Riding high on the massive success of ‘Taali’ and ‘Rafuchakkar,’ two OTT shows not only critically well-received in 2023 but also loved by the audience, creators Arjun and Kartk are now looking forward to many more milestones in 2024. Their collaborative journey began in 2013 when they launched their production house GSEAMS to focus on diverse content. After achieving dominance in the Marathi entertainment space and successfully producing over 15 films, they stepped into the Hindi web series domain in 2020 with ‘Samanantar.’
When asked about the right strategy to create good OTT content, they say, “It is important to ideate compelling themes and stories that can engage a global audience. Whether the theme is derived from fiction, has adventure, is a thriller, or amalgamates many genres, it must resonate with a diverse audience. A real-life story like ‘Taali,’ for instance, is not just about one individual. It, in fact, visibilises an entire demographic in society that has been overlooked. This was a risky story to tell, but it clicked because we told it with absolute conviction.”
The point, they say, is to contribute something new to the ongoing discourses and look for inspiration in multiple places. They explain, “There are stories all around us, just waiting to be discovered. There are individuals driving positive change in society who could inspire a show. Inspiration can also be derived from current affairs, news cycles, biographies, and books. If you feel a story deserves to be told, then tell it with passion; it will resonate with the audiences.”
They believe it is important to never take the audience for granted and add, “Viewers are exposed to a staggering amount of content from around the world, so you cannot deliver to them the expected and the normative. A story must be clutter-breaking in terms of its setting, plot, characterisation, narrative style, and theme. We also focus on finding the most authentic locations and invest a lot of time in the delineation of each and every character.”
In summation, they believe a successful OTT show is a combination of various factors and conclude, “A well-defined target audience, compelling storytelling, effective marketing and promotion, innovation, and audience engagement are central to a successful show. By following these strategies and staying up-to-date with industry trends, creators can produce content that connects with the viewers and stands out in a market teeming with competition.”
Arjun Singgh Baran & Kartk D Nishandar
