Netflix India Spotlights The Growing Reach Of South Indian Storytelling At Cii Big Picture Summit 2026
Mumbai: At the CII Big Picture Summit 2026, Netflix India presented the session “Into the Southverse: Dissecting the South Indian Content Boom,” featuring Monika Shergill, Vice President, Content, Netflix India; Soundarya Rajinikanth, Showrunner and Producer of #Love; Elan, Director of Pyaar Prema Kalyanam; and Arjun Das, Actor in #Love, moderated by radio host Hrishikesh Kannan. The discussion explored how streaming is expanding the discovery of South Indian storytelling, connecting audiences across languages and cultures and creating opportunities for creators to experiment and reach viewers beyond their home markets.
Drawing on their experience across content, filmmaking, producing, and acting, the panellists discussed the distinctive storytelling traditions of South Indian cinema, from its cultural nuances and use of music to its contemporary themes and universal emotions, and how these elements are resonating with audiences in India and around the world.
Speaking about Netflix’s approach to storytelling in India, Monika Shergill, Vice President, Content, Netflix India, said: “South Indian cinema has extraordinary depth of talent, rich storytelling traditions and distinct creative sensibilities across languages. Each industry has its own storytelling grammar and audience preferences, and that diversity is what makes the region so exciting. What streaming has done is expand the scale of discovery for these stories, with South Indian titles on Netflix reaching the Global Top 10 across 60 countries this year. As audiences increasingly explore stories from different cultures and contexts, language is no longer a barrier to discovery. This gives us both the opportunity and the responsibility to experiment, back distinctive creative voices and take creative risks. I think that freedom to explore different kinds of stories across languages is one of the most valuable things streaming has unlocked for our industry.”
She further added, “We have South Indian films releasing on Netflix every week, and later this month, Netflix will have five South Indian releases on a single day, reflecting our strong commitment to South Indian stories. We’re excited by the quality of the work, the creators we collaborate with and the potential for these stories to reach audiences around the world. I encourage everyone to explore South Indian films and series across languages. They are a testament to India’s strength as a storytelling powerhouse, and I believe the Southverse has truly arrived.”
The discussion explored how stories can remain deeply rooted in their cultural contexts while finding relevance with audiences beyond their original markets. The panellists reflected on the role of distinctive creative voices, recognisable human experiences and compelling characters in bringing stories to life, while retaining the nuances that make each story and its world unique.
Soundarya Rajinikanth, Showrunner & Producer, #Love, said: “As a storyteller and producer, what I look for in a platform is trust in the stories we bring, and the belief that they have the merit to reach wider audiences. I’ve found that trust with Netflix, and I’m grateful for it. Equally important is partnership throughout the creative process, because audiences can respond to a story in unexpected ways. Streaming also allows stories to find audiences beyond their original markets. We’ve met people from France who watched With Love on Netflix and told us how much they enjoyed it, even though the film hadn’t been released theatrically there. For producers, that’s the value of streaming – a partner who believes in your work and a pathway to audiences you may not otherwise reach.”
When asked about the role of music in taking Tamil storytelling to global audiences, and how viewers in markets such as Spain and Italy are responding to this distinctive element of its cinema, Elan, Director, Pyaar Prema Kalyanam said, “I think music and songs are an integral part of Tamil cinema’s storytelling grammar. Having grown up watching these films, that influence naturally finds its way into my own work. When audiences explore cinema from another culture, they look for something distinctive that draws them in. The drama and emotions may be universal, but music and songs can offer that added layer of discovery, giving audiences around the world a glimpse into what makes Tamil storytelling unique.”
Hrishikesh Kannan brought a K-drama twist to the conversation, playfully suggesting that “T-boy Arjun Das” could be Tamil cinema’s answer to the global K-drama phenomenon. Responding with characteristic humility, Arjun Das, Actor, #Love shifted the focus to the richness of Indian storytelling and the talent across the country, saying, “There’s a huge audience that watches and loves Tamil cinema. Our stories are rooted in our culture, our emotions and the way we relate to our families, and that’s what we bring to audiences. We also have some fantastic actors across India who can be part of these stories. I wouldn’t put myself in that category just yet, but there’s so much talent out there.”
Together, the perspectives underscored how cultural specificity, creative ambition and universal human experiences can help South Indian stories find audiences well beyond their original markets.
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