A trio of Indian content heavyweights are placing a high-stakes bet on experimental storytelling with Madlab Alpha, a brand new studio enterprise that goals to create modern premium content at a time when traditional formulas face mounting audience fatigue.
The enterprise — a partnership between Bodhitree Multimedia Limited, Madlabs Movies, and Universe of Ideas — goals to function a creative laboratory for emerging storytellers in a market the founders see as increasingly saturated with formulaic content. It starts with a war chest of INR2.5 billion ($30 million) with the event of the primary slate because of happen over the following 24-36 months.
The studio will concentrate on developing what it calls “cerebral thrillers, dystopian sagas, speculative dramas, and interactive storytelling experiences,” with a stated mission to leverage AI-assisted production workflows and immersive storytelling technologies.
“With the rise of OTT [streaming] platforms and global content, audience taste, especially in India, has evolved rapidly,” said Gaurav Shukla, creator-producer of the hit series “Asur,” who will help lead Madlab Alpha alongside fellow Madlabs Movies producer Abhijeet Khuman. “This shift is impacting conventional business cinema, as we’re seeing more viewers gravitate towards fresh, daring narratives.”
Darshana Bhalla, founder and CEO of D’Artist Talent Ventures and Universe of Ideas, added: “At its core, Madlab Alpha is about empowering latest voices and constructing a collaborative creator ecosystem.”
The enterprise arrives at a time when streaming platforms proceed to reshape viewing habits in India, with audiences increasingly open to experimental formats and narratives. Bodhitree brings significant industry experience to the partnership, having produced over 3,000 hours of content across 50+ shows for major broadcasters and streaming platforms.
“Madlab Alpha represents a daring leap into the long run of storytelling,” said Mautik Tolia, managing director of Bodhitree Multimedia. “This partnership marks a pivotal evolution in our content strategy, reflecting our commitment to shaping the progress and success of the industry.”
The partners consider the timing is right, with Bhalla noting: “Rules are being rewritten, markets are getting redefined, and consumers are evolving. That is one of the best time to experiment.”
Shukla and Khuman added: “AI will democratize storytelling, shifting power from the studio to creators inside the following 2-3 years. Any person with a laptop will craft Hollywood-level blockbusters. Secure storytelling is not any longer an option on the earth drowning in infinite content; only intensity, innovation, and disruption will survive.”
Madlab Alpha has been established as a subsidiary of Bodhitree Multimedia Limited with plans to develop content for each domestic and international markets.
