Just wondering ...

Applause, which is privately held, has been maintaining a low profile—despite producing a big hit like Sanjay Leela Bhansali’s Black, which released in 2005 and went on to bag as many as 58 awards.

Shamni Pande

Print Edition: 30 Dec, 2007

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What happened to Applause Entertainment, the company that marked the A.V. Birla Group’s entry into the entertainment industry?

In contrast to its high profile launch in 2003, Applause, which is privately held, has been maintaining a low profile—despite producing a big hit like Sanjay Leela Bhansali’s Black, which released in 2005 and went on to bag as many as 58 awards.

Then, it produces hit TV serials like Virrudh on Sony, Chandramukhi on DD and Mere Apne on 9X and has also produced the recently released crossover film Anita & Me.

The latest: its CEO Anshumaan Swami has put in his papers and the company is on the lookout for a new chief. The company, then, is very much like its promoter Kumar Mangalam Birla—no-nonsense, low profile and very businesslike.

Just wondering ...

Applause, which is privately held, has been maintaining a low profile&mdash;despite producing a big hit like Sanjay Leela Bhansali&rsquo;s Black, which released in 2005 and went on to bag as many as 58 awards.

Applause, which is privately held, has been maintaining a low profile—despite producing a big hit like Sanjay Leela Bhansali’s Black, which released in 2005 and went on to bag as many as 58 awards.