As ‘Saunkan Saunkanay 2‘ continues its impressive run at the box office, producer Jatin Sethi, the visionary behind Naad Sstudios, offers a compelling insight into his filmmaking philosophy, emphasizing the critical roles of scale, calculated risk-taking, and the burgeoning power of regional storytelling in today’s dynamic Indian entertainment landscape.
Sethi, who embarked on his entertainment journey in 2015 after a stint in real estate, founded Naad Sstudios in 2022, marking his formal foray into film production with the Punjabi blockbuster ‘Saunkan Saunkne’. The overwhelming success of the first installment, and now its sequel, has not only validated his strategic direction but also underscored his belief in expanding across genres and linguistic territories.
What truly sets Sethi apart is his audacious approach to content production in languages he doesn’t personally speak. He openly admits to not being fluent in Punjabi, Malayalam, Tamil, or Telugu, yet these are the languages in which he has actively produced films like ‘Maurh’ and ‘Annapoorni’, besides the ‘Saunkan Saunkne’ franchise. His secret, he reveals, lies in meticulous market intelligence, deep engagement with regional stakeholders and audiences, and a data-driven approach that prioritizes local insights and cultural context. This unique methodology allows him to greenlight stories that resonate deeply, even outside his linguistic comfort zone.
Sethi’s philosophy embraces variety not just as a creative choice, but as a shrewd business strategy. While some producers might niche down, he views each project as an opportunity to tell a new kind of story, be it the comedy of ‘Saunkan Saunkne’ or the social drama of ‘Annapoorni’. This expansive outlook, he believes, effectively hedges risk and maximizes reach in a competitive market.
Perhaps the most striking aspect of Sethi’s journey is his willingness to take calculated risks that often go against conventional industry wisdom. He recounts believing in mounting large-scale Punjabi films even when prevailing opinion advised otherwise due to perceived limited non-theatrical rights returns. However, ‘Saunkan Saunkne’, ‘Maurh’, and ‘Annapoorni’ – all high-investment projects – defied expectations, performing exceptionally well, including in streaming and rights sales. This conviction-driven risk-taking has enabled him to attract marquee talent, elevating the overall quality of his productions.
The success of ‘Saunkan Saunkanay 2’, which has emerged as the highest-grossing Punjabi film of 2025 within days of its release, further solidifies Sethi’s position as a key player in the regional cinema boom. The film, starring Ammy Virk, Sargun Mehta, and Nimrat Khaira, has captivated audiences with its madcap comedy and relatable narrative, proving that authentic, culturally rooted stories can transcend linguistic barriers and achieve widespread success.
Indeed, the landscape of Indian cinema is undergoing a significant transformation. Regional films are no longer confined to local pockets; propelled by the OTT revolution and a growing audience demand for authentic narratives, they are becoming national and even global sensations. The ability to connect with audiences through genuine storytelling, diverse themes, and cultural depth is driving this shift. Jatin Sethi’s strategic vision and risk-taking mindset perfectly embody this evolution, demonstrating how a deep understanding of regional nuances, coupled with a commitment to scale and quality, can lead to remarkable success in the vibrant tapestry of Indian cinema.