Srotaswini Mohapatra
Pune, 17 Sep 2024
The casting landscape in India is undergoing a radical transformation, fueled by the rise of digital platforms that are breaking down traditional barriers and democratizing access to opportunities. With the Indian media and entertainment industry valued at over Rs 3.09 lakh crore ( $46 billion), there is a growing demand for fresh, diverse talent, particularly from regional markets. At the forefront of this change is CastingVibe, a newly launched online casting platform that is revolutionizing how actors—especially from regional industries—are discovered and cast.
Harshit Mhatre, with over 19 years in the industry, has served as PR Head for Zee Entertainment and Star Plus, managing major campaigns and talent. His experience includes leading PR for over 100 films and 80+ GEC TV shows, and he was instrumental in launching Planet Marathi, the first Marathi OTT platform, with actress Madhuri Dixit. Having collaborated with over 500 celebrities and influencers, Mhatre understands the challenges regional actors face in mainstream entertainment. With CastingVibe, he aims to democratize the casting process, offering a platform that enables actors across India to showcase their talent without traditional restrictions.
“CastingVibe is here to disrupt the monopoly,” Mhatre says. “We are democratizing casting by making it accessible to anyone, anywhere. Our mission is to ensure that talent is judged by skill, not by connections.”
CastingVibe launched in early 2024, is a digital casting platform that provides free services for actors. Actors can create profiles, upload headshots and demo reels, and showcase their skills to casting directors, production houses, and OTT platforms across the country. The platform’s goal is to eliminate the need for actors to be physically present in casting hubs like Mumbai or Chennai, allowing them to connect with industry professionals from anywhere in India.
By offering free access, CastingVibe eliminates a major financial barrier for actors, especially those from smaller towns and rural areas who have been traditionally excluded from mainstream casting. This platform now provides them with the same opportunities as urban actors. CastingVibe has already attracted several prominent Marathi actors, with over 30 leading names, including Bhushan Pradhan, Hruta Durgule, and Poorva Gokhale, joining the platform. Notably, Prarthana Behere, a renowned Marathi actress with 2.7 million followers, has also joined to manage her career. Known for her roles in Mitwaa, Mazhi Tuzhi Reshimgath, and Pavitra Rishta, Prarthana is using CastingVibe to find roles that match her evolving artistic goals, and her profile is actively available for new casting opportunities.
“CastingVibe has given me a platform to explore roles that truly resonate with me,” says Prarthana Behera. “It has opened doors to casting opportunities I might not have found otherwise. It’s empowering to have control over my career and pursue roles that challenge me artistically.”
The platform is also making waves with casting professionals. Priyanka Salunkhe, Casting Head at Balaji Telefilms, highlighted how CastingVibe has transformed the way her team approaches talent discovery.
This endorsement from a major casting professional underscores the value CastingVibe brings to the table—offering convenience, efficiency, and access to a broader pool of talent.
Unlike traditional casting agencies, which often require hefty fees or commissions, CastingVibe offers its basic services to actors completely free of charge. Actors can create profiles, upload their portfolio, and get discovered by casting directors and producers—all without the burden of agency fees.
CastingVibe is quickly gaining traction in the industry due to its strong partnerships with various OTT platforms and production houses, both directly and indirectly. These collaborations allow the platform to offer casting opportunities across a wide range of projects, including web series, films, and regional content. Industry professionals, including casting directors, are leveraging the platform’s capabilities to discover new talent.
The platform’s focus on regional actors is a direct response to the growing demand for diverse talent in India’s entertainment industry. With regional content booming across OTT platforms, the need for fresh talent from local markets has never been more urgent. CastingVibe offers actors from regional industries like Marathi, Tamil, Telugu, and Bengali cinema the chance to be seen by casting directors and production houses on a national level.
“CastingVibe is designed to bring regional talent into the spotlight,” says Mhatre. “Actors from remote regions no longer need to be in Mumbai or Chennai to get noticed. Our platform ensures their talent is showcased to the right people, wherever they are.”
As the entertainment industry continues to evolve, digital platforms like CastingVibe are set to play an increasingly central role in how actors are discovered and cast. By leveraging technology to provide free services and eliminate barriers, CastingVibe is breaking the traditional monopolies in casting and ensuring that talent from all corners of India has the chance to shine.
For more details aspirant can visit CastingVibe official website https://castingvibe.com
