Balaji Telefilms has announced the launch of Hoonoor, a new talent management vertical under Balaji Telefilms Digital, marking the strategic expansion of the company’s integrated entertainment ecosystem. The move reinforces Balaji’s long-standing focus on artist development, career planning and structured representation across television and digital platforms.
Ekta Kapoor announces Hunur, Balaji Telefilms’ dedicated talent management vertical
Designed to work in an increasingly platform-driven entertainment landscape, Hoonur aims to provide focused representation that brings together talent development, content strategy, brand alignment and audience engagement. This vertical is positioned to provide long-term career direction to artists while creating access to diverse creative and business opportunities.
The initiative will be led by Mohammad Nagman Latif, an industry professional with over 11 years of experience in talent management and entertainment strategy. Nagman previously founded and led Iconic Entertainment, where he built a reputation for progressive artist representation and career-based management. His appointment signals Balaji Telefilms’ intention to adopt a more structured and forward-looking approach to talent management.
Talking about the vision behind Hoonoor, Ekta Kapoor, Joint Managing Director, Balaji Telefilms, said, “At Balaji, we have always believed that every artiste deserves the right environment to thrive. Talent flourishes only when it is supported by a platform that understands its individuality and long-term potential. With Hoonoor, we are creating a curated space where artistes are given focused attention, strategic guidance and opportunities that connect with It’s about shaping who they are and where they can go, not just managing assignments.”
Hunnoor already represents a growing list of talent across television and digital platforms. The portfolio includes names like Madalsa Sharma, Sahil Uppal, Rohit Chandel, Simba Nagpal, Tejasvi Prakash and Shubhangi Atre.
Many of the artistes managed by Hunnoor are also a part of one of India’s most anticipated upcoming reality television formats, The 50. The various talents featured in the show include Urvashi Dholakia, Riddhi Dogra, Shiv Thackeray and Shiney Doshi.
Commenting on the broader industry relevance of the initiative, Nitin Burman, Chief Revenue Officer, Balaji Telefilms, said, “The industry today is moving towards deeper collaboration across content, platforms, and brands, with talent at the center of that ecosystem. Hunur allows us to look at these relationships in a more cohesive and long-term way. By connecting talent more closely with our content and digital networks, we are strengthening how partnerships are built, how audiences are engaged, and How value is created in the ecosystem.”
With the launch of Hoonoor, Balaji Telefilms continues to strengthen its integrated entertainment model by combining content creation, digital strategy and talent representation, positioning itself to support the next generation of artists in a rapidly evolving media environment.
