Balaji Telefilms has announced the launch of Hoonur, a dedicated talent management vertical under Balaji Telefilms Digital, marking a strategic expansion of the company’s integrated entertainment ecosystem. The move reinforces Balaji’s long-standing focus on nurturing artists, shaping careers and creating structured opportunities across television, digital and emerging platforms.

According to a press release issued by the company, Hoonur has been conceived to offer focused and future-ready representation in an increasingly platform-driven industry. The vertical aims to align talent development, content strategy, brand partnerships and audience engagement, while providing artists with long-term career direction and strong positioning across creative and commercial avenues.

The new initiative will be led by Mohammed Nagman Lateef, a seasoned industry professional with over 11 years of experience in entertainment and talent strategy. Lateef previously founded and led Iconic Entertainment, where he built a reputation for progressive talent representation and career planning. His appointment signals Balaji Telefilms’ intent to take a more structured and forward-looking approach to identifying, managing and elevating creative talent.

Beyond individual representation, Hoonur reflects Balaji Telefilms’ broader vision of building an ecosystem where artists are supported through thoughtful career planning and strategic alignment with the evolving media landscape. The vertical already represents a growing roster of talent across television and digital platforms, including Madalsa Sharma, Sahil Uppal, Rohit Chandel, Simba Nagpal, Tejasswi Prakash and Shubhangi Atre, among others.

Several artists managed by Hoonur are also part of ‘The 50’, one of India’s most anticipated upcoming reality television formats. The lineup includes Urvashi Dholakia, Ridhi Dogra, Shiv Thakre and Shiny Doshi, further underlining the vertical’s growing presence across marquee projects.

Commenting on the launch, Ekta Kapoor, Joint Managing Director, Balaji Telefilms, said the company has always believed that talent flourishes in the right environment. She noted that Hoonur is designed as a curated space where artists receive focused attention, strategic guidance and opportunities aligned with their individuality and long-term potential, emphasising that the goal is to shape meaningful journeys rather than merely manage assignments.

Nitin Burman, Chief Revenue Officer, Balaji Telefilms, said the industry is moving towards deeper collaboration between content, platforms and brands, with talent at the centre of that ecosystem. He added that Hoonur enables a more cohesive, long-term approach to partnerships by aligning talent closely with Balaji’s content and digital network, strengthening audience engagement and value creation.

With the launch of Hoonur, Balaji Telefilms continues to strengthen its integrated entertainment model, bringing together content creation, digital strategy and talent representation to support the next generation of media talent.