Producer Ektaa Kapoor has addressed the backlash she is receiving over the use of artificial intelligence in the upcoming show Naagin 7. Known for her long-running supernatural franchise, Ektaa recently spoke about the criticism surrounding the show’s visual effects and her decision to experiment with AI technology.
The debate began after the teaser of Naagin 7 sparked mixed reactions online. While some viewers expressed excitement about the new season, others criticised the quality of visual effects and questioned the use of AI-generated elements. The criticism quickly escalated, with trolls targeting Ektaa for what they perceived as subpar production value.
Responding to the backlash, Ektaa Kapoor acknowledged that she has been receiving a significant amount of hate. However, she also defended her approach, explaining the practical challenges of creating large-scale fantasy content for television. In a candid remark, she said, “Mujhe chahiye dragon with no budget,” highlighting the unrealistic expectations often placed on TV productions.
Ektaa elaborated that audiences frequently compare Indian television shows to high-budget international productions, which have significantly larger resources. She pointed out that while viewers expect visually grand elements like dragons and elaborate CGI, the budgets available for Indian TV projects are far more limited.
The producer emphasised that the use of AI was partly an attempt to innovate within these constraints. By leveraging emerging technology, she said, creators can explore new possibilities without drastically increasing costs. However, she also acknowledged that the technology is still evolving and may not always deliver perfect results.
Ektaa Kapoor’s Naagin franchise has been one of Indian television’s most successful properties, known for its mix of fantasy, drama, and high entertainment value. Over the years, it has built a loyal fan base, with each season introducing new characters and storylines while retaining the core supernatural theme.
Despite its popularity, the show has often faced criticism for its visual effects and storytelling style. Ektaa’s recent comments suggest that she is aware of these critiques but also believes that audiences should consider the limitations under which television content is produced.
The controversy has sparked a broader discussion about the role of technology in entertainment. While AI is increasingly being used in filmmaking and content creation globally, its application in Indian television is still relatively new. This has led to differing opinions, with some viewers appreciating the attempt at innovation and others focusing on execution.
Social media reactions remain divided. Some users have supported Ektaa Kapoor, arguing that experimentation should be encouraged and that criticism should be constructive rather than harsh. Others continue to question whether AI is the right solution for improving production quality.
Ektaa, however, appears unfazed by the criticism. Her response reflects a pragmatic approach to content creation, balancing creative ambition with budgetary realities. She also hinted that such experiments are part of a larger effort to push boundaries within the television industry.