Veteran production executive, Ram Mirchandani has been hired by Sony Pictures Entertainment (India) as its head of creative development. He will be responsible for executing the studio’s recently announced move into local film production.

With production credits including “Rang De Basanti,” “Vicky Donor,” and “Oye Lucky, Lucky Oye,” Mirchandani has won a National Award as a producer. Sony described him as “a trailblazer in high content cinema in India.” He will report to Vivek Krishnani, MD of Sony Pictures Entertainment, India.

Mirchandani was recently COO at Endemol, India and headed its motion pictures division. Before that he led the creative team at Eros International where he was responsible for films like “Rockstar,” “Anjaana Anjaani,” “Zindagi Na Milegi Dobara,” and “Desi Boyz.” At an earlier role with UTV Motion Pictures he oversaw titles including “Fashion,” “Aamir” and “Life in a Metro.”

“We are looking at expanding our studio footprint into local-language production in India. With his vast experience, Ram is an asset in an increasingly dynamic and competitive environment where audiences’ ever growing need for clutter-breaking content has become the driving force behind box office success,” said Krishnani.

“I am looking forward to being a part of SPE India as we get ready to create and develop local language film portfolio- with a promise to develop and produce engaging, entertaining cinema with a premium on content more than anything else,” said Mirchandani.

Sony Pictures India has a strong track record, accounting for three of the top ten Hollywood films released in the country. SPI handles theatrical distribution for Sony Pictures Entertainment’s films in the country, spanning labels Columbia Pictures, TriStar Pictures, Screen Gems, Sony Pictures Animation, Sony Pictures Classics, Sony Pictures Worldwide Acquisitions and Sony Pictures International Productions.