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YRF Entertainment’s digital triumphs: A new era for Indian content on Netflix
The Railway Men: A milestone in Indian streaming
Indian studio Yash Raj Films’ streaming division, YRF Entertainment, has been making waves in the digital space, particularly with its series “The Railway Men.” This four-part mini-series, which premiered on November 18, 2023, has set a new benchmark for Indian content on Netflix. The show maintained its position in Netflix’s Top 10 series list for an impressive 100 consecutive days, a feat that underscores its widespread appeal. Not only did it captivate Indian audiences, but it also secured a spot in the Top 3 on Netflix’s Global Top Shows, holding its ground for several months.
For those who haven’t yet experienced this gripping series, you can watch the trailer and find more information here: The Railway Men.
Maharaj: A period piece that resonates globally
YRF Entertainment’s first movie collaboration with Netflix, “Maharaj,” directed by Siddharth P. Malhotra, has also made a significant impact. Released on June 21, 2023, this period piece quickly ascended to the second position on Netflix’s non-English film category top ten list. Its popularity is evident from the viewing figures, with over 8.5 million hours watched in its second and third weeks combined.
To delve into this historical drama, check out the trailer and more details here: Maharaj.
Akshaye Widhani on YRF’s streaming strategy
Akshaye Widhani, CEO of Yash Raj Films, shared insights into the company’s streaming strategy. “We always aim to produce content that can represent our country, our people, our culture, our values, and ambitions in its full glory to a global audience. We want to be proud of the content that we put out and, in turn, we want to make our country proud too,” he said.
Widhani emphasized the importance of content that transcends borders and languages. “We invest a lot of time in handpicking and polishing our stories because we believe it is always the content that survives the test of time and can transcend borders and languages,” he added.
The role of Netflix in YRF’s success
Widhani also praised Netflix’s support in marketing these titles to a worldwide audience. “We have a partner like Netflix with us, who trusted us in our vision and were committed to take these titles to the world,” he said. “We share this moment with Netflix, for their unwavering support, teamwork, clutter-breaking insight, and commitment to brilliance in content.”
The Romantics and future projects
YRF Entertainment’s success with “The Railway Men” and “Maharaj” follows its documentary series “The Romantics.” The company has two more projects in the pipeline: the film “Vijay 69” and the series “Mandala Murders.”
Widhani emphasized YRF’s commitment to telling Indian stories to a global audience. “We believe that the India story is what the world wants to see, engage, and discuss, and we want to be at the heart of it,” he said.
A diverse and ambitious future
As YRF Entertainment continues to expand its streaming slate, the company aims to work with top talent while also discovering new voices. Widhani promised a diverse lineup of projects across multiple genres, hinting at surprises to come. “Our three YRF Entertainment projects signal our ambition to be extremely risk-taking while putting content at the center of disruption. Our next lineup will only take this intent forward,” Widhani said.
In this evolving landscape, YRF Entertainment’s commitment to quality storytelling and its strategic partnership with Netflix are setting new standards for Indian content on global platforms. The future looks promising, with a diverse array of projects that will continue to captivate audiences worldwide.
