Under a special mandate from the Chairman, Avtar Panesar set up and helms this new division for YRF. Having been with the company for over 2 decades and being an integral part of the YRF success story, Avtar has a unique insight to the company. He is perfectly positioned to work on the building, protecting, preserving and taking forward the legacy of YRF through developing innovative derivative brand building and commercial revenue verticals, to build on the last 5 decades of the Studios success.
Having set up and managed International Operations, Avtar is a veteran with rare experience of helming international film and home entertainment markets for Indian cinema overseas. He has developed sustainable relationships in the complex space of international film distribution and contributed towards building the YRF brand both within the diaspora as well as non-traditional markets across the globe. Since 1997, Avtar has gradually seeded and developed inroads in film, home video and music markets in challenging international markets like UK and UAE as well as others. Using his previous professional learnings, he spearheaded music publishing, design and print for DVD packaging from London. He has executed fresh marketing and PR ideas and campaigns to popularize films and content distributed by YRF. His holistic approach to transparent, professional and lucrative international film distribution has helped bring Bollywood films to mainstream multiplexes in key international diaspora markets and beyond. He has been a prominent figure representing YRF at world class film festivals, often speaking at panels on Indian Cinema.
Prior to joining YRF, Avtar began his career with HMV/EMI Records London, following his passion for entertainment and music. Working in various capacities, he grew to different key positions in HMV/EMI Records, London. From sales to talent spotting and local artiste management, Avtar has been instrumental to presenting Asian origin talent, in the music and entertainment space, at a global level. His wholesome understanding of Indian entertainment in global markets is both insightful and valuable to YRF ventures which are no doubt an invaluable asset for Special Projects.