Following the success of Andaz, Shikha Kapur, Amit Chandra, and Prabhat Choudhary have launched The SOURRCE, an industry-first story library dedicated to capturing authentic Indian narrative. The first tale is sourced by acclaimed director Rajkumar Hirani, who also serves as Chief Creative Mentor. The Sourrce aims to give the process of gathering ideas and thoughts for narrative and screenplay creation some structure. It has built a deep, first-of-its-kind chain of tales across India’s diverse terrain, which covers 21 states. On a regular basis, scouts from Kashmir, the North East, the Hindi heartland, Punjab, Bengal, Maharashtra, and the southern regions transmit tales and ideas to the Source’s development team in Mumbai.
On a continuous basis, the development team at The Sourrce is collecting an array of fantastic story inputs from across the country, ranging from actual horror stories to folk tales, unique human achievement stories, and rich mythology. The Source also has teams dedicated to unearthing untold stories in the medical, legal, and business worlds. The Source will give a membership to its archive to the whole industry, as well as curate tales according to development briefs. Furthermore, the relationship with Ormax Media will provide insights and public input to the production team by creating an appeal score for each story before it reaches the library.
“At Ormax Media, we have been rigorously evaluating ideas for films and series over the last decade,” says Shailesh Kapoor, Founder & CEO, Ormax Media. But our partnership with The Source is particularly unique in that it allows us to participate in the creative process from the beginning, from the insight or idea to the narrative and finally the screenplay. The importance of audience insights cannot be overstated in a fast-changing industry, and I’m delighted that The Sourrce’s executive team is devoted to using audience inputs in their quest to create outstanding content for the Indian theatrical and digital markets.” “This is a very compelling notion and is something that our industry needs,” says Rajkumar Hirani, filmmaker and Chief Creative Mentor. The content pipeline has ballooned, and the industry is in desperate need of new ideas. The Source organises the process of generating innovative ideas. While I would not be engaged in the company’s day-to-day operations, I would be coaching and leading the creative staff.