Famous Studios is entering its next phase with a broader content play. Under the leadership of Anant Roongta, Managing Director, Famous Studios, the company is repositioning itself as an integrated creative and content business, bringing multiple stages of the content value chain under one umbrella.The idea is fairly simple: brands, filmmakers and creators can work with one partner across the journey, from developing an idea and producing it to VFX, post-production, IP creation and distribution.Founded in 1946, Famous Studios has spent eight decades growing alongside India's film, advertising and entertainment industries. The studio has been part of several milestones along the way, from becoming Asia's first air-conditioned studio and importing one of India's first film cameras to introducing new post-production technologies. Its musical legacy also includes Lata Mangeshkar and Asha Bhosle recording their first duet together at Famous Studio.Now, the company is bringing creative development, production, post-production, VFX, brand solutions, digital media, AI, IP creation and distribution together within a single business ecosystem. Alongside creating its own original IPs, Famous Studios plans to offer brands and content creators access to these capabilities through one connected partner.The larger focus, however, goes beyond creating content. Famous Studios is also looking to address what it sees as a gap in the current content landscape: ensuring that content reaches the right audience. The new model brings distribution and audience targeting into the mix, with the aim of connecting content with the right people, platforms and moments."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," says Anant Roongta, Managing Director, Famous Studios."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 adds.The business will operate across four key verticals: Post-Production & VFX, Brand Solutions, Films & Original Content, and Digital Media. Together, these cover creative development, production, VFX, CGI, editing, sound, colour, branded content, IP creation and digital-first content.The studio's recent work includes Animal, Kalki 2898 AD, IB 71 and Article 370. Its Films & Original Content and Digital Media businesses are also being expanded, with Ground Zero, its digital-first platform, moving into YouTube Shorts and other formats.AI is another key part of the new strategy. Famous Studios is exploring its use across concept development, visualisation, production, VFX and post-production. The company is also working on projects and collaborations combining AI, CGI and traditional production, while retaining control over creative quality, visual language and brand requirements.The repositioning also comes with a change in Famous Studios' physical footprint. Its iconic Mahalaxmi studio was once a familiar part of Mumbai's entertainment landscape, hosting generations of filmmakers, actors, artists, production houses and broadcast activity. It was also involved in major sporting and cultural moments, including FIFA Qatar broadcast activity and IPL broadcast operations during its Jio era.Today, Famous Studios' corporate office has moved to Santacruz, while its studios operate out of Andheri West.