Mumbai, India – Bhuvan Bam is entering a new chapter where the creator is no longer just the product, but the force building products, stories, and intellectual property of his own. With Sarkar, his fragrance brand nearly three years in the making, alongside a growing slate of films and series, Bam is expanding his footprint from digital entertainment into consumer brands and long-form storytelling. In an exclusive interview with Adgully, Bam opened up about the personal story behind Sarkar, why he chose to take a slower approach in a crowded market, and how creator-led IP is shaping the future of entertainment.
Sarkar has been nearly three years in the making. Bam explained that fragrance has always played a huge part in his life, tracing back to his father, who worked with Indian Airlines and traveled to Gulf countries, bringing back perfume testers. “Every day, my brother and I would pick a random fragrance and either go to school or college wearing it,” he said. “One pet peeve I have always had is that I wanted to own a really nice looking perfume bottle.
Even if the perfume finishes tomorrow, I should be able to keep the bottle as a showpiece at home.” On the brand’s positioning, Bam emphasized that the brand is not above him. “I am just a catalyst to bring out the name and what we stand for. I am happy to be secondary to the brand,” he said, adding that the approach is deliberate: “We don’t want to shove the brand into people’s faces. We don’t want to be quick with our results.”
On the entertainment front, Bam revealed a packed slate, with Revolutionaries releasing on Amazon, Dhindora Season 2 around Diwali, and his debut Dharma film next year. He also spoke passionately about the importance of creators owning their IP. “It is very difficult to maintain IP when you are working under someone else,” he said. “The reason I didn’t take Dhindora to another platform but chose Netflix was because most platforms had asked me to give up my IP.
That wasn’t acceptable to me.” He believes the wave of creator-led shows is the future. “It is such a great wave of comedians and creators finally realising how important IP is to them. I think that is the future of the creator ecosystem in India.” Reflecting on his decade-long relationship with his audience, Bam said, “When I started, they were in school. Now I am at a stage in life where I want to try something new, and these people have found jobs everywhere. It is such a great relationship because we are all growing up together.”
