Tanveer Bookwala is CCO, Balaji Motion Pictures

He was earlier the vice-president content at Balaji Motion Pictures.

Tanveer Bookwala has been promoted to chief creative officer of Balaji Motion Pictures. Prior to this, he was vice-president, content. Although design and creative studios have had a CCO position as the highest-ranking position of the creative team, this new position is created to give a formal structure to the creative process. In his new role, Bookwala will continue to report to Tanuj Garg, CEO, Balaji Motion Pictures. In addition, he will closely work with Ekta Kapoor and Sameer Nair, group CEO, Balaji.

According to Bookwala, with the elevation, he has a creative onus on all the movies produced under the Balaji Motion Pictures banner. He will be overseeing all the departments including casting, styling, music, colouring, editing - the whole Creative Nine Yards.

"It actually makes me as happy as it makes me nervous because, now, there is a huge added responsibility and commitment to the whole thing. But it's also extremely gratifying, to have extremely successful people like Sameer and Ekta put their trust into my creative instinct."

The entire creative team of the production house will now directly report to Bookwala. Since Balaji is a creatively driven studio, so all form and function essentially flows from creative. In that sense, production will also work closely with him, as will marketing and distribution.

The challenge, Bookwala adds, is to effectively manage large teams, to create an exciting creative synergy together. "To battle pre-conceptions and to work with new talent both on-screen and off is a challenge. The principal challenge of course, is to offer a hypnotic confluence of action, drama, romance and thrill - without compromising on creative integrity or vision and keeping costs in check."

Bookwala has close to a decade's experience in the industry. He started his career with Balaji in 2005 as an associate creative head on a show called 'Kya Kahein'. He even directed a show called 'Kandy Floss' for the production house.

He moved to Endemol India in 2009 and spent three years with the company before he re-joined Balaji Motion Pictures in April 2012. He has been associated with progressive cinema from his Endemol Days, where he was instrumental in acquiring the Hindi remake rights to the Malayalam superhit, Traffic.

To Bookwala, Balaji is his home ground. He has worked with the company in various roles like associate creative head, creative head, director, AVP - Balaji Motion Pictures. Over last few years, he has been an integral creative part of Balaji movies including Kyaa Super Kool Hain Hum, Ragini MMS 2, Kuku Mathur Ki Jhand Ho Gayi, Shaadi Ke Side Effects, Main Tera Hero and Ek Villain. He also co-wrote the script for the Sunny Leone-starrer, Ragini MMS 2.