Producer Sunjoy Waddhwa reflects on nearly three decades of storytelling and the importance of creative experimentation in television. Known for impactful shows like Balika Vadhu and Saat Phere, he emphasizes the need to move beyond tried-and-tested formulas to keep content fresh and engaging.
With extensive experience in the craft, Sunjoy Waddhwa and his production company Sphereorigins — co-founded with his wife, Comall — have been part of the entertainment industry for nearly three decades, delivering over 12,000 hours of content. Shows like Balika Vadhu, Saat Phere: Saloni Ka Safar, and Gangaa have not only challenged societal norms but also resonated with audiences across the globe. These locally rooted stories ventured beyond traditional boundaries, sparking curiosity by engaging viewers through fresh visuals and innovative storytelling approaches.
Drawing from his vast experience in producing successful shows, Sunjoy Waddhwa shares, “I believe the audience always looks forward to unique stories, but it’s equally important to consistently uphold creativity in storytelling. As content creators, we must continue experimenting and strive to deliver fresh concepts, because it’s an ever-evolving process. If you offer something different, audiences are more likely to sample it. They may not always enjoy it — for various reasons — and that’s okay. But a new idea is more likely to catch their attention.”
Sunjoy Waddhwa further explains that experimenting with new content truly excites him. “Tried and tested elements can still play a role in certain storylines, but it really depends on how differently and creatively they’re presented, and that comes down to good writing. I believe we are naturally more drawn to unique subjects. Of course, this approach has its pros and cons — something very different might not work at all, but it could also become a massive hit. The same applies to familiar stories.”
“If you only rely on what’s already been done, you won’t bring anything new to the table. Eventually, that approach may be rejected. So when I have to choose, I would always lean toward experimenting with something fresh and different,” Sunjoy Waddhwa adds.
As content today caters to a wider and more diverse audience, Sunjoy Waddhwa observes that television shows have become more authentic and grounded — even to the point of being deglamorised. On this shift, he says, “TV shows are now more real and relatable because the flashy elements have taken a back seat, and storytelling has become the primary focus. With Balika Vadhu, we prioritised the narrative, whether it was a character’s struggle or a social issue. It’s about understanding that essence and weaving it meaningfully into the story.”
