States » SouthPosted at: Nov 14 2026 6:09PM


Indian creators urged to take local stories to global audiences

Thiruvananthapuram, Nov 14 (UNI) Indian content creators should draw inspiration from their cultural roots and tell locally grounded stories with universal appeal to reach international audiences, media and entertainment experts said at Huddle Global 2026 in Kovalam.
During a panel discussion on the opportunities and challenges in the digital content industry, the experts emphasised that strong storytelling, emotional connect and high production standards were essential for Indian content to find wider acceptance across cultures.
Aashish Singh of Red Chillies Entertainment cited the international success of Indian films such as Three Idiots and Dangal, particularly in markets such as China, and the adaptation of the Malayalam film Drishyam into several languages.
He said the central theme of Drishyam — a father's fight to protect his family — had universal appeal, demonstrating how stories rooted in local settings could connect with audiences across the world. While technical excellence and production quality were important, emotional engagement remained the key to making content travel internationally, he added.
Archana Anand, formerly of ZEE5 Global, pointed out that digital audiences had become increasingly demanding, with access to content from across the world. OTT platforms faced the constant challenge of retaining viewers, who could easily switch to competing services in search of fresh content.
Even major platforms such as Netflix faced this challenge, she observed, while highlighting YouTube's distinct business model, in which creators generate content and share the revenue rather than platforms making upfront investments in production.
Annie Sajeev of Aroma Group and Fragrant Nature Film Creations highlighted the uncertainties associated with filmmaking, saying the creative process could not be managed like a conventional business. Plans, budgets and established methods might not always produce the expected results as circumstances could change during production.
Gaurav Daogaonkar, founder of Hoopr.ai, drew attention to issues relating to music rights, attribution and licensing in the digital content ecosystem. Recalling how a song he had created was used by five different product manufacturers without acknowledgement, he said the experience inspired him to develop a platform that brings stakeholders together through a transparent and legally compliant business framework.
With Indian music gaining increasing visibility in global digital content, he saw significant opportunities for creators. The use of Indian songs by international brands such as Apple and in promotional videos for events such as Wimbledon reflected the growing interest in Indian music and its cultural appeal, he said.
The discussion was moderated by Divya T, co-founder of Film Finance App.
UNI DS
Tags: #Indian creators urged to take local stories to global audiences
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