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AGP is exploring different genres to target different audiences, says Ashvin Gidwani

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MUMBAI: With adult comedy being the current flavour of Bollywood, Ashvin Gidwani Productions (AGP) has certainly broken the norm by introducing the same into theatre. And Ashvin Gidwani, head honcho of AGP, has no regrets about it.

The prominent theatre personality says, “Indian audiences are very open to mature content. Most of our adult comedy shows run to full houses and I’ve never seen people come out with frowns on their faces”.

Ashvin Gidwani Productions has been tapping into the many genres of comedy with an aim to cater a larger spectrum of audience. It has been hugely successful with plays like ‘Battle of Da Sexes’, ‘History of India VIRitten’, ‘Blame It on Yashraj’ and more. The reason these plays are super successful is because, according to Gidwani, “Audiences see a mirror of their lives or the ones of the people they know to relate to the play.”

With most of his plays being staged across the globe, Gidwani agrees the future of Indian theatre is indeed bright. He further adds “our work is adapted as we tour various cities in India as well as internationally.” Each play is customized according to the audience it is targeted at.

With these efforts, AGP has set its objective of growing a niche market supported by educating the masses about original homegrown theatre. Gidwani, who has not only introduced a new genre of theatre, signs off saying “modification of content is the key to the globalisation of the Indian theatre industry.”

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