At the 12th CII Big Picture Summit 2025, one of India’s most influential storytellers, Ekta Kapoor, took center stage to share her insights on creativity, intuition, and the emotional core of content creation. In a room filled with media leaders, creators, and industry disruptors, Ekta once again proved why she remains a driving force in the Indian entertainment ecosystem.
During an interactive session with the host, Ekta effortlessly distilled her decades of experience into a single powerful idea: “Primary emotion catches the audience before anything else.” According to her, while research and data can offer valuable context, it is the emotional resonance of a story that truly determines whether it will connect with viewers.
Speaking further on the role of research in storytelling, Ekta shared a candid perspective. “There was a search,” she explained, “but what I have realized is that once you catch a primary emotion, you catch the whole thing.” She emphasized that research typically focuses on what has already happened—valuable, yes, but ultimately limited. “I truly believe it… research is usually about what happened; it can never tell what will happen.”
Her remarks sparked both reflection and amusement among attendees, as she openly joked that her media colleagues might “hate her” for saying it out loud. But her point stood firm: audience empathy beats analytics. In an era dominated by algorithms and data-driven greenlighting, Ekta’s reminder that instinct and emotion remain the beating heart of storytelling felt both refreshing and timely.
As always, Ekta Kapoor left the stage with a mix of wisdom, wit, and disruption—reinforcing her position as a creator who trusts her gut, honors human emotion, and continues to shape narratives that resonate across generations.
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