Campaign India Team
Jul 04, 2022

Applause Entertainment enters the South market with Chennai office

Appoints Pramod Cheruvalath as content head - South

Pramod Cheruvalath
Pramod Cheruvalath
Applause Entertainment, part of the Aditya Birla Group, has announced its expansion in the southern market, with an office in Chennai. 
 
With this, the company will further develop its South content acquisition and creation strategy. 
 
It has also appointed Pramod Cheruvalath as content head, South.
 
He will be responsible for building Applause Entertainment’s content slate in all four southern markets, to create a diversified slate of premium series and movies across languages.
 
Cheruvalath moves from Sign of Life Productions, where he was director/producer. He spent over 22 years at the company. 
 
Sameer Nair, CEO, Applause Entertainment says, “The global streamer has created a flat earth and indeed, a global village. Content from every geography and in every language has the opportunity to reach audiences everywhere. After our successes in the Hindi/Hinglish category, we are really keen to work with the amazing talent in Tamil, Telugu, Malayalam and Kannada to tell rooted authentic stories for a domestic and international stage. On-boarding Pramod to oversee the expansion is our first step in that direction. His extensive network, market knowledge and creative expertise will help build our unique hub and spoke business model in the key Southern markets”.
 
Cheruvalath said, “Ever since its inception, Applause Entertainment has backed and produced clutter-breaking content across genres. Regional content has unexplored potential and the ability to establish a strong connect with a local, national and international audience. Happy to take on this new role to work with Sameer and the team at Applause Entertainment to upscale the Applause Slate with genre breaking authentic and relatable South stories for a worldwide audience.”
 
Source:
Campaign India

Related Articles

Just Published

17 hours ago

Content demand in India surges, forcing marketers ...

Rising content expectations, platform volatility, and technological disruption are reshaping the fundamentals of campaign planning.

17 hours ago

GST 2.0 and the festive economy: When policy meets ...

For India’s brands, retailers, and households, the reworked GST 2.0 is more than a tax reform—it is the spark for a new cycle of domestic consumption.

23 hours ago

Dream11 pivots to free-to-play model amid regulatory...

It has signed on advertisers like Swiggy, Astrotalk and Tata Neu, experimenting with campaign formats to target younger, mobile-first fans and seasoned cricket audiences.

23 hours ago

AI agents collapse the wall between marketing and CX

From HUL’s virtual try-ons to Zepto’s AI personas, brands and agencies face new roles as machines reshape leadership and trust.