Balaji Telefilms has announced the launch of Hoonur, a new talent management vertical under its Balaji Telefilms Digital division. This strategic expansion aims to nurture artists, shape careers, and create structured opportunities across digital and broadcast platforms. Hoonur is designed to provide focused representation in the platform-driven industry, assisting with talent development, content strategy, brand alignment, and audience engagement. The vertical will offer artists long-term career direction, strong positioning, and access to diverse creative and commercial avenues. The initiative will be led by Mohammed Nagman Lateef, who brings over 11 years of experience in entertainment and talent strategy, having previously founded Iconic Entertainment. Ekta Kapoor, Joint Managing Director, stated that Hoonur aims to create a curated space for artists receiving focused attention and strategic guidance aligned with their individuality and potential. Hoonur already represents talent such as Madalsa Sharma, Sahil Uppal, Rohit Chandel, Simba Nagpal, Tejasswi Prakash, and Shubhangi Atre. Additionally, several artists managed by Hoonur are featured in the reality television format "The 50," including Urvashi Dholakia, Ridhi Dogra, Shiv Thakre, and Shiny Doshi. Nitin Burman, Chief Revenue Officer, highlighted that Hoonur will enable deeper collaboration between content, platforms, and brands, with talent at the center, strengthening partnerships, audience engagement, and value creation. This launch reinforces Balaji Telefilms' integrated entertainment model, combining content creation, digital strategy, and talent representation.