Two sides to every story: Entertainment Inc hearing AI's version
AI is changing how Indian media and entertainment make and market stories. For PR and communications teams, this shift is less about hype and more about new formats, faster production, and fresh narratives that audiences will question, share, and debate.
The headline: micro-dramas led by virtual talent and big-canvas epics brought to life with AI tools. That changes budgets, timelines, and the comms playbook.
What's happening
Studios and content-tech players are using AI to speed up writing, pre-visualization, VFX, dubbing, distribution, and promotion. The result is more concepts getting greenlit and shorter cycles from idea to screen.
One example is Avtr Meta Labs' micro-drama Truth & Lies starring Naina Avtr, pitched as India's first AI superstar. Another is Historyverse's Mahabharat - Ek Dharmayudh, an AI-driven retelling headed to JioStar and Prasar Bharati's TV and digital platforms.
Partnerships to watch
Collective Artists Network has teamed up with Microsoft to use Azure AI and cloud tools via its content-tech arm, Galleri5. The slate includes Chiranjeevi Hanuman: The Eternal (2026) and 40+ AI-enabled micro-dramas for TV and digital.
Why this matters for comms: these stacks compress production timelines and make experimentation safer, which means more launches, more trailers, more teasers-and more chances to earn attention. For background on Azure AI services, see Microsoft Azure AI.
The business case, in plain numbers
EY pegs India's media and entertainment market at ₹2.5 trillion in 2024, on track for ~₹3.1 trillion by 2027 at ~7% annual growth. The same analysis suggests AI can lift revenues by ~10% and trim costs by ~15% for M&E companies.
Large-scale productions like the Mahabharat would previously touch or exceed ₹250 crore. With AI tools, building vast environments (Hastinapur, Kurukshetra) and orchestrating war scenes becomes feasible at a fraction of that. On the other end, small teams can craft compelling content for ~₹10 lakh.
Source for industry context: EY Media & Entertainment insights.
How creators describe it
"The more we use AI to assist creators, the clearer it becomes that AI is an enabler, not a substitute," says Vijay Subramaniam, founder and group chief executive of Collective Artists Network. His focus: technology, distribution, and creativity syncing across films, OTT series, and short-form reels.
Avtr Meta Labs co-founder and CEO Abhishek Razdan adds: "AI no longer just generates content, it performs." Their thesis: virtual characters can carry emotional narratives. The goal isn't replacing artists; it's expanding what's possible and lowering the barrier for small producers to build IP.
Why PR and communications should care
- Story volume: More pilots and micro-dramas mean more announcements and beats to plan, sequence, and measure.
- New talent formats: Virtual actors and synthetic voices need positioning, personality guidelines, and fan engagement strategies.
- Budget agility: Lower costs enable test-and-learn campaigns that can be scaled fast if traction appears.
- Earned media hooks: Heritage IP reimagined with AI draws curiosity-if handled with respect and clarity.
Messaging that lands
- Lead with "AI as assistive" and spotlight the human creators behind direction, writing, and performance choices.
- Explain the craft: pre-vis, set creation, and crowd scenes, not abstract tech jargon.
- Share the why: faster iterations, safer experimentation, and fresh story angles for audiences.
- Show outcomes: quality, speed, and cost metrics-avoid vague superlatives.
Guardrails to set now
- Disclosure: Be clear when characters, voices, or scenes are AI-generated. Keep it consistent across trailers, credits, and press notes.
- Consent and licensing: Document rights for likeness, voice, and data. Confirm model training sources for any third-party assets.
- Cultural sensitivity: Reinterpretations of epics demand context, expert review, and proactive dialogue with communities.
- Security and misuse: Prepare statements for lookalike content and spoof clips. Share watermarking or provenance steps where applicable.
New workflows for faster comms
- Always-on content lab: Pair creative, PR, and legal to evaluate AI tests weekly; greenlight what's publish-ready.
- Promo sprints: Build teaser-trailer-behind-the-scenes kits in parallel with production, not after.
- Influencer briefings: Offer early screenings and clear talking points on what was AI-generated and why.
- Live dashboards: Track sentiment for virtual talent separately from human cast; compare lift by format (micro-drama vs long-form).
Metrics that matter
- Time to publish: Days from concept lock to first public asset.
- Cost per finished minute and per promo asset.
- Earned share of voice vs comparable titles.
- Sentiment and completion rates for AI-led vs human-led assets.
- IP growth: mentions, search interest, and community size across drops.
Action plan for the next 90 days
- Codify an AI disclosure policy and add it to all media kits.
- Run one pilot with a virtual character: brand voice, posting cadence, and audience Q&A.
- Produce a 60-90 second explainer that shows how AI sped up one scene-use it in pitches and press.
- Pre-write responses for common questions on ethics, consent, and authenticity.
- Train spokespeople to discuss AI with specificity and restraint-no buzzwords, clear examples.
Upskill the team
If you're building internal fluency, explore role-based training to align comms, creative, and legal. A practical starting point: AI courses by job.
Bottom line: AI is helping Indian entertainment make more stories, faster, at new price points. PR and communications leaders who set smart guardrails and clear narratives will steer the conversation-and win attention without overclaiming.
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