Happy formula is not working: Imtiaz Ali

Storytelling, cinema and digital content took the spotlight at Making Waves—the Culture Forum, hosted during the India Global Forum’s NXT25: Leading the Leap Summit at the Jio World Convention Centre in Mumbai recently. The forum brought together some of India’s most iconic voices across entertainment and media to explore the evolving narrative of India emerging as a global powerhouse for content and digital innovation.

In a Fireside Chat titled, Making Waves—India as a Global Content Hub, renowned director and writer Imtiaz Ali, said, “As a storyteller, I do not have to worry about what everybody likes. The way to finding out the code is by finding what I would like. Since I have been in the film industry, I have been told that formula (movie success) is not working. Thank God for that because if the formula worked, none of us would be here making movies. We (India) have the oldest and most profound culture of storytelling. We learnt everything from storytelling. Everything has been learnt from stories—from the code of conduct to our belief system.”

Continuing the conversation, Monika Shergill, Vice President—Content, Netflix India, highlighted, “The beautiful confluence of creativity and technology has allowed the creators not to be limited to where they are. The biggest enabler of this trend is a resurgence of hyperlocal. Indian audiences are among the most experiential, diverse, curious and fantastic audiences. As streamers, storytellers and creators, we must take advantage of this opportunity.”

This was followed by a conversation with Ekta Kapoor, Joint MD, Balaji Telefilms LTD, on the Intersection of Art, Success & Global Influence. She said, “There are different metrics of success for everyone. At Balaji, as content providers, we believe success comes in three or four ways: getting the economics right, creating impact, and earning recognition.”

Later, in a Fireside Chat on Inspiring Journeys, actress Fatima Sana Shaikh, opened up about the challenges she faced, “This industry has no set rules or frameworks; if it has worked for someone, it doesn’t mean it will work for you. Nothing is permanent, not the highs or lows. We cannot get too attached to fame or failure; work is not our identity.”