New Delhi: EBG Group, a fast-growing multi-sector organisation with diversified interests across Mobility, Health, Realty, Lifestyle, Food, Services, Technology, and Education, has announced a major expansion of its creative ventures with the launch of EBG Films, alongside the integration of Button Creative. The move marks EBG Group’s strategic entry into India’s film, advertising, and content ecosystem through a joint venture aimed at building a scalable, multi-format content platform.
A long-standing creative partner of EBG Group, Button Creative brings deep expertise in advertising films, brand storytelling, and digital-first content, and will lead the Group’s advertising and branded content initiatives under the new collaboration. EBG Films, meanwhile, will focus on feature films, biopics, mythology-driven originals, and long-form storytelling, while EBG Shows will advance the Group’s podcast and audio initiatives.
Speaking on the partnership, Irfan Khan, Founder and CEO of EBG Group, said, “Under this new partnership, Button Creative will lead the Group’s ad films engine, while EBG Films will focus on feature films, biopics, mythology-driven originals, and EBG Shows will advance the Group’s mindful podcast initiatives. Further, EBG Films will allocate ₹50 crores annually to support content creators by funding films with budgets ranging from ₹1 crore to ₹5 crores. We have already produced one project, and more details will be revealed soon.”
As part of its film slate, EBG Films is set to collaborate with one of the biggest superstars in South India, who will be donning multiple roles. The upcoming projects include a biopic on Swami Vivekananda and Vayuputra. The Group is also partnering with Green Gold Animation Pvt. Ltd., creators of Chhota Bheem, and working with Shamsi Abbas, Executive Producer of Padmaavat, on select projects.
Highlighting the strategic value of the collaboration, Shafique Shad Fakih, Co-Founder of Button Creative, said, “While many traditional agencies are contracting, this partnership balances Button Creative’s instinct with EBG’s discipline and brand portfolio, allowing both teams to focus on ideas that genuinely move the needle.”
Rohit Prakash, Co-Founder of Button Creative, noted that the partnership enables creative freedom by reducing approval bottlenecks and fostering closer collaboration. He observed that constructive client feedback on work for brands such as Carlton Wellness, featuring Mrunal Thakur, creates an environment where impactful storytelling can thrive.
Emphasising the operational benefits of the integration, Akanscha Ravindra Srivastava, COO and Co-Founder of Button Creative, said the partnership strengthens Button Creative’s in-house studio capabilities while deeply embedding creative execution within EBG Group’s broader brand ecosystem and culture.
From the Group’s perspective, Hari Kiran, Co-Founder and COO of EBG Group, added, “In addition to film ventures, EBG Group is pursuing brand partnerships and marketing initiatives by creating branded content for Carlton Wellness and Acer Electric, while enhancing public engagement and visibility. Sustainability and social responsibility remain central to the Group’s mission. EBG Films will also launch a podcast series on underdog founders, sharing stories of entrepreneurial resilience to inspire the next generation of creators.”
He further said, “Our upcoming projects, spanning films, sustainability programs, and strategic creative partnerships, reflect this vision.”
