Famous Studios is restructuring its business under its managing director, Anant Roongta to bring creative development, production, post-production, VFX, brand solutions, digital media, AI, IP creation and distribution under one business.

Founded in 1946, Famous Studios has been associated with India's film and advertising industries for eight decades. The company has also been involved in technology and production milestones, including becoming Asia's first air-conditioned studio and introducing early film and post-production technologies in India. Its music legacy includes Lata Mangeshkar and Asha Bhosle recording their first duet together at the studio.

Under the new structure, Famous Studios will offer capabilities across the content journey, from developing an idea and producing it to post-production and final distribution. The business will also develop original IPs while providing brands, filmmakers and creators with access to multiple capabilities through a single partner.

The company is also bringing distribution and audience targeting into the model, with a focus on connecting content with audiences across platforms.

The business is structured across four verticals: Post-Production & VFX, Brand Solutions, Films & Original Content, and Digital Media. The verticals cover creative development, production, VFX, CGI, editing, sound, colour, branded content, IP creation and digital-first content.

Its recent work includes Animal, Kalki 2898 AD, IB 71 and Article 370. Its Films & Original Content and Digital Media businesses are also being expanded, including Ground Zero, its digital-first platform that is moving into YouTube Shorts and other formats.

AI is being integrated across concept development, visualisation, production, VFX and post-production. Famous Studios is also working on projects combining AI, CGI and traditional production, while retaining human oversight of creative quality, visual language and brand requirements.

The restructuring also comes with a change in the company's physical footprint. Famous Studios' Mahalaxmi facility, which had hosted filmmakers, actors, artists, production houses and broadcast operations over the years, is no longer its corporate base. The company's corporate office has moved to Santacruz, while its studios now operate from Andheri West.

The Mahalaxmi facility was also associated with sporting and cultural broadcasts, including FIFA Qatar and IPL broadcast operations during its Jio era.

Roongta said, The content industry is moving towards greater integration, speed and creative collaboration, and we believe 'Famous' has a role to play in shaping that shift. We have always been early to recognise where the industry is headed, and this is the next step in that evolution. By bringing production, VFX, post, technology, IP, Brand Solutions, Films, AI, Social Media and emerging formats together under one ecosystem, we are making it simpler for brands and creators to move from an idea to execution with one connected partner. For us, innovation has always been about staying ahead of the curve and continuously creating what the industry needs next."

He added, “The new business strategy is intended to address an increasingly fragmented content landscape, where brands and content makers often work with multiple specialist partners across different stages of a project. At Famous Studios, these capabilities can now be accessed through one connected ecosystem, creating greater continuity between creative, production and execution while simplifying the journey from brief to final delivery.”