After over a decade of navigating the dynamic world of film marketing, Khyati Madaan—whose professional journey includes marquee names like Red Chillies Entertainment, Disney India, and Maddock Films—has turned the page to begin a fresh chapter as a producer.
With her newly launched banner Not Out Entertainment, she intends to champion cinema that not only entertains but resonates. Drawing from years of crafting marketing strategies for more than 50 films, Madaan is now stepping behind the camera to help shape the very stories she once promoted.
Charting a New Course in Cinema
Khyati’s foray into the film world was anything but conventional. Hailing from esteemed institutions like the Indian Institute of Management (IIM) and the National Institute of Fashion Technology (NIFT), she entered the industry without lineage or backing—an uncommon feat in the often-insular corridors of Bollywood.
Her journey began with an academic breakthrough in 2011, when she built India’s first statistical box-office prediction model as a student. The model forecasted the fate of 32 releases with a stunning 95% accuracy, instantly drawing attention and paving the way for a path rarely walked.
Khyati Madaan Wants To Redefine Bollywood’s Boundaries
Explaining her approach to producing, Khyati laid out her intent clearly: “Bollywood is at an interesting crossroads. Despite having more access to audience feedback and data than ever before, many films are still failing to connect at the box office. As a producer, my ambition is to revive or bring Bollywood’s overlooked genres that audiences genuinely want to enjoy on the big screen. It’s about making storytelling truly democratic again.”
Her words reflect a strategic yet heartfelt vision—one that balances creative ambition with consumer insight. As someone who once decoded what makes audiences tick, she’s now ready to deliver cinematic experiences built on both instinct and analytics.
A Diverse Debut Slate: Bold Genres, Familiar Appeal
Not Out Entertainment is wasting no time in getting started. Its first production is the sequel to a well-loved musical thriller, which has already completed filming and is headed for a summer theatrical release. While the project remains under wraps for now, its announcement promises to draw attention, given the genre’s prior success.
Up next, Madaan has onboarded acclaimed storyteller Habib Faisal—of Do Dooni Chaar and Ishaqzaade fame—for a fresh, Delhi-set narrative. The film, a slice-of-life drama, signals Faisal’s return to mainstream storytelling. With a cast that includes National Award winners, this collaboration aims to blend nuanced emotion with accessible storytelling. The title and full cast will be disclosed soon.
Genre Mashups and New Frontiers: The ‘Rom-Hor-Com’ and Beyond
One of the more intriguing titles in her pipeline is Abhootpurva—a portmanteau of “unprecedented” in Hindi. The film is poised to blend tragic romance with comedic horror, a concoction Khyati dubs a “Rom-Hor-Com.” Set in 1990s Agra, it promises a blend of nostalgic charm and innovative tone, bridging the familiar with the unexpected. The project is scheduled to roll by the end of the year.
More Stories in the Making: Biopics, Sports, and Mass Appeal
Beyond the initial trio, two more projects are in the casting phase: one is a biopic that is expected to spark conversation, while the other is a genre-defying entertainer aimed at wider demographics. Not Out Entertainment also has its eyes on India’s sporting fervor. A cricket-focused series is currently under development, aiming to offer a fresh angle on the nation’s favorite game—moving past the traditional tournament narratives and into something more layered and exploratory.
In an industry often driven by dynasties and formulaic ventures, Khyati Madaan’s evolution from behind-the-scenes strategist to creative producer is a narrative worth spotlighting. Armed with a rare mix of academic excellence, marketing expertise, and instinctive storytelling flair, she is poised to bring a refreshing perspective to Hindi cinema.
Read More: The Naked Gun Trailer Unveils Liam Neeson’s Hilarious and Action-Packed Reboot
