Auron Mein Kahan Dum Tha co-producer Shital Bhatia on the movie doing well on OTT, calls it 'gratifying'  - Exclusive

Ajay Devgn and Tabu starrer Auron Mein Kahan Dum Tha released on OTT platform recently and the movie is receiving a good response. The movie, which didn't fare well at the box office upon its original release in theatres earlier this year, is being appreciated for its storyline.

Money Control spoke exclusively with film's co-producer Shital Bhatia and Co-founder, Friday Filmworks. He revealed that it is 'gratifying' to see how the movie is now resonating with the global audience. The film had released on August 2, 2024 and managed to collect a mere Rs 8.59 crore during its run in the theatres.

Shital said thanks to the OTT platforms, movies are discovered by people from around the world and then appreciated.

He also spoke about how marketing is a very 'crucial' tool in today's world and 'it is about connecting with the right audience through the right channels.'

Auron Mein Kahan Dum Tha starring Ajay Devgn, Tabu, Jimmy Shergill, Shantanu Maheshwari and Sai Manjrekar is directed by Neeraj Pandey. The director is known for some great movies like A Wednesday, Aiyaary, MS Dhoni: The Untold Story, Baby to name a few.

Excerpts from the conversation:

Ques: Tabu and Ajay Devgn are stalwarts in their own right. How did you and the team visualize a love story between the two, who are known to do edgy roles?

Shital: The vision behind casting Tabu and Ajay Devgn in this love story was entirely driven by my partner, Neeraj Pandey. He had a specific narrative in mind and felt that these two phenomenal actors would bring life to this epic tale. Neeraj has an uncanny ability to visualize characters and how they fit into a broader story arc. With their exceptional range, both Tabu and Ajay were perfect for bringing the emotional depth and complexity required for this film. Their ability to seamlessly transition between intense and vulnerable moments added layers to the love story, making it a unique cinematic experience. It was less about defying their usual edgy personas and more about leveraging their depth to create something raw and timeless.

Ques: Auro Mein Kaha Dum Tha is now available on Amazon and starting to connect with a wider audience. How do you feel about the response, and what are your thoughts on the shift from theatrical release to streaming platforms?

Shital: The reception has been incredible, and honestly, not unexpected. The film is trending, and the positive feedback has been overwhelming. People who missed it in theatres are now discovering it on streaming, and it’s deeply gratifying to see how the story resonates with a global audience. The shift from theatres to streaming is fascinating. Theatres offer a communal experience where audiences share the magic of cinema together, but streaming platforms allow for more personal, intimate engagement. With digital platforms, we’re not confined by geographical boundaries - audiences from around the world can discover the film at their own pace. This duality of experiences, both in theatres and online, creates a symbiotic relationship, ensuring that a film reaches its full potential across different formats.

Ques: Do you feel that films with strong narratives might get overlooked if they aren’t marketed heavily? How important is marketing in ensuring a film reaches its full potential?

Shital: Marketing is undeniably crucial, especially in today’s cluttered entertainment landscape. A strong narrative can only shine when it’s given the right platform. With Auro Mein Kaha Dum Tha, we may not have hit the mark initially due to timing issues, which affected our ability to create the right buzz. But it’s important to remember that marketing doesn’t just mean saturation - it’s about connecting with the right audience through the right channels. In the end, word-of-mouth becomes a powerful tool, but only after your film has made its initial impact. A great film needs that push to get people into theatres or to press play on their streaming platform. If 100 people watch and 80 don’t like it, that’s content—but if only 5 people watch, that’s a marketing issue.

Ques: How does star power contribute to the film’s appeal, and how does it impact the marketing?

Shital: Star power is definitely a powerful tool, but it’s not the only factor that determines a film’s success. The stars have to embody their characters in a way that feels authentic, and when that aligns with great marketing, you have a winning combination. Ajay and Tabu brought such gravitas to their roles that it made the film naturally appealing. However, casting the right star for the right role is just as important. For example, even if we had a big name like Hrithik Roshan in Ajay’s role, the film might not have worked as well. It’s about the right balance - strong content, well-suited stars, and a focused marketing strategy are the key ingredients for success.

Ques: Why didn’t you de-age Tabu and Ajay to show them in their younger versions? Was it a conscious decision?

Shital: Absolutely, it was a very conscious decision. Neeraj was clear from the start that the characters needed to feel authentic in their respective time periods. The essence of their journey was in their maturity and how life had shaped them over time. The characters are layered with emotional depth, and portraying them at their actual age added a sense of realism that enhanced the storytelling. There was no need for de-aging because the story’s soul lay in their current selves, and they portrayed their roles with perfection and authenticity.

Ques: Friday Filmworks has produced classics across genres - why opt for a love story this time?

Shital: If you look at our portfolio, we’ve always been open to experimenting with different genres, whether it’s a biopic like M.S. Dhoni or a socially relevant film like Toilet: Ek Prem Katha. A love story, especially one as nuanced as Auro Mein Kaha Dum Tha, is simply another chapter in our exploration of storytelling. We pride ourselves on being bold in our choices, not shying away from stories we believe in. It’s not about sticking to a specific type of film but about honoring the narrative and the emotional truth within it.

Ques: How did this concept come to your mind at a time when larger-than-life films like Kalki and Pushpa are in the spotlight?

Shital: This is where Neeraj Pandey’s vision shines. He conceived this story long before the current trend of larger-than-life films took over. His belief was simple - good storytelling will always find its audience. While there’s certainly room for grand, larger-than-life experiences, the essence of cinema lies in its ability to tell compelling stories, whether big or small. Audiences, at the end of the day, are not only seeking spectacle; they crave narratives that touch them, and that’s what Auro Mein Kaha Dum Tha offers.

zely, but let’s not get caught up in labels. Whether it’s a love story or an action thriller, the core remains the same—we focus on compelling stories. Auro Mein Kaha Dum Tha spans over 20 years and brings with it a deep emotional journey. It may be a love story, but it’s still very much driven by the same passion for storytelling that guides all our projects. We don’t shy away from content-heavy films, but we don’t deliberately seek them out either. It’s all about the narrative we believe in.

Ques: How was it working with Shantanu Maheshwari and Sai Manjrekar, the young blood, compared to veterans like Tabu and Ajay?

Shital: Working with Shantanu and Sai was an absolute pleasure. Their dedication and hard work were evident in every frame. While it’s no small feat to step into roles that grow into seasoned characters like Ajay’s and Tabu’s, they took on the challenge with grace and delivered standout performances. On the other hand, working with veterans like Ajay and Tabu brings a certain ease - their experience shows in how effortlessly they bring depth to their characters. It was fascinating to watch these two generations of actors come together, each bringing something unique to the table.

Ques: Do you want to cast Tabu and Ajay as spies in your next production?

Shital: Working with Ajay and Tabu is always an enriching experience. While casting them as spies would be intriguing, we’re always open to exploring new narratives. So, who knows? We would certainly love to collaborate with them again in the future.

Ques: How do you decide on daring and meaty concepts? What makes you confident a project will work?

Shital: We’re a close-knit team, and Neeraj Pandey, being the visionary he is, often defines the direction of our projects. Once we collectively decide on a story, we pour all our energy into it. We’re not about quantity—we focus on one or two projects at a time, ensuring every detail is meticulously crafted. It’s about instinct and belief in the narrative, rather than data or trends. Being a boutique studio allows us the freedom to take creative risks, and that’s where our strength lies. We believe in the story, and once that decision is made, we are all in.

Ques: You’ve worked with A listers like Akshay Kumar, Taapsee Pannu, and Ajay Devgn. What draws you to collaborate with them repeatedly?

Shital: The chemistry we share with these actors goes beyond just their talent—it’s about the camaraderie and trust we’ve built over the years. They bring an incredible work ethic, and the creative energy on set is always fantastic. Our team, from production heads to crew members, remains consistent, and that familiarity breeds a sense of comfort for everyone involved. It’s a collaborative effort, and when that synergy works, it’s natural to want to keep that going.

Auron Mein Kahan Dum Tha is streaming on OTT platform Amazon Prime Video right now and is receiving a good response.