MUMBAI: Khyati Madaan, a  film marketing professional with over a decade of experience at some of India's most prestigious entertainment companies, has announced the official launch of  her own production house, Not Out Entertainment on Linkedin.

The IIM and NIFT alumna brings  industry pedigree to her new venture, having previously served as head of marketing at Maddock Films and held marketing positions at Red Chillies Entertainment, Kolkata Knight Riders and Disney.

At Red Chillies, Ms Madaan was part of the team behind innovative digital campaigns for Zero, starring Shah Rukh Khan. The film became the first Bollywood production to utilise Amazon's Alexa, develop a Snapchat filter and create a WhatsApp sticker pack as part of its promotional strategy.

Before her tenure at major film houses, Madaan worked at Everymedia Technologies, where she rose to become vice president of marketing and director of analytics. During her time there, the company won awards for digital marketing campaigns, including recognition for the blockbuster Heropanti.

Madaan's career path has been diverse, including earlier roles at Trent Ltd, JJ Valaya, and Landmark group in Dubai, where she worked as head of retail and as an assistant buyer respectively.

With Not Out Entertainment, Madaan aims to transition from marketing films to producing them. Her cricket-inspired company name suggests she believes there are many more innings to come in her professional journey—or as the famous Bollywood tagline goes, picture abhi baaki hai.