Mumbai, September 17, 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 ₹3.09 lakh crore (US$46 billion), there is a growing demand for fresh, diverse talent, particularly from regional markets. At the forefront of this change is CastingVibe (https://castingvibe.com), a newly launched online casting platform that is revolutionizing how actors—especially from regional industries—are discovered and cast.
The Shift from Traditional to Digital Casting: An Industry-Wide Transformation
For decades, the Indian entertainment industry has been dominated by a small circle of casting agencies, relying on personal networks and proximity to major hubs like Mumbai and Chennai. This system often left talented regional actors with limited access to opportunities, pushing them to rely on informal channels to land roles in mainstream cinema.
Post-COVID, these challenges were further compounded as in-person auditions became nearly impossible, slowing down the entire talent discovery process. However, the rise of OTT platforms like Netflix, Amazon Prime, and Zee5 is forcing the industry to rethink casting. With the consumption of regional-language OTT content growing at an annual rate of 22.6%, according to the FICCI-EY report, there is an increasing need for fresh talent from across India. This shift toward digital content, combined with a growing appetite for diverse, multilingual projects, has created fertile ground for platforms like CastingVibe (https://castingvibe.com) to thrive.
“The demand for regional actors has never been higher,” says Harshit Mhatre, CEO of CastingVibe. “However, the traditional casting system doesn’t allow these actors to access national-level opportunities easily. We launched CastingVibe to bridge this gap and make sure every talented actor, regardless of where they come from, has access to casting opportunities.”
Harshit Mhatre: Leading the Digital Casting Revolution
Harshit Mhatre, a seasoned industry expert with over 19 years of experience, has worked as PR Head for Zee Entertainment and Star Plus, overseeing major campaigns and managing talent across the entertainment landscape. His extensive experience leading PR campaigns for over 100 films and 80+ GEC TV shows with the Zee and Star networks has given him valuable insights into the challenges of talent discovery. He also played a key role in the launch of Planet Marathi, the first Marathi OTT platform, which was introduced by actress Madhuri Dixit, focusing on providing opportunities specifically for regional actors . Having worked closely with 500+ celebrities and influencers, Mhatre understands the hurdles faced by regional actors trying to break into mainstream entertainment.
His vision with CastingVibe is clear: to democratize the casting process by providing a platform that levels the playing field for actors across India. CastingVibe gives actors the tools they need to showcase their talent without the restrictions imposed by traditional systems.
“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: A Game-Changer for Regional Talent
CastingVibe (https://castingvibe.com), 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 to the platform, CastingVibe is removing a significant financial barrier for actors, particularly those from smaller towns and rural areas. These actors, who were traditionally excluded from mainstream casting processes due to their geographic location, now have the same opportunities as their urban counterparts. Notably, CastingVibe has already attracted many known leading regional actors, joining the platform to explore new opportunities and expand their reach.
Prarthana Behere’s Experience with CastingVibe
CastingVibe has already onboarded several well-known Marathi actors, with more than 30 leading actors now using the platform, including names like Bhushan Pradhan, Hruta Durgule, and Poorva Gokhale. Among them is Prarthana Behere, a renowned Marathi actress with 2.7 million followers, who recently joined CastingVibe to take control of her career. Known for her outstanding performances in films like Mitwaa, TV shows such as Mazhi Tuzhi Reshimgath, and the popular Hindi series Pavitra Rishta, Prarthana is leveraging CastingVibe to find roles that align with her evolving artistic vision. Her profile can be viewed on CastingVibe, where she actively explores new casting opportunities.
“CastingVibe has given me a platform to explore roles that truly resonate with me,” says Prarthana. “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.”
Prarthana’s endorsement further enhances CastingVibe’s credibility, demonstrating its ability to cater to both emerging talents and established actors, making it a go-to platform for those looking to shape their own careers..
Priyanka Salunkhe’s Experience with CastingVibe
The platform is also making waves with casting professionals. Priyanka Salunkhe, Casting Head at Balaji Telefilms, shared how CastingVibe has transformed the way her team approaches talent discovery:
“Finding the right talent and face for our upcoming series has always been a challenging task, particularly post-COVID when traditional auditions were nearly impossible. CastingVibe proved to be a game-changer for us. With their detailed profiles and matching capabilities, we successfully discovered talented artists from across India without requiring them to travel to Mumbai for auditions. Recently, the actor we selected for a key role through CastingVibe has exceeded our expectations in performance. This platform has not only simplified our casting process but has also brought exceptional regional talent to our fingertips with just one click, providing us with more options for selection.”
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.
Free Services for Actors: Opening Doors for Aspiring 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.
“By providing free services, we are removing a significant barrier to entry for talented actors who cannot afford expensive agency fees,” Mhatre explains. “This allows actors from all backgrounds to compete on a level playing field.”
Partnerships with OTT Platforms and Production Houses
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.
Since its launch, CastingVibe has already onboarded 1,000 actors and facilitated hundreds of casting opportunities. The platform has ambitious plans to onboard an additional 5,000 actors and secure 20 new production house partnerships by the end of 2025, ensuring a constant flow of opportunities for its users.
Empowering Regional Actors: CastingVibe’s Commitment to Inclusivity
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.”
The Future of Casting in India: Digital is the New Frontier
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.
“The future of casting is digital,” says Mhatre. “We’re creating an open-access system where talent can thrive regardless of geography or connections. This is just the beginning.”
With ambitious growth plans, a strong industry presence, and a clear focus on empowering regional actors, CastingVibe is set to redefine casting in India’s entertainment industry and lead the digital casting revolution.