Three major Indian content creators are taking a significant risk by investing in the innovative approach of storytelling through Madlab Alpha, their latest studio endeavor. Their goal is to produce high-quality, unique content that stands out, as conventional methods seem to be growing tiresome among viewers.
The joint venture, formed by Bodhitree Multimedia Limited, Madlabs Films, and Universe of Ideas, is designed as a breeding ground for up-and-coming storytellers in an industry that the founders perceive as becoming oversaturated with predictable content. To kick things off, they’ve assembled an initial investment of INR2.5 billion ($30 million), with the first phase of project development expected to unfold within the next 2 to 3 years.
The studio plans to concentrate on creating genres they refer to as “intellectually stimulating thrillers,” “dystopian tales,” “speculative dramas,” and “interactive narrative adventures.” Their goal is to utilize artificial intelligence in their production processes and cutting-edge technology for immersive storytelling.
Gaurav Shukla, creator-producer of the popular series ‘Asur’, and co-leader with Madlabs Films producer Abhijeet Khuman, noted that due to the growth of streaming platforms offering global content, audience preferences in India have changed significantly. This transformation is influencing traditional mainstream films, as there’s an increasing trend of viewers preferring innovative, daring storylines.
Darshana Bhalla, the founder and CEO of D’Artist Talent Ventures and Universe of Ideas, stated, “In essence, Madlab Alpha is designed to amplify emerging creators and foster a cooperative environment for them.
The venture comes at a point when streaming services in India are continually altering viewing preferences, as more and more viewers express interest in innovative formats and stories. Bodhitree offers substantial industry knowledge to the collaboration, having created over 3,000 hours of content for more than 50 shows on prominent television networks and streaming platforms.
Mautik Tolia, Bodhitree Multimedia’s managing director, stated that Madlab Alpha symbolizes a daring step into the future of storytelling. This collaboration signifies a significant shift in our content approach, embodying our dedication to driving advancements and prosperity within the industry.
The collaborators think the moment is opportune, as Bhalla points out: “Regulations are being revised, market landscapes are shifting, and customers are transforming. Now is the perfect time for exploration.
Shukla and Khuman stated: “AI has the potential to make storytelling more accessible, moving control from studios to creators within the next 2-3 years. With a laptop, anyone can produce blockbusters of Hollywood caliber. In a world overwhelmed by endless content, it’s no longer enough to tell safe stories; only those that are intense, innovative, and disruptive will thrive.
Bodhitree Multimedia Limited has formed a new entity, Madlab Alpha, which intends to create content catering to both local and global audiences.
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2025-04-30 08:17