In a significant move bridging India’s creator economy and traditional entertainment, digital content creator Amit Bhadana has signed an exclusive multi-platform agreement with Saregama. The partnership will include his debut feature film, where he takes on the roles of lead actor, writer, and director. The film is currently in development under the Saregama banner.
This makes Bhadana the first Indian YouTuber to lead a theatrical project across all three creative fronts. The collaboration also includes a music video produced by Saregama, as well as exclusive representation for Bhadana’s live shows and branded content partnerships.
Bhadana, who first gained popularity in 2017 for his relatable, Hindi-language sketches, was the first individual Indian YouTuber to cross 20 million subscribers. He now has over 24 million subscribers and more than 2.5 billion views on the platform. His content stands out for its rooted storytelling and wide appeal, especially among audiences in Tier II and Tier III cities.
Past projects such as Sipahi, SSC, and Parichay have shown his ability to balance humor with emotional storytelling. These projects have consistently performed well on digital platforms, often generating cultural resonance beyond just views.
Speaking about the partnership, Bhadana said this was more than a personal milestone. For him, it represents a shift in how creators can now shape entertainment at scale. “Collaborating with a legacy label like Saregama gives me the chance to bring stories to new platforms and wider audiences. This is an important step not just for me, but for digital creators across the country.”
Vikram Mehra, Managing Director at Saregama, noted that working with creators like Bhadana is a natural extension of the company’s broader strategy. “Amit has built a deep connection with today’s audiences through authentic and culturally grounded content. We believe this partnership reflects the changing nature of storytelling in India.”
The deal comes at a time when legacy music and media companies are increasingly collaborating with digital-first talent. As younger audiences shift toward creator-led content, these partnerships reflect a larger rethinking of how entertainment is developed and consumed in India.
