About Saurabh Varma
With 25 years in the Filmed Entertainment industry, Saurabh Varma is a versatile professional who’s excelled in diverse roles. He’s played a pivotal role in marketing and producing over 950 films in multiple Indian languages. Saurabh uniquely combines expertise in both the Creative and Commercial aspects of film, OTT, distribution, TV, music videos, ad films, marketing, and strategic planning. His works include directing, writing, and editing films, and he’s involved in creating web series like “Tiwari” and ‘Mickey Virus.’ Saurabh’s prowess in film marketing earned him the prestigious Philip Kotler Award, and he’s collaborated with major Indian studios. As Chief Creative Officer at Content Engineers, his short film ‘Girl in Red’ garnered 18 million YouTube views. Past positions include CMO at Reliance Jio Studios, INOX, Reliance Entertainment, and PVR Cinemas.
- Can you share some insights into your journey from being a director, writer, and marketer in the Filmed Entertainment Industry? How did you manage to seamlessly navigate both the creative and commercial aspects of the industry?
Answer: In the Filmed Entertainment Industry, there’s a clear divide between the commerce side, which deals with marketing, distribution, syndication, and content exploitation, and the creative side, consisting of filmmakers and content creators. Often, these two sides clash due to the industry’s passionate nature. I started on the commerce side, holding senior positions at companies like Jio Studios, PVR, Reliance, and INOX. However, I later transitioned to the creative side, directing my first film, “Mickey Virus,” in 2013. I may be one of the few who have experienced both facets, and this roller coaster ride has made my journey fascinating. Adapting to evolving consumer habits has been crucial, making me a perpetual student of cinema over the last 25 years. - With your extensive experience in marketing and exploiting over 950 films in various Indian languages, could you highlight some key strategies that you believe have been instrumental in the success of these projects?
Answer: My key learnings in the industry include: a) Recognizing that opinions vary, and there’s no one-size-fits-all approach. Understanding the changing environment is essential. b) Never underestimate the audience. Focus on making quality content with relatable characters, avoiding over-marketing. c) Acknowledge that the industry often favors star-driven content. If you work with lesser-known talent, be prepared to put in extra effort and make decisions swiftly. d) Emphasize teamwork; seek passionate, talented individuals to enhance your project, and welcome their input.
- You’ve worked across different mediums including films, OTT, TV, music videos, and ad films. How do you adapt your marketing and creative approaches to suit the unique demands of each platform?
Answer: My basic approach centers on understanding that every content piece has a distinct audience. Marketing strategies align with the genre, talent, and narrative of the content. The primary challenge lies in innovation, budget alignment, and decisiveness. These factors significantly impact content’s success in reaching its intended audience.
- As the Chief Creative Officer and Filmmaker for Content Engineers, can you shed light on your role in shaping creative content and driving innovation in today’s dynamic entertainment landscape?
Answer: At Content Engineers, we focus on telling authentic, grassroots Indian stories that resonate with a wide audience, regardless of language barriers. We aim to engage the entire family with relatable narratives set in small-town India. Building globally appealing characters is a priority for us. - Your film “Mickey Virus” and the upcoming web series “Tiwari” starring Urmila Matondkar have garnered attention. Could you tell us about the creative and strategic challenges you faced while bringing these projects to life?
Answer: Creating content with a limited crew requires the maker to be open-minded and collaborative, valuing input from every team member. Managing time and budget constraints is critical. Good storytelling takes precedence, and technical aspects follow. The ability to tell a compelling story is key. - You’ve been honored with the prestigious Philip Kotler Award for your contributions to film marketing. What do you consider as the most crucial factors in creating successful marketing campaigns for films?
Answer: Listening to creators’ visions is paramount. Campaigns should prioritize consumers’ interests and resonate with them, considering the limited time to capture their attention in a competitive digital landscape.
- Having worked with numerous studios and production houses in India, could you share any memorable experiences or collaborations that have significantly impacted your approach to the industry?
Answer: Presenting marketing and content concepts to Hollywood studios and receiving positive feedback has been encouraging. The world is increasingly interested in Indian content, so thinking globally while executing locally is crucial in the entertainment industry.
- Your short film “Girl in Red” achieved remarkable success with 18 million views on YouTube. Can you discuss the creative process behind this project and the role of digital platforms in promoting short-form content?
Answer: My short film “Girl in Red” was a passion project that was created with limited resources and impossible constraints. We funded it ourselves and relied on sincerity and positive energy. Despite lacking a marketing and basic budget, the film’s authenticity attracted a global audience. Digital platforms like YouTube offer opportunities to share stories and receive valuable feedback.
- With your background as ex-CMO of Jio Studios, INOX, Reliance Entertainment, and PVR Cinemas, how do you see the future of cinema and entertainment, especially in light of evolving viewer preferences and technological advancements?
Answer: Passionate storytellers often face daunting odds, but the key lies in meticulous planning and strategic thinking. Striking a balance between a consumer-centric approach and creative vision is absolutely essential. Through my experience, I’ve come to understand that effective planning can profoundly influence both content execution and marketing. This is why many Hollywood and Korean films excelβthey adhere to tβried-and-tested checklists and parameters, ensuring the effectiveness of their stories. - Could you offer advice to emerging filmmakers and marketers looking to make a mark in the industry, considering your wealth of experience across various domains?
Answer: Every filmmaker and marketer has a unique journey. Learn quickly, use new tools like AI to your advantage, and don’t fear failure. Respect others’ perspectives, be attentive, and value time. Sincerity and persistence will eventually lead to success.
- Can you give us a glimpse into any upcoming projects or endeavors that you’re particularly excited about and that our readers should keep an eye out for?
Answer: While it’s too early to announce our next project, we’re exploring content in various genres, with a particular focus on comics and science fiction. These are areas with dedicated fan followings and immense potential for storytelling.
