Jatin Sethi on Expanding Regional Storytelling and Risk-Taking as Saunkan Saunkanay 2 Hits Theatres

Time of India

2 days ago

, the founder of Naad Sstudios, has carved a unique path in India's diverse entertainment landscape. With commercially successful ventures across multiple languages and genres, Sethi stands out as a producer/studio with both vision and executional precision.
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Following the release of
Saunkan Saunkaney 2
, he reflects on his professional journey, approach to content, and his expansion strategy across geographies.
Can you walk us through your career trajectory and entry into the media and entertainment sector?
My professional journey began in the real estate sector in 2009, while my association with the entertainment industry started in 2015, when I joined Zee Entertainment Enterprises Limited as an Advisor to the MD's office. During my tenure, I focused on regional film acquisitions, which gave me deep insights into localized content consumption patterns. That same year, I co-founded Naad Films and co-produced various digital projects, including
Hacked
,
Judaa Hoke Bhi
,
1920: Horrors of the Heart
, and web series such as
Bhram
,
Poison
,
Bhoot Purva
, and
Raktaanchal
.
In 2022, I launched Naad Sstudios, marking my formal foray into film production with
Saunkan Saunkne
, a Punjabi blockbuster. The film's success validated my strategic direction and encouraged me to expand across genres and linguistic territories. Since then, we've released
Maurh
in Punjabi and
Annapoorni
in Tamil/Telugu.
What drives your decision to produce content in languages you don't personally speak?
It often surprises people, but I am not fluent in Punjabi, Malayalam, Tamil, or Telugu—languages I've actively produced films in.
However, I prioritise market intelligence. I maintain close engagement with regional stakeholders and audiences, listening carefully to what resonates with them. My decisions are backed by data, local insights, and cultural context. This combination allows me to greenlight the right stories, even outside my linguistic comfort zone.
You've explored multiple genres as well. Is diversification part of your core content philosophy?
Absolutely.
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Some producers build a niche in one genre, but my approach is more expansive. I view each project as an opportunity to tell a new kind of story.
Saunkan Saunkne
and its sequel are rooted in comedy, while
Annapoorni
is a social drama. I'm currently exploring new thematic areas, with challenges converting into opportunities for my upcoming slate. Variety is not just a creative choice—it's a business strategy that hedges risk and maximises reach.
Speaking of risk—your decisions often go against conventional industry thinking. How do you assess and manage risk?
Many in the industry are guided by caution. I'm guided by conviction. I believed in mounting large-scale Punjabi films even when prevailing opinion advised otherwise due to limited non-theatrical rights returns.
Saunkan Saunkne
,
Maurh
, and
Annapoorni
were three high-investment projects, and all exceeded expectations, including in terms of streaming and rights sales.
Taking calculated risks has enabled me to attract marquee talent—that is, actors, directors, and technicians who elevate the quality of each film.
What's next for Naad Sstudios beyond Saunkan Saunkaney 2?
We have a robust multi-language pipeline.
Mirage
is an upcoming Malayalam thriller directed by Jeethu Joseph (of
Drishyam
fame). We're producing
Sarpatta Parambarai 2
, a Tamil sports drama that follows up the huge success of the widely acclaimed original. Talks are on for a Bengali project, which blends family drama with romance, with superstar Jeet. We're initiating two Marathi-language films, and scripting is underway for a Hindi film in the mythology genre.
Simultaneously, we're diversifying into music through the launch of the Naad Music Label soon, for which we have already begun acquiring music rights of regional films.