Dharma 2.0

What Dharma 2.0 does

Dharma 2.0 is a Mumbai-based advertising and audiovisual production company that operates as the commercial content arm of Dharma Productions, the established Bollywood film studio founded by Karan Johar. Incorporated in 2015, the company produces TV commercials, brand advertisements, branded content, music videos, promotional films, and digital marketing assets on behalf of enterprise brand marketers across India and, selectively, international markets.

The company's central product is its curated director roster, comprising more than 20 directors including Karan Johar (flagship), Punit Malhotra, Vasan Bala, Shashank Khaitan, Abhishek Varman, Ali Abbas Zafar, Farah Khan, and Sharan Sharma. Dharma 2.0 functions as a talent aggregator and production-services intermediary, connecting brand marketers with directors whose primary careers sit in feature film production, and packaging that talent with production execution. There is no proprietary technology platform, software stack, or automation layer disclosed in available data — the value proposition is built on creative talent, the Dharma Productions brand, and relationship management rather than tooling.

Dharma 2.0 operates a project-based professional services model, charging production fees per campaign. With a lean team of approximately 9 employees, it serves a portfolio of more than 20 named enterprise clients spanning FMCG (Pepsi, Fanta, Lay's, Quaker Oats Muesli, Ariel, Whisper, Johnnie Walker), retail and e-commerce (Ajio, Reliance Trends, JioMart, Amazon Prime Video), telecom (Jio), jewellery (Reliance Jewels, Longines), healthcare (Netmeds, Prega News), travel (Goibibo), real estate (Danube Properties), and apparel (Riders, D'Decor). No pricing, revenue, contract value, or retention figures are publicly disclosed, and the company has no external institutional investment on record.

Name

Dharma 2.0

Legal name

Dharma 2.0

Website

https://dharma2pointo.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Dharma 2.0 is a Mumbai-based advertising and audiovisual production company and commercial extension of Dharma Productions. It produces TV commercials, branded content, music videos, and digital marketing assets for enterprise clients using a curated roster of 20+ directors.

Ownership category

akta.pro rank

Product category

Commercial Production Services

NAICS

Advertising, Public Relations, and Related Services (5418), Motion Picture and Sound Recording Industries (512)

SIC

Services-Advertising (7310), Services-Motion Picture & Video Tape Production (7812)

akta.pro primary industry

UGC (User-Generated Content) Production & Creator Networks (MPAAAHAF)

Keywords

• Commercial production services
• Advertising content production
• Branded content creation
• Brand campaign production
• Audiovisual production house

Headquarters

HQ city

Mumbai

HQ country

India

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales

Revenue model

1. Commercial and Advertisement Production: Project-based production of television commercials, digital content, and branded audiovisual materials for corporate clients. Revenue is generated through production fees for creating advertising campaigns on a per-project basis.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Dharma 2.0 is a premium commercial and content production house that produces television commercials, digital campaigns, music videos, and branded audiovisual content for major consumer brands. Leveraging a curated roster of acclaimed Bollywood directors led by Karan Johar, the company delivers cinematic-quality advertising content across industries including FMCG, e-commerce, retail, telecom, jewelry, healthcare, and lifestyle sectors.

Product overview

Dharma 2.0 is an advertising and audiovisual production company that serves as an extension of Dharma Productions. The company operates two primary offerings: Commercials Production and Content Production. They ideate, produce, collaborate, engage, and deliver best-in-class audiovisuals through their curated roster of directors and talent, enabling delivery of premium content to clients.

Differentiator

Problem solved

Functional benefit

Products and services

• Commercials Production Producing television commercials and brand advertisements for clients across various industries including FMCG, retail, jewelry, telecommunications, and lifestyle brands. Services are delivered through a curated roster of Bollywood directors led by Karan Johar.
• Content Production Producing branded content including music videos, promotional films, wedding-related content, and digital marketing assets for clients. The offering leverages the same directorial talent pool to produce digital-first content for streaming platforms and online marketing campaigns.

Named customers20 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Expansion highlights5 records

Broad incumbents

• Radical Media: Large global commercial and content production company working with A-list directors and brands — overlaps with Dharma 2.0's premium cinematic-advertising value proposition at a much larger scale.
• RSA Films: Globally established commercial production house representing high-profile directors — comparable premium, director-led commercial production model though operating at much broader international scale.

Direct peers

• Equinox Films: Mumbai-based commercial film production company serving enterprise advertisers with cinematic content, comparable in both talent model (curated directors) and target clients to Dharma 2.0.
• Nirvana Films: Mumbai-headquartered production house producing commercials, music videos, and brand films for leading Indian and global advertisers — comparable scale, service mix, and Bollywood talent roster.
• Toolkit Films: Mumbai-based production house producing TV commercials, digital films, and brand content for Indian and multinational advertisers — competes in the same premium production segment with similar director-talent approach.
• Corcoise Films: Indian commercial film production company producing premium TV commercials and digital content for major brands; competes for the same advertising mandates and Bollywood-adjacent director talent.
• Offroad Films: Indian commercial production company with a roster of directors producing TVCs and branded content for major advertisers — directly competes with Dharma 2.0 in the premium production-services segment.
• Chrome Pictures: Mumbai-based commercial and branded-content production house serving Indian advertisers with high-end TVCs and digital campaigns — directly comparable service offering and client base to Dharma 2.0.

Emerging players

• Wondrlab: India-based independent marketing and content agency with in-house production capabilities; competes for portions of Dharma 2.0's branded-content scope, especially for digitally-native and D2C brands.

Others

• Dharma Productions: Parent entity and Bollywood film production house led by Karan Johar; not a direct competitor but the brand-equity source, talent pipeline, and operational backbone for Dharma 2.0.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/dharma2pointo

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Dharma 2.0