At BIFFes, acclaimed producer Aditi Anand urges young filmmakers to think beyond platforms, build personal brands, and prepare for the harsh realities of the film business—while hinting at a possible Kannada production
Bengaluru, NFAPost: While stories continue to flow freely in contemporary cinema, it is the business of filmmaking that poses the greatest challenge today. This was the candid assessment of noted producer Aditi Anand, who addressed aspiring filmmakers at the 17th Bengaluru International Film Festival (BIFFes).
Speaking at an interactive session titled “Stories That Matter”, Anand—best known for producing critically acclaimed films such as No One Killed Jessica and Bison—offered a pragmatic, industry-insider perspective on navigating cinema in an era defined by rapid change.
“This is the right time to brand yourself,” she told the audience. “You must create your own platform. You need to become a brand yourselves.”
Content First, Medium Later
Addressing a room full of young filmmakers and students, Anand urged them not to be anxious about choosing between cinema, OTT or digital platforms too early in their careers.
“Young filmmakers should not worry too much about the medium right now,” she said. “Focus on creating content for all platforms. Your work can reach a producer in any form—short films, web content, reels or features.”
According to her, the strength of storytelling lies in its adaptability, and compelling content will always find a pathway to audiences and decision-makers.
The Real Challenge Lies in Business
While storytelling remains vibrant, Anand pointed out that the structural shifts in film distribution and financing have made production increasingly complex.
“At the moment, there aren’t many challenges when it comes to stories or content,” she observed. “But there are very big challenges from a business perspective.”
She highlighted the shrinking distribution ecosystem in North India as a case in point.
“Earlier, there used to be six or seven distributors. Now there are only three or four. When you look at cinema from a business background, there are many obstacles today.”
These realities, she said, demand that filmmakers develop financial literacy and strategic thinking alongside creative skills.
Persistence and Access Matter
Anand also spoke about the importance of initiative and perseverance in an industry where access is often perceived as a barrier.
“If you want to work with someone, you must find a way to reach them,” she advised. “You have to keep trying. Persistent effort really matters.”
She encouraged young filmmakers not to wait for opportunities to come their way, but to actively seek them out through networking, showcasing work and collaboration.
A Kannada Film on the Horizon?
Striking a personal note, Anand revealed that producing a Kannada film is a possibility she is actively considering.
“My partner is from Mangaluru,” she shared with a smile. “His mother has been asking me to produce a film in Kannada. So yes, there is definitely a possibility of making a Kannada movie.”
The remark was met with enthusiastic applause, reflecting the audience’s interest in cross-regional collaborations.
Advice for Women Producers
Offering pointed advice to women navigating the film industry, Anand spoke about ambition, self-belief and accountability.
“Move forward with ambition,” she said. “Do not let go of opportunities because of hesitation. And never put yourself in a position of guilt for a mistake made by your male partner.”
She also endorsed co-productions as a sustainable and collaborative model for the future.
“Co-production is a very good approach today,” she noted. “Build teams, grow together and share responsibility.”
A Grounded, Honest Conversation
The session was elegantly moderated by senior journalist Latha Srinivasan, who guided the discussion through issues of creativity, commerce and gender dynamics in cinema.
By the end of the interaction, Anand’s message was clear: while storytelling remains the soul of cinema, survival and success increasingly depend on understanding the business behind it.
At BIFFes, her talk served as a timely reality check—and a source of empowerment—for a new generation preparing to enter the ever-evolving world of films.
