Neela Films’ Asit Kumarr Modi on building an expansive ‘Taarak Mehta’ universe

Neela Films, known for its long-running hit show, ‘Taarak Mehta Ka Ooltah Chashmah’ (TMKOC), is making a bold move into the digital world through Neela Mediatech. Investing Rs 24 crore and leveraging the TMKOC IP, the company is set to diversify into gaming, animation, and e-commerce. With a goal of achieving 100 million game downloads by March 2024, Neela Mediatech aims to elevate entertainment for its 60 million-strong viewer base. Their gaming platform, ‘TMKOC Play’, will offer free-to-play games, cloud-based adventures, blockchain quests, and animated shows, catering to a broad audience from children to adults, with already over 5 million downloads.

Meanwhile, the flagship show, ‘Taarak Mehta Ka Ooltah Chashmah’ has achieved a significant milestone with the successful completion of 15 years. This iconic Indian television show has not only entertained millions, but has also played a vital role in addressing societal issues and promoting positive change.

Asit Kumarr Modi, Creator, Producer and Managing Director of Neela Film Production and Neela Mediatech, has been well known for his role as author and creator of the popular show series. In this interview with Adgully, Asit Kumarr Modi reflects on the remarkable journey of ‘Taarak Mehta Ka Ooltah Chashmah’ and its impact on the Indian society. He discusses how TMKOC has embraced the concept of “edutainment”, incorporating educational elements while maintaining its comedic essence. Additionally, he shares insights into the show’s adaptation to evolving viewer preferences and its expansion into new media formats. Finally, he provides a glimpse of upcoming projects and developments that fans of TMKOC can look forward to in the near future.

Congratulations on the successful completion of 15 years of ‘Taarak Mehta Ka Ooltah Chashmah’. Could you share some reflections on the journey and the impact that the show has had over these years?

We extend our heartfelt gratitude to our viewers, whose unwavering support has made this journey possible. ‘Taarak Mehta Ka Ooltah Chashmah’ has embarked on an extraordinary path, transcending the realm of television entertainment.

Over the years, the series has transformed into a cultural phenomenon, promoting family togetherness and leaving an indelible mark on both Indian television and society. The enduring success of the show is a testament to its ability to connect with audiences from all walks of life and across generations.

The characters of ‘TMKOC’, from the amiable Jethalal to the beloved Bapuji, have become household names, ingraining themselves in the hearts of the people. What truly sets this show apart is its distinctive combination of wholesome, family-centered humour and its commitment to addressing significant social issues.

Throughout its episodes, the series has delved into a wide range of topics, from hygiene and cleanliness to cultural diversity, gender equality, and environmental awareness. It has effectively utilised its platform to educate and raise awareness while providing entertainment to millions.

‘TMKOC’ has not only offered laughter, but also valuable life lessons, nurturing a sense of unity, positivity, and joy among its viewers. Its impact is evident in how it has seamlessly integrated into daily life for many, sparking conversations, inspiring social initiatives, and even influencing public campaigns.

As the oldest Hindi daily show running continuously since 2008, ‘TMKOC’ continues to be a source of inspiration and joy for all, thanks to the unwavering support of our cherished viewers.

‘TMKOC’ has not only been a source of entertainment, but has also addressed social issues and promoted positive change. Could you highlight a few instances where the show played a role in creating awareness or driving social messages?

‘TMKOC’ stands as the longest-running daily soap, deeply cherished by its viewers, and in turn, it has made a positive impact on its audience. The show has garnered acclaim for its dedication to tackling societal issues and instigating positive transformations through its episodes. TMKOC has also played a role as a spokesperson for government policies aimed at social betterment. Below are notable instances where the series has played a pivotal role in raising awareness and conveying social messages:

• Advocating the Swachh Bharat Abhiyan (Clean India Campaign): ‘TMKOC’ actively championed the Swachh Bharat Abhiyan initiated by the Indian government. The series depicted Gokuldham Society residents engaging in cleanliness drives, effectively highlighting the significance of hygiene and cleanliness in society.
• Celebrating India’s Rich Cultural Tapestry: The show has thoughtfully depicted various Indian festivals, thereby endorsing cultural diversity and unity. It serves as an educational platform, enlightening viewers about different traditions and celebrations, nurturing a sense of inclusivity.
• Promoting Traffic Rules and Road Safety: ‘TMKOC’ effectively conveyed the importance of adhering to traffic rules and embracing road safety measures to reduce accidents. The Mumbai police even employed the show’s catchphrases in their tweets to raise road safety awareness.
• Raising Environmental Awareness with Gokuldhamwasi: The show has played a pivotal role in promoting eco-friendly practices, conducting tree plantation drives, and advocating for the reduction of plastic usage. These efforts have motivated viewers to embrace more sustainable lifestyles.
• Highlighting Water Conservation: ‘TMKOC’ has dedicated episodes to the critical issue of water preservation. By doing so, it has heightened awareness about responsible water consumption and conservation efforts.
• Women Empowerment: Gokuldham’s women are portrayed as strong and independent women, challenging traditional gender roles.
• Senior Citizens

These instances serve as clear illustrations of how ‘TMKOC’ utilises its platform to provide entertainment while simultaneously conveying crucial social messages. The show’s remarkable talent for seamlessly integrating humour with meaningful content has established it as a powerful means of catalysing positive change and promoting awareness about a wide range of societal issues. In an evolving world, we remain committed to adapting and evolving along with it.

The concept of edutainment has gained prominence, and ‘TMKOC’ has ventured into this space. Could you tell us more about how the show is incorporating educational elements while maintaining its comedic essence?

The surge in ‘edutainment’ has garnered significant attention, and ‘Taarak Mehta Ka Ooltah Chashmah’ has wholeheartedly embraced this concept. The show has skilfully woven educational elements into its content while staying true to its signature comedic style. Through its engaging storylines and relatable characters, the series consistently addresses relevant societal issues and imparts valuable life lessons, encompassing a wide range of subjects, from cultural diversity to moral values and social responsibilities. This seamless integration of themes not only ensures audience enjoyment but also enhances their intellectual enrichment.

Furthermore, ‘Taarak Mehta Ka Ooltah Chashmah’ features dedicated episodes that shine a spotlight on various educational initiatives and campaigns, emphasising the importance of literacy, health awareness, and other crucial topics. The show’s primary goal is to provide pure family entertainment filled with positivity, joy, and laughter.

Furthermore, the show has expanded its outreach through the ‘Taarak Mehta Ka Ooltah Chashmah’ Rhymes/ Baalgeet YouTube Channel, accessible in English, Hindi, Marathi, and Bengali. This channel offers a safe and enjoyable environment for children to explore Indian culture, values, and traditions through the medium of music and humour. There are also plans to introduce rhymes in additional languages in the near future.

As the world rapidly evolves, we remain committed to adapting to these changes. This multifaceted approach firmly establishes ‘Taarak Mehta Ka Ooltah Chashmah’ as a formidable platform for disseminating knowledge and promoting awareness among its extensive and diverse viewership.

With the changing landscape of content consumption, how do you envision the future of ‘TMKOC’? Are there any plans to adapt the show to cater to evolving viewer preferences?

The ever-changing landscape of content consumption and shifting viewer preferences are set to influence the trajectory of ‘Taarak Mehta Ka Ooltah Chashmah’ (TMKOC). As the entertainment industry continually undergoes transformation, it becomes essential for longstanding shows like TMKOC to adapt and remain relevant and engaging.

We put in dedicated efforts to keep our story ideas fresh, distinctive, and socially meaningful through continuing research. We strive to capture the pulse of our audience. When the show originally premiered, we didn’t have the benefit of social media platforms like Facebook and Instagram. Today, with the prevalence of social media and the emergence of OTT platforms, the show remains youthful and vibrant, beloved by its viewers.

With our presence on YouTube and various digital platforms, our aim is to connect with a younger, tech-savvy audience. The future of ‘TMKOC’ is likely to involve a combination of traditional television broadcasting and digital engagement strategies to cater to a diverse and evolving viewership. The key challenge will be to preserve the show’s core values and humour, while embracing innovations to stay current in the dynamic entertainment landscape.

The show has been known for its diverse and relatable characters. How do you ensure that these characters resonate with the audience in different formats, be it TV, digital, or gaming?

With a viewer base exceeding 60 million, ensuring the resonance of the diverse and relatable characters from ‘Taarak Mehta Ka Ooltah Chashmah’ (TMKOC) across various platforms such as TV, digital, and gaming demands a multifaceted strategy.

We have successfully achieved this by maintaining consistent characterisations, encompassing core traits, personalities, and quirks, regardless of the platform. While the character traits themselves remain steadfast, the manner in which these traits are portrayed must be adapted to suit the unique requirements of each format. For instance, in gaming, characters may need to engage with players in ways that differ from their interactions on television.

In digital and gaming formats, allowing the audience to interact with and make choices for characters can significantly enhance engagement. This might encompass storylines where user decisions shape the narrative or the opportunity for users to personalise their ‘TMKOC’ characters.

The key lies in striking a delicate balance between preserving the fundamental essence of the characters and tailoring them to meet the specific demands and expectations of each medium. This approach ensures that ‘TMKOC’s characters continue to maintain their relevance and endearment to audiences across diverse media platforms.

Finally, could you share a sneak peek into some of the upcoming projects or developments that fans of ‘TMKOC’ can anticipate in the near future?

Given the immense popularity of our existing intellectual property, we have expanded our operations into the realms of Gaming, Animation, and E-commerce through the establishment of Neela Mediatech, backed by an investment of Rs 24 crore. Our objective is to foster growth in the fields of Gaming, Animation, and E-commerce, while consistently broadening our reach across diverse platforms, ultimately building an expansive ‘TMKOC’ universe. Furthermore, we are actively working on the development of several new television shows to diversify our content offerings.