Mumbai: Balaji Telefilms has announced the launch of Hoonur, a dedicated talent management vertical under its Balaji Telefilms Digital division. The move marks a strategic expansion of the company’s integrated entertainment ecosystem, reinforcing its commitment to nurturing artists, shaping careers, and creating structured opportunities across digital and broadcast platforms.
Hoonur has been conceived to offer focused representation in an increasingly platform-driven industry, where talent development, content strategy, brand alignment, and audience engagement must work in sync. The vertical aims to provide artists with long-term career direction, strong positioning, and access to diverse creative and commercial avenues.
The initiative will be led by Mohammed Nagman Lateef, an industry professional with over 11 years of experience in entertainment and talent strategy. Nagman previously founded and led Iconic Entertainment, where he built a reputation for progressive talent representation and career development. His appointment signals a forward-looking approach to how Balaji Telefilms plans to identify, manage, and elevate creative talent.Beyond individual representation, Hoonur reflects Balaji Telefilms’ broader vision of building a structured environment where artists are supported not only through opportunities but also through thoughtful career planning and strategic alignment with the evolving media landscape.
Ekta Kapoor, Joint Managing Director, Balaji Telefilms, said, “At Balaji, we have always believed that every artist deserves the right environment to grow. Talent thrives when it is supported by a platform that understands its individuality and long-term potential. With Hoonur, we are creating a curated space where artists receive focused attention, strategic guidance, and opportunities that are aligned with who they are and where they they can go. It’s about shaping meaningful journeys, not just managing assignments.”
Hoonur already represents a growing and diverse roster of talent across television and digital platforms. The portfolio includes well-known names such as Madalsa Sharma, Sahil Uppal, Rohit Chandel, Simba Nagpal, Tejasswi Prakash, and Shubhangi Atre, among others.Several Hoonur-managed artists are also part of “The 50,” one of India’s most anticipated new reality television formats. Hoonur talent featured on the show includes Urvashi Dholakia, Ridhi Dogra, Shiv Thakre, and Shiny Doshi.
Nitin Burman, Chief Revenue Officer, Balaji Telefilms, shared, “The industry today is moving toward deeper collaboration between content, platforms, and brands, with talent at the center of that ecosystem. Hoonur allows us to approach these relationships in a more cohesive and long-term manner. By aligning talent more closely with our content and digital network, we are strengthening how partnerships are built, how audiences are engaged, and how value is created across the ecosystem.”
