Director, writer, creator Swapna Joshi, who has helmed television shows like Kutumb, Kalash, India Calling, and Rang Badalti Odhani, has stepped into a new chapter of her career as the Creative Director at Paparazzi Entertainment. With over three decades of experience in television and film, Swapna has directed and produced numerous episodes across Hindi, Marathi, Gujarati, and English languages. From her early days as a production assistant at Ahmedabad Doordarshan in 1987 to helming major shows for Star Plus, Sony, and Zee TV, she has been an inspiration for many in the industry.
“After more than three decades in television and film, I feel it’s time to step into a new chapter where creativity meets technology. Joining Paparazzi Entertainment as Creative Director excites me because it’s a space where real and AI content blend, and where young, vibrant minds are constantly pushing boundaries. I look forward to sharing my years of storytelling experience while also learning from the fresh perspectives of this dynamic generation,” she shares.
When asked why she loves creating shows, Swapna says, “Storytelling has always been my passion. I believe every show is a new world waiting to be explored. The ability to connect with audiences, evoke emotions, and tell stories that reflect society’s changing dynamics is deeply fulfilling. Each show challenges me to bring something fresh, whether it’s a complex family drama or a social message wrapped in entertainment.”
Reflecting on what she has learned over the years, Swapna says, “The biggest lesson is adaptability. The industry constantly evolves. Trends, audience expectations, and technology change, but the core of storytelling remains strong characters, conflict, and resolution. I’ve learned to stay open, be patient, and always keep learning.”
Talking about her biggest challenge till date, she says, “Over the years, I often had to find that fine line between telling meaningful, impactful stories and ensuring the shows appealed to a broad audience and delivered high TRPs. It required constant negotiation, creative problem-solving, and sometimes making tough choices, but it taught me resilience and the importance of staying true to the story while being mindful of the business side of entertainment.”
Talking about how the entertainment industry has evolved over the years, she says, “From Doordarshan to OTT platforms, the shift has been massive. Today, storytelling is not bound by traditional formats. There’s more space for experimentation, global themes, and unconventional narratives. Technology has allowed creators to think bigger and execute ideas in ways we couldn’t dream of before.”
