Production house Liwa Content.Driven‘s founder and executive producer Sagar Rege shares a snapshot of the current trends, opportunities and challenges in the regional production industry, touching upon the topics such as the adoption of sophisticated production techniques, localisation of content production and maintaining competitiveness in the industry.
How has the adoption of more sophisticated production techniques impacted client expectations and your work in 2024?
As the demand for content intensifies, production needs to be approached with efficiency and agility with a lens of what’s doable in defined timelines. Early collaboration with agencies and clients allows us to accurately define budgets, benchmark creative output, and realign concepts to fit both financial constraints and communication goals while being strategic at the core—whether animated, mixed media, tech-driven solutions or live action.
We leverage AI tools for process-driven productivity, and sharp thinking to ideate and produce at scale, while ensuring engagement is the key driver. By continuously refining workflows and harnessing creative potential, we push the bar to stay ahead of industry trends and consistently deliver fresh, impactful content within tight timelines.
Has the growing focus on the localisation of content production influenced production strategies considerably?
The demand for content that truly connects with local audiences is soaring. We prioritise hyper-localisation, using deep audience insights to craft relevant and impactful stories.
By tapping into local talent, authentic settings and culturally rich narratives, we ensure our content feels genuine and deeply rooted in local culture. Our agile approach is driven by strategic partnerships with local production houses, treating them as collaborators, not competitors. Through a blend of innovation, insights, and seamless collaboration, we consistently meet and exceed our clients’ evolving needs.
What are the main challenges that need to be addressed in the industry?
The industry faces significant challenges in maintaining competitiveness, from balancing high-quality output with shrinking budgets and timelines to navigating complex local regulations. The battle for top local talent is intensifying, and fostering diversity within teams is crucial.
To stay ahead, production houses must be agile, adapting to shifting market demands while delivering content that resonates across platforms and diverse audiences. We’ve addressed these pressures by integrating creative capabilities directly into our production house, offering a streamlined, end-to-end solution. This holistic approach—from concept to execution—ensures consistency, innovation, and strategic value, positioning us as a trusted partner able to meet the industry’s evolving demands while exceeding client expectations.
Has it become harder for production houses in the region to ensure long-term sustainability amidst
an increasing focus on project -based work?
Project-based work has always been at the core of our business, what sets us apart is the ability to understand and solve the communication objectives of clients and agencies. In today’s competitive landscape, it’s not enough to simply deliver but work as production partners who are flexible and adaptable. Our differentiator lies in the ability to go beyond the basics of production and deliver creative production through agility.
By blending creative insight with production expertise, we offer much more than just execution—we provide solutions that enhance content across various media and formats. This keeps us at the forefront, building strong, lasting partnerships with clients and agencies who leverage our capacity to think creatively and deliver with precision while understanding the task at hand.
