Page 50 - MASALA Magazine Vol.15 Issue 3 | February - March 2024

Above and beyond, it is at the door of in a ‘meatier’ role, I ask them to
the producers that lies the tremendous tell me more about how they
accountability for the film’s success, and got to where they are today.
for the past two decades, this overwhelming
role has been superbly played by the brother What was your journey
duo and co-founders of Benetone Films: towards starting Benetone
CEO Rachvin ‘Vin’ Narula, 58; and COO Films? Where did the idea
Kulthep ‘Thep’ Narula, 49; with the latter begin, what was your initial
being part of my family since his days at the vision, and what exactly does
New York University (NYU) Stern School of your company do for each
Business with my son, who remembers him, project?
even back then, as someone who put his all Rachvin: Our filmmaking
into whatever he set out to do; a trait that I journey began almost like a
saw in both the brothers during my days on scene from a movie. Our father,
the set of the movie. Rajpal Narula, had a chance
encounter with an Indian
Rachvin and Kulthep founded the production actor/director/producer, Feroz
house two decades ago, after Rachvin finished Khan, who asked him to help
his MBA from George Washington University with a supposed six-day shoot in
and Kulthep finished at NYU Stern School Pattaya, Thailand. This turned
of Business. When I ask them what exactly into 45 days of production, and
their roles entail, Rachvin explains his dual though it was like being thrown
role as both CEO of Benetone Films and into the deep end, we learnt to
Chopstick Films, their subsidiary specialising swim fast and thus experienced
in high-end product shoots. “Both roles allow our unexpected entry into the
me to blend creative insights with operational film world.
and strategic management,” he explains. “I
focus on staying true to the artistic vision Kulthep: Starting Benetone
but ensure commercial success by doing Films was a bit like assembling
movies with content that has broad appeal, a complex puzzle without
like WANNABE(2022) and Congrats My Ex!, the picture on the box. From our initial
which have gained recognition on platforms unexpected foray into film line production,
like Viu and Amazon Prime Video.” we now handle everything from location
scouting to post-production, and are proud
Kulthep, meanwhile, as the COO, is more of our journey from novices to seasoned
focused on the narrative and field work side: professionals in the film industry. We chose the road less
“I’ve primarily dedicated myself to working on
compelling narratives while focusing on the What and when was the production travelled, but it turned
development and the production of films, and company’s first real break?
our digital and content division,” he says. “This Rachvin: Our first real break wasn’t a sudden out to be the right one,
means I’m often on the field, ensuring our big bang, but more of a gradual climb. At the
projects are executed flawlessly; to which the time, I was balancing our family’s chemical and set us on the journey
key has been effective delegation and trusting business, and Kulthep was managing our
the team to deliver while I manage the overall internet startup, Cyberia. Meanwhile, film to where we are today.
production flow. I’m also deeply involved in projects started coming in and juggling
the policy level for the Thai film industry, and everything stretched us too thin. We took
overseeing initiatives such as the Thailand the bold step of focusing on the film business,
Film Incentive Program and the ‘soft power’ which felt like jumping onto a new, exciting
initiatives by the current government.” path but without a map. about 30. Interestingly, this period turned out
to have a silver lining; it pushed us to pivot
I spoke to them further about their foray into Kulthep: It was a game-changer, and a tough from solely offering production services to
the unchartered waters of film production for choice for us to close down Cyberia and put developing our original intellectual property.
Thai-Indians, and they tell me about their all our bets on the film industry, especially
eagerness to continue their journey of bringing in a field as uncertain as film production, Kulthep: We shifted the focus from a
innovative stories to the screen through their and even more so in the Thai-Indian predominantly production-oriented staff
diverse projects which highlight both Thai community, where this wasn’t a common to a more creatively driven team, allowing
and Indian cultures, and our unique, Thai- path. We chose the road less travelled, but us to diversify our skill set and adapt to the
Indian meld. They are also committed to it turned out to be the right one, and set industry’s evolving demands. Today, our core
ensuring every production stays true to their us on the journey to where we are today. team stands at around 50, but depending on
creative vision, and are in fact already excitedly the project, we expand significantly, bringing
working on their second movie, set to release How many staff are with you full time, and in 80 to 500 freelance professionals. In peak
later this year on Prime Video, although this how many more when there’s a project? times and when managing multiple projects,
one will show their range by being vastly Rachvin: Prior to the pandemic, our team we’ve coordinated with over a thousand
different from Congrats My Ex! While in was almost a hundred strong. However, with individuals. It is the flexibility in our team size
the meantime I’m crossing my fingers and legs, the challenges of the COVID-19 pandemic, that reflects our adaptability and commitment
hoping for a future phone call to join the cast we focused on efficiency and scaled down to to evolving with the industry’s needs.

50 | MASALA MAGAZINE FEB-MAR 2024