Sonam Kapoor’s manager Neha Gadhwalla reveals the reason short videos are the latest trend

Neha Gadhwalla is a name to reckon with and her meteoric rise from being a hairstylist to a production assistant to becoming the owner of a popular artist management firm. She is an inspiration to many who dream of making it big in the world of Bollywood. Neha’s journey started at the tender age of 17 when she joined Sapna Bhavnani, the famous owner of Mad O Wot and learnt the art of hairstyling from her. She soon went on to be proficient in her work but the youngster was mesmerised with what went into the making of films. She, therefore, joined as a production assistant for Pritish Nandy Communications for over 2 years. Post that, she re-joined Mad O Wat and worked for another 2 years as a part of their line-up of celebrity hairstylists.

Neha Gadhwalla then went on to join Bollywood actor John Abraham as his personal hairstylist but she soon went over and above her work and started managing John Abraham’s work schedule too. The actor soon spotted the talent in the young girl and offered her to be his manager officially. Working for John, Neha realised that she had an inbred managerial talent. She worked with the actor between 2011-2016. Then joined Sonam Kapoor as her business manager for films, events, brands since 2016. Neha and Sonam soon bonded and in 2019 with Sonam and Rhea Kapoor’s help, Neha went on to start her own company called Eficiente Artist Management.

In an exclusive chat with a leading Bollywood Publication, Neha Gadhwalla shared her views on the latest trend in Digital Industry. She revealed the reason why these short videos are gaining momentum among the present generation. She said that it is all thanks to people’s short attention span that they are hooked to it. Neha told us, “There is a 360-degree shift in the trend nowadays, right from shooting conceptual videos of a minimum of 8-10 minutes to now shooting videos not more than a minute. This is mainly because the users have lost the patience to watch the full content piece which has led to a fall in stickiness. There are multiple short videos on the platform that are coming into existence which is quite addictive. In fact, several renowned brands are now starting to focus on it in order to get maximum reach from the consumers. It has certainly become a boon for social media as netizens are hooked with short videos as they are constantly sharing on the platform. Taking inspiration from that, even we have incorporated such kinds of videos for our brand as a marketing strategy which is surely turning out to be fruitful. It is gaining more attraction from the viewers which is pretty engrossing.”

Talking about Eficiente Management, it is an agency that helps known and fresh makeup artists, hairstylists, stylist photographers and influencers to make a mark and a prominent identity in the industry. Eficiente has given a platform to artists like Mohit Rai, Vicky Banatkar, Savleen Kaur Manchanda, Anisha Gandhi and many more who have worked with stars like Arjun Kapoor, Sonakshi Sinha, Parineeti Chopra, Richa Chadha and more.

FYI, now Neha plans to expand her agency and make it a creative hub for managing directors and art directors too.

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