Karan Johar enters ad world with Dharma 2.0

The film-maker launches a new vertical of his company, Dharma 2.0 that will exclusively focus on creating ad films.

Ever since he took over the reign of his family banner (when veteran producer Yash Johar passed away in 2004), film-maker Karan Johar has registered success with his production company. Now, HT has learnt that Karan is expanding the company’s horizons. The banner has gotten into making ad films under their new vertical, Dharma 2.0.

Karan Johar is ready to direct an ad film if he is excited about the campaign.(Yogen Shah)

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“Yes, we have a new vertical now that has started internally. Punit (Malhotra; director) has always been making ads, so he suggested we should start an ad division because we have lots of in-house directors. They are doing good work in the world of advertising as well as feature films. So, we decided to add this new vertical to the company,” says Karan.

The film-maker adds that they have already worked on two campaigns including one with Priyanka Chopra that has already come out, and there are “a lot of enquiries” as they have become “a one-stop shop.” “I am excited that we are expanding. It was always the vertical that has inspired me. I was never keen to get into television, but I was always keen to get into advertising,” he says.

Read: Want to direct one film every two years: Karan Johar

Would he also direct an ad film soon? “I have never done it. But if I am excited about the campaign, I would love to. It’s challenging to tell a story in 30-60 seconds,” says Karan, who is known for his larger-than-life films.