From Script to Screen: How India’s Entertainment SMEs Can Shine

India’s media and entertainment (M&E) sector is one of the fastest growing industries in the country, offering vast potential for small and medium enterprises (SMEs) engaged in film, music, gaming, digital content, event production and related fields. With the industry projected to reach ₹3.65 trillion by 2028, growing at a compound annual growth rate (CAGR) of 8.3%, SMEs have a valuable opportunity to innovate, differentiate and scale.

However, the sector’s dynamic nature, rapid digitalization and shifting consumer behaviour mean that traditional promotional methods are no longer sufficient. Entertainment SMEs must adopt agile, creative and tech-savvy strategies to build visibility and connect with diverse audiences in India and globally.

The Expanding Indian M&E Market

According to the FICCI-EY 2024 report, digital media has officially overtaken traditional television in terms of revenue contribution, driven by India’s rapidly growing internet user base, rising smartphone penetration and affordable data access. Platforms such as YouTube, Instagram Reels, OTT services and indie streaming apps have transformed how content is produced, distributed and monetized.

Simultaneously, traditional formats like cinema and broadcast TV continue to hold relevance, especially in regional and rural markets. This dual-track consumption pattern presents both challenges and creative opportunities for SMEs to straddle both digital innovation and cultural rootedness.

Moreover, regional content is seeing unprecedented demand. Tamil, Telugu, Marathi, Punjabi and Bengali language content is now achieving significant success across OTT platforms and theatrical releases. This democratization of content has created fertile ground for small studios, production houses, animation firms and creative freelancers.

Challenges Faced by Entertainment SMEs

Despite strong growth potential, many entertainment SMEs struggle with:

Limited marketing budgets
Low visibility amid platform algorithms
Lack of access to high-end production tools
Dependence on middlemen for distribution
Inconsistent monetization models
Unclear regulatory frameworks around IP, content censorship and digital taxes

Overcoming these barriers requires a strategic, multi-pronged promotional approach that leverages India’s digital momentum, government incentives and industry partnerships.

Build a Distinct Brand Identity

In a crowded entertainment marketplace, clarity of brand purpose matters. Whether you’re a music label, a regional film producer or an animation firm, define what sets your content or services apart. Create a consistent visual identity, tone of voice and thematic approach across all touchpoints – your logo, website, social channels, reels and trailers.

Leverage Social Media and Creator Platforms

Use Instagram, YouTube, LinkedIn (for B2B content), and newer platforms like Moj, Chingari and ShareChat for outreach. Instead of relying solely on paid ads, SMEs should focus on:

Behind-the-scenes content
Creative storytelling (like short-form narrative clips)
Cross-promotions with creators and influencers
Hosting interactive sessions (e.g., AMAs, live launches)

Embrace Niche Communities

Don’t chase virality – focus on building a loyal community. Whether you’re producing indie music, regional comedy, or animated kids’ content, engage with fan groups, subreddits, Facebook communities and niche OTT platforms. Hyper-targeted reach often yields higher engagement and word-of-mouth promotion.

Collaborate Across the Value Chain

Partnering with other SMEs – be it co-producing content, sharing distribution networks or jointly applying for government funding – can reduce costs and amplify reach. For instance, regional filmmakers can collaborate with local YouTubers or influencers for promotion instead of hiring expensive PR agencies.

Tap Government Schemes and Startup Incentives

The Government of India, through ministries like I&B, MSME and MeitY, has launched several initiatives to boost the creative economy. Some relevant support includes:

Single-window clearance for film shooting
Subsidies for animation and VFX studios
Incentives for OTT and e-gaming startups
Grants via Startup India, Atal Innovation Mission and State Skill Councils

Applying for such schemes or industry recognition can also double as a promotional tool.

Invest in Public Relations and Thought Leadership

Well-timed PR in trade media (e.g., Exchange4Media, AnimationXpress or regional dailies) can build credibility. Guest columns, podcast interviews and speaking at industry events help position your brand as a thought leader, even on a modest budget.

Optimize for Discoverability

SEO for entertainment is often ignored. Ensure your website is optimized for keywords like “Bengali indie film production,” “budget post-production Mumbai,” or “freelance animation services India.” Use platforms like IMDb, FilmFreeway and festival portals to list your work and improve search visibility.

Insights From WAVES 2025

The recently concluded World Audio Visual and Entertainment Summit (WAVES) 2025 in Mumbai highlighted India’s ambition to become a global hub for content creation. The event facilitated over ₹8,000 crore in Memorandums of Understanding (MoUs) and ₹1,300 crore in deals, emphasizing the sector’s growth potential.

For SMEs, WAVES 2025 underscored the importance of innovation, collaboration and embracing emerging technologies. Discussions centered around artificial intelligence in media, globalization of content and the impact of emerging technologies, providing a roadmap for SMEs to align with industry trends.

What the Future Holds for Indian Entertainment SMEs

The next phase of growth for entertainment SMEs will revolve around convergence: of digital platforms with traditional forms, of creators with marketers and of storytelling with technology. Artificial intelligence, virtual production, voice cloning and AR/VR experiences will become more accessible, reshaping how SMEs operate.

Moreover, the global appetite for Indian stories – from folklore to modern dramas – is creating export opportunities for even the smallest content creators. OTT platforms are actively scouting regional Indian content to cater to global South Asian audiences.

To succeed in this landscape, SMEs must continuously invest in building brand equity, adapting to new formats and finding unique ways to emotionally connect with audiences.

Promoting an entertainment SME in India is no longer about just spending on ads or pushing content – it’s about creating value, stories and experiences that resonate with audiences in a fragmented, digital-first world. With clarity of purpose, strategic collaboration and consistent brand storytelling, SMEs can not only survive but thrive in this rapidly evolving media landscape.