Applause Entertainment and Zindagi Collaborate to Create South Asian Content

The strategic partnership brings together former colleagues Sameer Nair and Shailja Kejriwal
Shailaja Kejriwal and Sameer Nair
Shailaja Kejriwal and Sameer Nair

Applause Entertainment and Zindagi have entered a strategic partnership to create South Asian content. This creative collaboration reunites Sameer Nair, Managing Director of Applause Entertainment and Shailja Kejriwal, Chief Creative Officer of Special Projects at Zee Entertainment Enterprises, who have been colleagues at the former Star India Pvt Ltd and NDTV Imagine.

Zindagi, a flagship channel launched in 2014 and owned by Zee Entertainment Enterprises Ltd, is known for stories from across the border. While it was launched in 2020 on Zee’s video streaming platform ZEE5, it has recently returned to television as a DTH value-added service provider.

Kejriwal, recognized for introducing stars like Fawad Khan, and Mahira Khan to India with iconic dramas like Humsafar (2011), Zindagi Gulzar Hai (2012), Aunn Zara (2013) and originals like Churails (2020), and Qatil Haseenaon Ke Naam (2021), says, “Reuniting with Sameer after a decade is like homecoming for me and I'm thrilled to team up with him in this new era of content creation. With Sameer's pioneering spirit and the legacy of iconic shows, coupled with Applause Entertainment's innovative zest, we're poised to create content that not only resonates across borders but sets new benchmarks in South Asian storytelling.”

Applause Entertainment, helmed by Nair is known for popular web series such as Criminal Justice (2019), City of Dreams (2019), and the Scam franchise. Nair said in a statement, “Working with Shailja Kejriwal is like revisiting a cherished chapter of our creative journey. Our shared vision and passion for storytelling have always been the driving force of our partnership. Now, with the world as our canvas and the OTT stage as our platform, we're thrilled to collaborate once more, bringing the rich tapestry of South Asian content to a global audience."

This creative alliance can prove to be a game-changer in a rapidly evolving global entertainment landscape by producing a wide range of South Asian narratives across genres that connect with today’s diverse global audience.

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