Producer Jatin Sethi: ‘Maurh’ is the most expensive project in the Punjabi industry
Jatin Sethi, producer, and owner of Naad Sstudios talks about the success of their recently released ambitious Punjabi film ‘Maurh’. He also spills the beans about pushing boundaries to make good films in various languages. Scroll down for the excerpts from the conversation.
Tell us about your journey from entering the film industry to setting up Naad Sstudios.
“Since childhood, I was a movie buff and was more intrigued about what goes on behind the camera. Growing up, I set up my company, Naad Group of Companies, and shortly ventured into the entertainment space with Naad Sstudios. We are a corporate filmmaking company with eight films under production in various languages currently.”
Your production, the Punjabi film ‘Maurh’ is grand in scale. Did you feel it was a risk to spend so much on a project?
“‘Maurh’ is the most expensive project in the Punjabi industry. Yes, it was a risk because the budget was thrice that of other star-studded films. But we were confident about the product, and our risk paid off. Jeona Maurh was Punjab’s Robinhood who helped many people during colonial India where farmers were suppressed, and we wanted his inspirational story to be recognised globally. A lot of research went into the film, and we meticulously etched every character and their emotions because it is a true story so we couldn’t get the facts wrong.”
What are the deciding factors before locking a script?
“COVID has changed the audiences’ taste in films and OTT has highlighted stories of different genres. Till we don’t portray grandeur and deep emotions, the audience won’t connect with the film. I participate actively in the scripting process because I want the audience to be thoroughly entertained. I ensure that the script has enough emotions, mass appeal, a compelling story, and visual and sound experience.”
Tell us about some of your future projects.
“Some of our recent productions, Saunkan Saunkne and Maurh are already successes. Next, we are producing two big-budget Punjabi movies starring Amrinder Gill and Gippy Grewal. We are also producing films in the south industry, tentatively titled Annapurni, starring Nayanthara, and Sarpatta Parambarai 2 starring Arya, and directed by PA Ranjith. We also have a Marathi film in our kitty, written by Paritosh Painter who wrote ‘Dhamaal’, ‘Total Dhamaal’, besides another project in Bengali cinema starring Jeet. Soon, we will announce a pan-India film.
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