Animeta signs ‘Shitty Ideas Trending' founders to its Starmaker program

Animeta has announced the signing of Mohit Hussein and Chhavi Mittal, the founders of ‘Shitty Ideas Trending’ or SIT, to its Starmaker program.

The program brings together a suite of business solutions paired with Animeta’s tech-AI enabled tools that aid content strategy, to unleash bespoke creative-content, and monetisation linked opportunities. 

Hussein and Mittal had identified the power of providing relatable entertainment and connecting with a digital community of viewers a long time back. The husband-wife duo left their careers in TV to start their own content brand and found their sweet-spot in creating various web-series and sketches in the relationship-based comedy space. 

Today SIT has established itself as a popular social video brand, known for its comedy, one-liners and quips, and characters, played by actors from the TV industry.

“I am at core a story-teller and an ideas person, who has grown over time, a reasonably strong understanding of what resonates well with our audience,” Hussein said. He added, “There is so much more that we as SIT would love to create for them, in the form of more stories, new characters, exploring different formats and platforms. But often managing the business and operational side of things takes up a lot of our core team’s bandwidth. This is exactly where we found Animeta’s starmaker offerings to be a perfect fit, bringing the right complementary strengths.”

Devdatta Potnis, CEO, Animeta, said, “Starmaker is a first of its kind program that aims to help creators derive the maximum value out of their overall creative output. It starts with helping them build their content strategy and the actual creative ideation, in a more intuitive and data informed way. Some of the AI-tech enabled solutions that we are building in-house, are designed to spark fresh creativity, while the creators also get access to a dedicated team that provides regular publishing and content optimisation support.”

He added, "Onboarding SIT is indeed a big moment for the team. Chhavi and Mohit are true pioneers in the digital entertainment landscape of India, and an inspiration for many others. Our collaboration signifies a powerful synergy between two forces driving the evolution of digital entertainment, and we are excited about the limitless possibilities we are ready to explore."

Mittal said, “The cast will surely have some good laughs listening to our voices dubbed in different languages. On a more serious note, the best part of social media for us, is the community we are able to build through our content. The prospect of connecting with whole new language-based audiences, is surely going to be a wonderful experience that I am greatly looking forward to!”

Biswamitra Ray, Head of Branded Content and IPs at Animeta, said, “Brands are always on the lookout for content partners who have a deep connect with their audience and can drive endorsement in a seamless and entertaining way. SIT’s creative storylines and a well-defined character universe, present a strong potential for impactful brand integrations, as well as building dedicated series-based IPs.”