A wedding is an integral part of a person’s life – a personal experience full of various deep emotions which cannot be described enough in words, no matter how hard someone tries. But the next best thing to describing the feeling is capturing it – in photographs and videos. Experiential weddings have become the flavour of the season, where different elements have their distinct role to play.
Founded in December 2021 post-pandemic, Play the Novel (PTN) has emerged as a distinguished name in the realm of wedding photography and films. Established by industry experts and filmmakers Raveena Doshi and Khozema Udaipurwala, Play the Novel is dedicated to crafting emotionally compelling films. Unlike fleeting trends and songs, stories possess a timeless power to evoke emotions that endure for years, and this belief is at the heart of their creative vision.
Currently, PTN manages approximately 30 high-end weddings annually, with plans to double this number in the upcoming years. PTN’s key clients are individuals who deeply appreciate artistic vision and have compelling stories to tell. At present, they cater to high-profile celebrities, prominent influencers, and couples with extraordinary narratives.
Doshi is a filmmaker and editor with a passion for storytelling. With eight years in the film industry, she began as an editor, working with various companies. Her love for Bollywood and documentary storytelling inspired Play The Novel to merge cinematic beauty with compelling narratives. Doshi’s filmmaking journey began at 14 when she created her first video using Windows Movie Maker.
Udairpurwala is a trailblazing wedding filmmaker and editor deeply rooted in storytelling. His journey began at 19 as a video editor, where he sharpened his skills through drama and theatre at Mumbai’s Prithvi Theatre.
Doshi and Udaipurwala – Co-founders at Play The Novel, are committed to sharing authentic stories that delve deep into relationships and cultural nuances. With Play the Novel, they aim to redefine the bar of exceptional cinematic storytelling in the wedding photography and film segment. Their dedication to excellence has been recognised with both a gold and a silver award in the Best Films category at the Wow Awards in their inaugural year.
Talking to Everything Experiential in an exclusive chat, Doshi and Udaipurwala discuss how PTN is taking experiential weddings to the next level, their distinct strategy, contributing to creating memorable wedding experiences and more.
Edited excerpts:
In the journey of three years and with both of you coming together with your respective strengths and experience in this industry, how has PlayTheNovel evolved in the area of wedding photography as well as taking experiential weddings to the next level?
Raveena: Both Khozy and I began our journey as video editors before founding PlayTheNovel, so we were initially unfamiliar with many business aspects. Our first project itself was an influencer wedding, which had the potential to make or break us. We took a leap of faith, and it worked out for us.
After that initial success, we invested a lot of time in researching new technologies and trends in the wedding industry because, post-Covid, the industry saw a major shift towards more intimate weddings, editorial photography, minimalism, and aesthetics.
Our different viewpoints have been crucial in shaping our work. While Khozy’s approach is practical and Bollywood-inspired, I focus on capturing emotions and aesthetics. Our strategy has been to merge these styles in our films. The grandeur of large crowds or flashy elements doesn’t excite us as much because, at our core, we are filmmakers. We had a clear vision that our work should resonate not just in the present but also years down the line. We focused on building a brand that isn't centred on fleeting trends but on creating a lasting legacy, ensuring that couples would feel the same emotions even years after their wedding day.
I believe one of our biggest challenges was navigating the business side of things. Transitioning from a creative to a business mindset was tough, but we have managed to overcome this by building a team that supports us in areas where we need help.
Khozy: Raveena and I come from distinct backgrounds within the same industry, which brings a unique contrast to our work.
In Western countries like the United States and those in Europe, weddings often focus on intimate storytelling— vows, speeches, and personal moments are central, with people being more expressive in one-on-one interactions. In contrast, Indian weddings are all about grandeur. Even a gathering of 250-300 guests is considered intimate here, with a focus on creating a spectacular experience through impressive locations, lavish décor, and entertainment. The scale and opulence are key aspects of these celebrations. This is where our backgrounds come into play.
Raveena started her career editing white weddings, which are more story-driven and personal. Meanwhile, I have experience with the large-scale, dynamic nature of Indian weddings, where focusing on storytelling can be challenging.
I am good at handling the grand scale of Indian weddings, while Raveena brings the ability to tell the story in the way it needs to be portrayed.
Experiential weddings are not just a buzzword anymore, it has become a much-demanded format that most couples are looking at today. How does PlayTheNovel, through its services and techniques, look at redefining the experiential wedding space in its unique way, especially when several others are offering similar kind of services? What is your distinct strategy to stay ahead of your competitors?
Raveena: In a short span of time, we've developed a specialisation that people are starting to notice. Our clients often say, "It's not a PTN video if it doesn't make you cry." That's because we uniquely combine grandeur, aesthetics, emotions, and storytelling in a way that truly stands out.
We wanted to fill a gap in the industry by merging cinematic experiences with deeply personalised stories. This ensures that the emotions and moments we capture will resonate just as strongly years later. We don't just focus on the couple but also include the perspectives and emotions of their family and friends.
Inclusivity is at the heart of what we do. We create films that explore various aspects, such as overcoming religious barriers and highlighting family perspectives. We dedicate a specific day for interviews with family members to uncover and capture unspoken emotions. To stay ahead, we constantly integrate new advancements to enhance the cinematic quality of our work while preserving the emotional depth.
Khozy: Our strategy aims to blend the different styles we discussed earlier. When Raveena and I worked for other companies, we noticed a gap that not many were addressing. Major companies in the industry were either focusing on storytelling or the cinematic experience, but we believed both were equally important.
We like to craft our videos with a 60-40 ratio: 60 per cent focuses on the story of the couple and the bonds within their families—an aspect not many people know about. The remaining 40 per cent is dedicated to enhancing the celebration with a cinematic experience, capturing details like the venue or the portraits in an editorial and aesthetic manner. This cinematic value enriches our storytelling further.
To sum up, our main focus is on the story and the emotions. We aim to evoke happy tears by the end of our films while also capturing the grandeur and beauty of the wedding through our lens.
Whether it is wedding photography, documentary-style wedding films, customised music tracks, or wedding novels, what is the exclusive flavour that PlayTheNovel adds to each of these formats that helps it stand out from the clutter?
Raveena: We don’t believe in following the traditional route. Recognising that each couple's vibe is different, we avoid a one-size-fits-all approach. Instead, we get to know the couple better to tailor our services to their vibe, and their story and add a modern touch to it. Whether it's wedding photography, documentary-style wedding films, customised music tracks, or wedding albums, we always strive to do something different that truly fits the couple.
For example, we call our wedding albums ‘wedding novels’ because they break away from traditional formats. Each album is custom-designed to tell the couple's story through a unique layout, adding personalised content and photos to narrate their journey together. This approach is something that sets us apart in the industry. Likewise, our films are more than just documentaries; they are ‘visual novels’, reflecting our name, PlayTheNovel.
We aim to create an exclusive experience that reinforces our identity as a boutique brand. You cater to both, Indian and NRI clients. What are the similarities and differences that you note in their tastes, preferences, and understanding about providing customised services and executing experiential weddings to this varied set of audiences? Also, any particular trends that are more dominant and prevalent in particular markets/countries/Indian locations – if yes, what are those and why?
Khozy: We’ve observed some distinct similarities and differences in the tastes and preferences of Indian and NRI clients when it comes to customised services and experiential weddings.
Similarities: One major similarity is the emphasis both groups place on family. For both Indian and NRI clients, family is paramount. Many NRIs choose to return to India for their weddings to share the celebration with loved ones, especially grandparents who might not be able to travel abroad.
Differences: NRI clients often seek a deep cultural connection in their weddings. They prefer incorporating traditional Indian customs, vibrant colours, and a ‘palatial’ feel, which reflects a rich, culturally rooted aesthetic. This doesn’t necessarily mean a literal palace but rather a celebration that embodies the grandeur and traditions of Indian culture. In contrast, clients living in India are increasingly leaning towards a more modern and Western approach. They tend to favour subtle tones and contemporary designs over the previously popular saturated colours and traditional styles.
From the perspective of PlayTheNovel, what are the key elements that define an experiential wedding, and how does PlayTheNovel play its role in contributing to creating more memorable and meaningful celebrations?
Khozy: From our perspective, a great experiential wedding boils down to a few key elements: proper planning, good communication, and really getting to know the couple. Honestly, if the planning isn’t solid, everything else can fall apart.
We make it a point to take our time with things like site visits and have regular chats with our clients over Zoom or in person. This way, we’re all on the same page, and there are no surprises for us or the couple when the big day arrives. Plus, we like to show up a day early to meet the family and do some interviews. This helps us understand their dynamics and get everyone comfortable with us. When the family feels at ease, it makes capturing the wedding day so much smoother and allows us to document all those genuine, heartfelt moments.
Understanding this from PlayThe Novel’s point of view and its role in executing experiential weddings, how do you view experiential weddings balancing contemporary values with traditional aesthetics and desires for personal and emotional engagement during their celebrations?
Raveena: It’s all about finding that sweet spot! When we document a wedding, whether it’s traditional or modern, our focus is always on the moments that happen during those traditions. For example, it’s not just about the couple putting on the varmala; it’s the reactions that follow that truly make a film or a photo memorable. We love capturing those unspoken moments—like the parents standing by, reminiscing about their kids' childhood and feeling a sense of pride, or a little girl watching the bride, dreaming about her own future. It’s all about how we interpret those moments.
While we honour the traditional rituals, we also emphasise the emotions and stories that unfold during those rituals, blending the old with the new in a way that resonates deeply. How does PlayTheNovel contribute to successful and memorable experiential weddings as a filmmaker? How does your approach to documentation enhance the storytelling of these events?
Raveena: Our approach to filmmaking is all about finding the depth within each moment of a wedding, from the Haldi ceremony to the wedding itself. Even in the midst of a vibrant Sangeet, when the energy is at its highest, along with the part, we also focus on capturing the quieter, more emotional moments—like the tears of joy from loved ones who see a long-awaited dream come true, or the poignant sadness of a parent as their child prepares to leave home.
It's these nuanced details that we strive to highlight. While many can document a celebration, we specialise in capturing the emotions and intimate moments that truly tell the story of the day, creating a more profound and memorable experience.
Khozy: In an Indian wedding, whether it’s a grand affair or an intimate gathering, the family or couple often experiences a whirlwind of emotions. However, surrounded by hundreds of people, they might find it difficult to express these feelings openly. This is where we come in.
Our interview sessions are a crucial part of our work. It has taken us thousands of interviews to master the art. It's not about the person giving the right answers; it's about us asking the right questions at the right moments. We don’t aim to make someone feel a certain way; rather, we help them express their true emotions.
Our success lies in our approach: conducting the interview in a quiet, indoor setting with just two people, allowing for a genuine, heartfelt conversation. We understand that it can often be easier to express oneself to a stranger who provides comfort, rather than to loved ones, as the fear of judgment disappears. Yet, building a bond with the person you’re speaking to is essential. Only then will they truly open up. This is the skill we have mastered and are most proud of.
How does PlayTheNovel utilise technological innovations and creativity in executing experiential weddings?
Khozy: Keeping up with technology is both beneficial and challenging for us. Trying out new gear is like driving a car before hitting the racetrack, and technology has been evolving rapidly over the past decade. We conduct multiple concept shoots or pre-shoots before using new gear at a wedding. In a wedding celebration, it only takes a second to miss a crucial moment.
We use the Sony A7S III and Sony FX3 cameras, which are the best for delivering high quality in a compact size—essential for wedding celebrations. The autofocus technology these cameras offer is phenomenal and widely used in the wedding industry. It ensures we don't miss a moment, as a wedding moment can be lost in the blink of an eye. These cameras allow us to focus less on the equipment and more on capturing the essential moments.
Now, let's talk about the most crucial aspect of this industry: data backup. It might not sound like a major task, but it's incredibly important. The world still doesn't have a 100 per cent reliable offline backup solution, so making multiple backups immediately after the event is vital. Without our footage, we are nothing, so keeping it safe is paramount.
We take five backups for every wedding—two on solid-state drives and three on Lacie hard drives, which are highly reliable as of 2024 To enhance the cinematic feel of our films, we use cutting-edge tools like FPV drones, offering a more immersive and dynamic perspective than traditional aerial drones. Our films are shot in 4K resolution, meticulously colour-graded, and enhanced with sound design to create a truly cinematic experience.
What are the tips that you would like to offer to couples planning experiential weddings in terms of venues, décor, filmmaking, storytelling techniques to utilise, etc.?
Raveena: For me, it all comes down to working with people who truly take the time to understand you and your vision for your wedding. It's vital to choose vendors who treat you like family rather than just another client, as they are handling one of the most important aspects of your life. This personal connection makes everything feel seamless and ensures that your wedding reflects your unique story and journey.
Personalisation is key. When your guests leave your wedding, they should carry with them a sense of your individuality as a couple. Your wedding should be a true reflection of who you are, making it memorable and special. It’s about making sure every detail tells your story, so it’s not just another wedding they’ve attended but a celebration that feels uniquely yours. And most importantly, choose the right team for your photography and films.
After the three-day celebration is over, it’s the photos and videos that will last for years to come. So make sure you invest in a team that will capture the essence of your wedding in a way that you’ll cherish forever.
According to you, what are the trends and innovations that are expected to disrupt the wedding filmmaking and photography category as well as the experiential wedding industry?
Khozy: In my view, we’re just at the beginning of an exciting evolution in wedding filmmaking and photography. The quality of wedding films and photos is beginning to match the Netflix-caliber productions, and there's so much more on the horizon.
Raveena: We've already introduced advanced drones and high-end cameras into our work, and we're exploring innovations like creating custom music and using facial recognition technology for instant photos. Just think about the transformation that’s already taking place—it’s truly remarkable! The industry is set for even more groundbreaking changes that will elevate the entire experiential wedding experience.
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