Creator Ishika Shahi, known for shows like Jabb Zodiacs Met and Heer Sharma Gayi, believes that the platform matters less than the strength of the story. In a recent conversation, she shared insights into her creative process and the evolving landscape of digital content.
The Power of Unique Concepts
Shahi explained that her first show filled a gap in storytelling by tapping into a trending topic: zodiac signs. “Everybody wants to know what their zodiac is going to do… And to get so many zodiac personalities and make them interact with each other felt very interesting. It was something new… It wasn’t like a normal rom-com,” she said. For her, the concept must be distinct. “For me, the concept has to be very unique. Even today, I feel like on any platform, if the concept is strong and different, it works,” she added.
Challenges of the OTT Landscape
Discussing the OTT space, Shahi noted that while there are many platforms to showcase content, discoverability remains a challenge. “There are so many platforms you can put your content on. But discoverability is still a challenge… So while it’s easier to enter, it’s also more competitive,” she remarked. Despite this, she believes creators can maintain authenticity. “You can still be authentic in your storytelling… even if I know what works, I can still decide how I want to tell the story—whether I want a narrator or break the fourth wall,” she said.
Balancing Authenticity and Feel-Good Content
Reflecting on Heer Sharma Gayi, Shahi shared the vision behind the show. “We had this vision of a girl who is authentic, reckless, spontaneous, and unapologetic… while also understanding that feel-good content works well. So you kind of balance both,” she explained. Emphasizing emotional depth, she stated, “If your characters feel real and authentic, the audience will relate… that’s what helps the story go beyond just being viral.”
Portraying Gen Z
On the portrayal of Gen Z, Shahi offered a nuanced perspective. “Gen Z is actually very self-aware… We analyze everything… So I feel like that deeper layer is sometimes missing in how Gen Z is shown,” she said. Her approach aims to capture the complexity of a generation that is both introspective and expressive.
