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For nearly a decade, Allu Raghu thrived in the fast-moving world of internet culture, first through Dubsmash videos, then short-form content, and eventually as one of Kannada social media’s recognisable trendsetters. Now, the creator is preparing for a far bigger leap, stepping into cinema as a director with what he calls a ‘fresh-age comedy drama’ designed for today’s generation.

The filmmaker, who recently announced his directorial debut, says the project has been in development for over a year, and is the result of ten years of observing digital audiences, changing youth culture and emotional storytelling online.

“We are working on a completely new script. It is a comedy-drama with fiction elements, and probably something audiences in India may not have seen before,” Raghu says, adding, “Creating content has been part of my life since the Dubsmash days, and I will bring that experience into my direction.”