release cycles. This becomes a point of great advantage for legacy content owners with diverse catalogues, to shape long-term business outcomes.
According to FICCI-EY, the media and entertainment industry of India achieved a valuation of Rs 2.78 trillion in 2025 which is expected to reach Rs 3.3 trillion by 2028 through a compound annual growth rate of approximately 7 per cent and digital media will bring in more than Rs 1 trillion to become the biggest sector which generates about 36 per cent of overall market revenues.
This shift is the expansion of distribution endpoints. We know how satellite television was once the primary secondary window but today, it coexists with YouTube, OTT platforms, Connected TV, and FAST channels. Each of these platforms caters to distinct audience demographics and consumption behaviors, helping content owners to obtain more value from the same asset across multiple formats.
For instance, films that had great reruns, now find continuous engagement across digital platforms. On YouTube, classic Hindi cinema continues to attract significant viewership, reaching audiences across generations and geographies with remarkable consistency. At Shemaroo Entertainment, this is reflected in our film library shaped over decades as part of a long association with Indian entertainment. From classics such as Amar Akbar Anthony to much-loved entertainers like Jab We Met, Welcome, Dhamaal, Phir Hera Pheri, Dhol, Golmaal, and Bhagam Bhag, many of these titles continue finding new audiences while retaining their place in popular memory. Their enduring appeal reflects how culturally resonant stories can continue creating value over time. Similarly, FAST channels have created curated, always-on environments where catalogue content can continue to thrive through star-led and genre-based programming.
This multi-platform approach has very well transformed films into long-tail IP assets which are capable of generating recurring revenue across advertising, subscription, and syndication models.
The evolution of audience behavior is equally important. Nowadays, it’s more important to find what’s more relative than what’s recent as viewers are more influenced by mood, memories, and algorithmic suggestions than by release schedules. Even if a movie was released decades ago, it can trend alongside a newly released movie, if surfaced in the right context. Thoughtful packaging, whether through festival-based playlists, actor-driven collections, or genre clusters, allows catalogue content to remain dynamic and continuously discoverable. Shemaroo Entertainment has built extensive film libraries over decades and its focus has mostly been on recontextualizing content for the consumption of newer environments. This process doesn’t just include digitization and restoration, but also re-packaging of films as per platforms.
Syndication itself has evolved into a key growth driver. In perspective, when looking at the domestic market, curated content packages continue to find strong demand across broadcast and digital platforms. Meanwhile, in the international market, especially in markets like Middle East, North America and Southeast Asia, the appetite for Indian content is opening up new monetization avenues. Here, the ability to package and position catalogue content effectively becomes as important as the content itself.
Importantly, the need to re-package catalogue content does not diminish the role of new content. In fact, originals and fresh IP are essential to sustaining the long-term value of a film library because they act as discovery engines that bring audiences into the ecosystem, while catalogue content drives depth, retention, and repeat engagement.
This interplay between the “new” and the “known” is what defines a robust content strategy today. While new films generate spikes in consumption, catalogue titles offer familiarity and comfort. These are factors that are increasingly valuable in an era of content abundance and decision fatigue. This is also shaping our strategy, drawing value from both a deep catalogue assets and a growing focus on original IPs to strengthen long-term audience engagement and build more predictable revenue streams.
There is growing recognition that long-term value in entertainment will be shaped not only by how intelligently existing content continues to live, travel and find relevance, but also by how consistently new stories are created to renew that ecosystem. In that sense, film libraries and original IP are not parallel bets, but reinforcing engines of growth. For media companies, the opportunity lies in making these two forces work together, because that is increasingly where more resilient and predictable businesses are being shaped.
Note: The views expressed in this article are solely the author’s and do not necessarily reflect our own.
