The former captain ‘Cool’ of Indian Cricket, Mahendra SIngh Dhoni has ventured in the entertainment business signing a long-term partnership deal with production house Banijay Asia.
Dhoni Entertainment- a company which was created by the Chennai Super Kings(CSK) last year will now work together with Banijay Asia to create entertaining content across multiple of genres.
Banijay Asia is a 50:50 joint venture between independent content creation companies, Banijay, one of the world’s largest and Deepak Dhar.
“After my biopic, I always wanted to do something in the entertainment space,” Dhoni told ET. “It always captivated me, kept me gripped as there are a lot of fresh concepts I would like to bring; never-seen-before content to the table,” Dhoni said.
On partnering with Dhar and Banijay, Dhoni said, “I decided to partner with Banijay Asia for the quality of content they have created so far, and with this partnership, I look forward to bring something which is more than exciting and stimulating!”
Under the partnership deal, both entities will make investments to create premium content that will be distributed across platforms in India and South East Asian markets, said Deepak Dhar, founder of Banijay Asia.
“With the entire digital ecosystem evolving, we are seeing a great demand for content. Naturally, it is attracting big personalities. What we need is to bring in players with vision and credibility,” said Dhar. “Together, we are excited as we aim to bring an array of differentiated shows for our audiences across platforms.”
When asked what content the partnership will be working on, Dhoni said, “We are open to all kinds of subjects and not just restricting ourselves to sports for the background I have. We are working on various concepts right now and have few projects in the pipeline, which we will announce soon.”