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Even these big brands don’t make the series profitable, but Patil explains that YRF chief Aditya Chopra is investing a “small amount of money to see if we have the skillset to talk to this audience.” Patil keeps costs low by having a small team but leveraging the advantages of a big studio.

As You Tube is a global platform, the series are also reaching an overseas audience.

All the shows have been subtitled into English and ; we expected it from Spanish-language markets, which are close culturally, but we’ve also had a lot of feedback from Eastern Europe,” Patil says.

While Bollywood and south India’s mainstream cinemas continue to hold much of the country in thrall, there’s a growing awareness among local film studios and broadcasters that their audience is changing.“We’re the world’s youngest country – 50% of the population is below the age of 25,” says Ashish Patil, head of Yash Raj Films’ (YRF) youth label Y-Films.