Sameer Nair on Taking Indian Stories Global

By Pickle August 31, 2025

With Applause Entertainment’s Gandhi series making history at TIFF, Sameer Nair, Managing Director, Applause Entertainment reflects on the creative journey, the alchemy of content, and how Indian stories
can shape global narratives. Sameer Nair chats with Pickle

Sameer Nair, Managing Director of Applause Entertainment, is a trailblazer in Indian media known for pioneering bold content strategies. From his start at Goldwire Communications to leading Applause—a flagship Aditya Birla Group venture—Nair’s vision has produced acclaimed series like Scam 1992, Criminal Justice, Black Warrant and The Hunt. Under his leadership, Applause has become a top content studio, collaborating with platforms such as Netflix, Amazon Prime, SonyLIV, and Jio Hotstar, and is recognized for its unique “hub and spoke” production model.

Now, Applause marks a milestone as its international project Gandhi—directed by Hansal Mehta and starring Pratik Gandhi—becomes the first Indian series selected for the Toronto International Film Festival’s (TIFF) Primetime Programme. Adapted from Ramachandra Guha’s biographies, the series explores Gandhi’s formative years, redefining the icon as a young man facing change and challenge.

In this conversation with Natarajan Vidyasagar, Managing Editor of Pickle, Nair discusses the vision behind Gandhi, the global rise of Indian storytelling, and Applause’s approach to shaping the future of entertainment.

Gandhi: The Spirit of Evolution

The Gandhi series doesn’t just retell the myth—it seeks the man behind the Mahatma. Gandhi’s journey from uncertainty to greatness, from Mohan to Mahatma, reflects the spirit of evolution and self-discovery. His ethos of self-belief, resilience, and principled action—rooted in truth and humility—resonates through Sameer Nair’s vision for Indian storytelling. As India’s creative industry scales new heights, Gandhi’s legacy reminds us that greatness begins with questioning, evolving, and believing in the power of one’s journey.

The Gandhi series marks a historic milestone—being the first Indian series selected for TIFF Primetime. How did this journey begin?

The Gandhi series has been a long-cherished project for me. My initial inspiration came from memories of my father’s involvement via NFDC in the Attenborough film on Gandhi in 1982. In 2019, I approached Ramachandra Guha, whose biographical works on Gandhi are definitive and celebrated. At first, he declined, but the pandemic changed perspectives. By late 2020, he was more receptive to the idea, and by mid-2021, we secured the rights to his books.

“At Applause, creativity and commerce aren’t adversaries—they’re partners.”

It came together organically. Pratik Gandhi joined early, having already performed on stage “Mohan No Masalo,” a powerful monologue about Gandhi. Hansal Mehta, with whom we had collaborated on the Scam franchise before, immediately expressed his interest when we announced the project. It was Hansal’s suggestion to take the series to TIFF and it’s paid off—it is a tremendous honour to showcase our series at TIFF and a validation that nuanced Indian stories have global resonance.

Applause Entertainment’s Gandhi Series differs from conventional portrayals. What was your approach to humanizing this iconic figure?

This series isn’t about the “Father of the Nation” as we know him, but rather about a young Mohandas discovering himself. Season One, titled ‘Mohan,’ tracks his journey from ages 18 to 46, ending with his return to India. It’s essentially a young adult drama—migration, identity, friendships, transformation—universal themes that echo with today’s youth. Gandhi’s messages of self-belief, self-respect, discipline, and patience are timeless and deeply relevant.

Working on the writing closely with Hansal, Vaibhav, Karan, Priya, Deepak, Ankur, Felix, Ram Guha and Siddharth Basu, we explored Gandhi’s human side—his family life, relationship with Kasturba, insecurities, ambitions, and flaws. No one is born great. Gandhi’s story is full of ‘what ifs’—what if he’d never gone to London, what if he became the Diwan of Porbandar, what if he became a successful Bombay lawyer? These are the kinds of crossroads that young people everywhere face—leaving home, confronting identity, grappling with failure and growth. Supported by a stellar ensemble cast with Bhamini Oza, Tom Felton, Kabir Bedi, Aditya Rawal, and music by maestro A.R. Rahman, Hansal’s delicate directorial touch and Pratik’s outstanding performance, helped us ‘find our Gandhi’.

How do you reflect on the 25-year journey of Kaun Banega Crorepati (KBC)?

Kaun Banega Crorepati has been an incredible journey. When we created KBC 25 years ago, the landscape was entirely different. The show became a cultural phenomenon, and seeing it continue to thrive to this day is deeply satisfying. KBC is Mr. Amitabh Bachchan all the way—his discipline, passion, and hard work exemplify longevity in this industry. Hosting and anchoring the show 25 years later is an incredible achievement, and all credit goes to Sony Pictures Network India for taking the brand forward. Every time I watch KBC, I’m reminded of the first day and amazed that the team continues to do it so well.

Gandhi’s Relevance Today:

Young people leaving home to study and work abroad
Navigating identity in foreign lands
Facing racism and adversity
The need for self-belief, self-respect, discipline, and resilience
A message for global peace, and need over greed

How has your creative philosophy evolved over three decades in the industry?

I began as a creative who learned business out of necessity. Early days at Goldwire meant being a one-man army—creating, producing, editing, even managing accounts. This holistic exposure taught me that creativity and commerce, often seen as opposites, can and should coexist.

At Applause, we operate with the ‘4 Ps’: Patron (Aditya Birla Group’s strong backing), Passion (unwavering commitment to quality), Purpose (meaningful storytelling), and Profit (sustainable business models). We’re not interested in art for art’s sake or commerce at the cost of substance. Our goal is smart, meaningful, entertaining content that’s also profitable.

Applause operates as a ‘hub and spoke’ model. How does this content alchemy work?

We often compare ourselves to Apple—designed in California, manufactured anywhere. Applause handles creative design, raising capital, and marketing & distribution, but works with a diverse pool of creators for production. We’re alchemists, assembling different talents and ideas—sometimes the talent finds us, sometimes we adapt international formats or books, and sometimes it starts with a writer’s pitch.

This model lets us work with creators as different as Hansal Mehta, Vikram Motwane, Sudhir Mishra and Nagesh Kukunoor—each bringing unique perspectives. It prevents creative stagnation, builds institutional knowledge and adds organizational structure to individual genius. Over eight years, we’ve evolved from a learning start-up to a learning organization that thrives on diversity and collaboration.

Applause completes content/series before going to streamers. Does this make the process less stressful?

Actually, there is more stress in delivering good content with this approach. The risk is much higher because we make decisions on our own regarding casting, scale, and investment. We create and present a finished product that streamers must like. While some may think independence makes things easier, it’s actually more stressful than just getting commissioned by a streamer and following their guidelines. But if it were easy, why would we do it? The passion and conviction drive us to take on this challenge. It also makes the buy decision easier for platforms.

“You can’t put the cart before the horse—create authentic content first, and the markets will follow.”

What’s your approach to balancing creative freedom with commercial viability across diverse projects?

The secret-sauce is a disciplined partnership—clear creative design coupled with robust production. Each project is a true collaboration: we bring capital, production support, and distribution insights, while giving autonomy to the creative teams. Commercial viability is a natural outcome when authenticity leads the process.

Scam 1992, Criminal Justice, Rudra, The Hunt, Gandhi—each required a different approach. Our creative teams enjoy complete freedom within frameworks designed for quality assurance. Everyone benefits, from the talent to the company, ensuring sustainable business and consistent quality.

You’ve worked across multiple platforms rather than being exclusive to one. What’s the strategy?

Every platform has its own audience and positioning. Our content is designed for audiences but often tailored to individual platform strategies and sensibilities—Netflix, Amazon Prime, SonyLIV, Jio Hotstar, and more. This means adapting formats, pacing, tone, and marketing to fit each platform.

Working with diverse partners expands our creative reach and business growth. Our success with format and book adaptations, as well as original IP, is founded on platform-driven audience insights. Flexibility and adaptability are the keys to ensuring content can travel across geographies.

The Applause ‘Hub and Spoke’ Model:

Central focus on design and IP
Collaboration with diverse creative minds
Organizational and financial support for execution
Flexibility for innovation and scale

The star system seems different in streaming. How do you view this evolution?

Each medium breeds its own stars. Streaming has given rise to “OTT stars”—actors like Pankaj Tripathi, Manoj Bajpayee, Pratik Gandhi—who are now household names in the digital space. Stardom isn’t manufactured; it’s market-driven. Attention, love, and commercial success create stars, and the economics of streaming determine their value.

This dynamic is true across all platforms—YouTube, Instagram, even fields like medicine. The entertainment ecosystem always rewards those who attract and sustain audience interest for extended periods of time.

You’ve been notably progressive in embracing AI. What’s your practical approach?

AI, like any tool, is an enabler. The film industry has always used technology—from physical effects to CGI, and now AI. It streamlines processes and improves efficiency, much like Excel revolutionized accounting or Zoom enabled remote work. The key is to ensure AI serves the creative vision, not the other way around.

The human touch—intuition, empathy, narrative insight—remains irreplaceable. AI augments our capabilities, but artistic integrity must prevail.

What is your perspective on the Indian content market and its global potential?

India is a very large market with one and a half billion people, and we are well acquainted with the content business. TV played a crucial role in bringing content to every village in India, and in the last 25 years, satellite television has significantly grown the content business. For Indian storytelling to succeed internationally, we must produce content at global standards—not just in storytelling but also in execution.

With increasing collaboration with global platforms and exposure to international markets, Indian creative talent now has a great opportunity to excel and contribute to the world. This is a great moment in time, and collaboration among government, private sector, and creative professionals is essential for the rise of the orange economy.

AI in Content Creation:

Enhances workflow and efficiency
Serves, not replaces, creative vision
Complements human intuition and empathy

International co-productions have historically struggled in India despite 17 treaties. What’s your perspective?

Successful co-productions are rooted in authenticity—content made for a primary audience first and then traveling globally because of its real, rooted quality. The original Gandhi film, for instance, was a co-production with NFDC.

Most fruitful international co-productions are about supporting good cinema—investors who believe in the story, not just chasing blockbusters. For larger commercial films, economics must make sense independently. But for quality cinema, co-productions bring vital support from those invested in ideas and storytelling.

In the past eight years, is there anything you wanted to achieve but couldn’t?

There are several things we may have wanted to do but couldn’t, such as more co-productions with international studios. The Covid pandemic disrupted many plans when we were in a good space, and then there was a downturn in the US with the writer and actor strikes and a general slowdown.

These events dampened spirits and stalled some initiatives. However, I believe in the idea of a global village. If streamers are making the world a global village, creators should also approach content creation globally. Hopefully, India and our company, Applause, will continue to work towards that.

“If streamers create a global village, Indian creators must make content for that village.”

How are you building institutional strength beyond individual leadership?

Building an enduring institution means creating systems that thrive beyond individual leaders. Applause is designed around empowered teams—producers, marketers, directors, creative heads—each given the space to innovate and lead.

We’re a learning organization, growing with every project. The Aditya Birla Group provides financial muscle, but it’s the people, values, and commitment to quality that sustain us. Our team, including Deepak, Prasoon, Priya, Swati, Siddharth, Rahul & Rahul, Sunil, Pramod, Devnidhi and Maansi, to name a few, have all grown with Applause.

What does India need to realize its creative economy potential?

India’s creative economy has immense potential, but it requires infrastructure investment and policy support. The number of cinema screens has dropped from 16,000 to 9,000—streaming alone can’t compensate that retail revenue loss. We need more affordable theatre screens. We need better facilities, single-window clearances, and international-standard policies.

Streaming platforms are a boon, but global acceptance requires international-quality production. With the right exposure and cross-pollination, Indian talent can excel worldwide.

Looking ahead, what excites you most about Applause’s future?

We’re expanding in scale—moving into movies with the same variety and quality as our series. Animation, unscripted content, and new genres are all on the horizon. The upcoming Tamil film “Bison” by Mari Selvaraj is a great example of our ambitions.

I believe in creating content for a global village. Streamers are building this global village, and Indian creators have a tremendous opportunity to contribute lasting, meaningful stories.

How do you view the current era compared to previous decades?

I prefer the present because it’s where we are and where our opportunities lie. Nostalgia has its place, but the present is filled with unprecedented opportunities for Indian storytelling to shape global narratives.

We are at an inflection point—Indian content can become truly global while staying rooted. Achieving that balance, combining global sophistication with the Indian soul, will define our success in the next decade.

Gandhi’s Timeless Lessons for Creators