Dinesh Vijan on Building Maddock Films: ‘Our Writers Are Our First Stars’

Dinesh Vijan has built Maddock Films into one of Hindi cinema’s most recognisable production houses, but the journey, he revealed at FICCI Frames 2026, was far from an overnight success. During a session moderated by film critic Anupama Chopra, Vijan spoke about the decision to build a studio around stories rather than traditional star power. Reflecting on the journey that began with Stree, the producer explained how taking risks independently eventually led Maddock to backward integrate and become a studio while still retaining the spirit of a production house.

Speaking about the journey to making Stree, Vijan said, “It took us 10 years to be in a position to be able to make Stree. And the honest reason for why we didn't take a studio on board is no studio wanted to do a film called Stree. So we didn't get a studio, we wanted to make it and we went all in. Once that works, then you don't find it risky, and I don't think we are the kind of company that can create a loss for another entity. So we realised that even if there's a loss, we'll make it up. Then might as well control the pipeline. So we actually backward integrated and became a studio. But we still run like a production house.” The decision, as Vijan explained, was ultimately about creating the freedom to back projects the team believed in.

So, what exactly does the Maddock brand stand for? Vijan had a simple answer: Indian stories and storytellers. He said, “You know, just—brand is a very serious word and all—but I can tell you Maddock stands for Indian stories. Maddock stands for anybody across India who wants to tell a story, and if we like it, we'll make it. It doesn't matter where you're from, who you are, and we'll make it cool. So I think it's a home for all storytellers who are relying on the story, not on star power. For us, our writers are our first stars, our directors are the second in command, and for us, the third star is not a star, it's an actor. And I think that's what Maddock is about—the story, and that's it. It starts and stops there.”

Vijan also shared an amusing anecdote that, according to him, captures exactly why Maddock does not want to become trapped by its own identity. “Just to add one last thing, when you said brand. So I'll share a small one, and it'll also make you understand why we get along—because sometimes you have to be similar people. So, about three or four years back, I can't remember which trailer launched, and on YouTube a comment came: ‘Oh, this is such a Maddock kind of film.’ And my team got really excited. Finally, you know, we're a fairly new company, so they were very excited and very happy. And I looked petrified.”

He continued, “So they asked me—Sharda sitting there—‘What's bothering you?’ I said, ‘This is your obituary now. You're going to take yourself seriously. You'll only make that kind of film.’ So I think when you ask me, we cannot be labelled. When you think we're going to make a certain kind of film, we'll do a Prahaar. When you think we're doing only comedies and horror comedies with him, we'll do a Prahaar. And we won't do it because of that. It'll just happen organically because that's who we are.” The remark neatly captures the producer’s desire to keep Maddock creatively unpredictable, even when audiences begin associating the studio with particular genres or styles.

The conversation took place during the 26th edition of FICCI Frames, held from September 29–30 at Mumbai’s Grand Hyatt, with JioStar serving as the convention partner. Moderated by Anupama Chopra, the session explored Maddock Films’ creative legacy, its evolution into a studio and the company’s approach to building a distinctive slate. Vijan’s comments made one thing particularly clear: while Maddock may have developed a recognisable identity, he does not want that identity to become a creative limitation. For him, the starting point remains simple—the story comes first.

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