Mautik Tolia of Bodhitree Multimedia on Gunaah's success and balancing original content with adaptations

Bodhitree Multimedia Limited, a leader in the Indian entertainment industry, continues to push the boundaries of storytelling with their latest hit, "Gunaah," now streaming on Disney+ Hotstar. As the company expertly balances original content with creative adaptations of international hits, Mautik Tolia, MD of Bodhitree Multimedia Limited, shares insights into their innovative approach to crafting engaging narratives. 

In this exclusive conversation with India Forums, Tolia discusses how they connect with India's diverse audience, their expansion into new genres, and the strategies behind their remarkable revenue growth in FY24.

Congratulations on Gunaah's success on Disney+ Hotstar! Could you share more about its journey and the audience response? 

Gunaah is a very special show for us, and every step and phase of bringing this story to life has been rewarding for all of us at Bodhitree Multimedia. While it is an adaptation of the popular Turkish series 'Ezel' we were clear of the vision we had mind. We knew we wanted to move beyond simply translating the core concept of the story. Adapting stories comes with its own unique challenges as well as opportunities. We created the series with cultural and emotional nuances of Indian viewers, ensuring it is relatable. We made significant localisations and much-needed adjustments to the storyline and characters while keeping the very ethos of the story intact.

As storytellers, we strive to narrate stories that are fresh, engaging, diverse and compelling – be it originals or adaptations

- Mautik Tolia

Much credit goes out to the entire team, including our director, Anil Senior, showrunner Anirudh Pathak and, of course, our writers. We are glad that we were able to identify the right talent for this story, too. Gashmeer Mahajani, Surbhi Jyoti, and Zayn Ibad Khan are all impressive and have invested extensively in bringing characters like Abhimayu and Shiva to life. The entire process was also very exciting. We had an episode dropping daily on the platform, and this also gave us an opportunity to keep track of how our audiences were reacting to the storyline. We were witnessing positive reactions across social platforms. 

Genres like thrillers, romance, conspiracy keep viewers on their toes and Gunaah did exactly this. As storytellers, we strive to narrate stories that are fresh, engaging, diverse and compelling – be it originals or adaptations. The positive response that we have received for the series affirms that we have delivered a story that strikes a chord with our audiences across India, furthermore encouraging us. 

How does Bodhitree Multimedia Limited balance between creating original content and adapting existing content for the Indian market? 

As storytellers, we are always on the lookout for fresh concepts and ideas, emerging writers and directors, etc, who bring unique perspectives to the ever-expanding content landscape. Indian audiences are also one of the most diverse in the world compared to any market. We have diverse cultural nuances across different parts of the country. The viewer today is very aware of what is being showcased, and we understand it is equally important to have a variety of content of the offer, especially with the rising consumption of content across OTT platforms. 

While we have adapted international shows for the Indian market, we continue to invest in telling original stories across genres. We have successfully brought stories such as The Gone Game, among many others, for viewers across television and digital. We, however, believe there is a wealth of narratives – award-winning and highly acclaimed – that are available and possess great potential from an adaptation point of view. 

We were of the same view when we were adapting the Spanish series 'Elite' and localising it for India with Class or even Marzi, which was an adaptation of the novel 'Liar'. It is always the story that presents the opportunity for it, and I believe we were able to drive relatability, which resonated with our viewers. Authenticity plays an equally important role here – be it adaptations or originals. 

Authenticity plays an equally important role here – be it adaptations or originals

- Mautik Tolia

Bodhitree Multimedia Limited has expanded into new genres like historical dramas and non-fiction. What opportunities do you see for Indian audiences in these genres? 

It is important that we cater to the diverse preferences of our viewers and not limit ourselves to languages, genres, or formats. Today, viewers are highly exposed and have become critics in their own way. Producers can no longer overlook the viewers' opinions. Audiences truly hold the reins, and this demands that we, as content creators, elevate our craft and approach our work with the utmost seriousness. 

The younger generation is especially curious and keenly interested in our country's history, notable personalities, events of significance, etc. They are eager to live in a genuine, globally connected world. They seek real stories and events that have shaped the present day, fuelling our commitment to delve deeper into this universe of storytelling. Indian viewers have consistently shown a willingness to accept new ideas, and we are dedicated to bringing them untold tales and stories crafted with originality and authenticity. 

Bodhitree Multimedia Limited reported a significant revenue growth of 50% in FY24. What were the key drivers behind this growth, and how do you plan to sustain it? 

At Bodhitree Multimedia, our growth has been driven by the breadth of our content and the dynamic nature of our company structure, which encompasses multiple verticals such as Television, OTT, and Regional Content. Our dual focus on original productions and international adaptations has also contributed significantly to our success. 

Collaborations with major platforms and production houses have helped us expand our reach and tap into valuable distribution opportunities, allowing us to scale our operations and effectively position our content. To sustain this growth, we aim to keep innovating and exploring new genres and formats that align with evolving viewer preferences. 

Strengthening our partnerships with streaming platforms and other distribution channels will be crucial for broadening our audience. We will continue to invest in talent and technology to boost our production capabilities and uphold high content standards. Additionally, expanding our market presence and tailoring content to diverse demographics and regional tastes will be key to maintaining our success.