As a consultant for the Japanese Film Festival India (JFF), I led programming across both theatrical and digital formats, overseeing multi-city operations and audience strategy. My work focused on strengthening partnerships, expanding geographic reach, and enhancing the festival’s visibility across both on-ground and online editions.

Curatorial Ethos

The programming of JFF in India centered on presenting contemporary Japanese cinema across fiction, documentary, and animation. The curatorial aim was twofold: to introduce Indian audiences to the depth and diversity of Japan’s film industry, and to design programs aligned with their existing cultural affinities toward Japanese aesthetics.

Each edition balanced discovery and familiarity — combining bold, independent films with popular titles to cultivate audience curiosity while deepening appreciation for Japanese cinema. Audience design, participation, and amplification became the key markers of the programming process.

Milestones

• Curated multiple editions of JFF, presenting diverse selections of contemporary Japanese films across genres and formats.

• Managed festival operations across seven cities, coordinating with regional teams, venues, and partners.

• Edited the festival catalogue and led online branding initiatives, significantly increasing JFF’s digital visibility.

• Managed stakeholder relations between The Japan Foundation New Delhi, PVR Cinemas, and corporate partners.

• Developed and executed audience engagement strategies catering to both cinephiles and general viewers.

• Served as Curator and Marketing Lead for JFF Plus: Online Festival (2020–2022), overseeing regional programming and digital rollout.

Impact

The Japanese Film Festival India grew into one of the country’s most visible national cultural events, extending its reach through carefully tailored programming and coordinated regional rollouts.
Strategic partnerships and cohesive digital branding drove higher audience participation both in theatres and online, while curated campaigns and festival design fostered a loyal following among Indian audiences.

Through hybrid editions and interactive initiatives — including filmmaker Q&As, behind-the-scenes sessions, and collaborative workshops — the festival strengthened cross-cultural dialogue between India and Japan.
These efforts ensured continuity through the pandemic years, when JFF transitioned seamlessly to digital formats while retaining its core audiences and institutional credibility.

EXTERNAL LINKS

Festival Website: [World] (Rebranded, Archives Not available)

Related Media: [JFF 2019 Trailer] [JFF 2020 Online Edition Trailer]