Soundarya Rajinikanth, who had directed her superstar father Rajinikanth in Kochadaiiyaan, has now joined Eros International as 'Director- Creative & Strategy' and also the Head of the company's digital initiatives including ErosNow in South India. In her dual role, Soundarya will be spearheading Eros Digital across all the new media platforms including ErosNow, it's on demand entertainment portal and lend her creative expertise to the company's filmed content.
Meanwhile, Soundarya, on her part said, "I am very happy to get involved and be a part of the digital and creative processes at Eros. Eros is an established global player with the advantage of a large content library and a vision to make quality content for the future. With a fantastic film slate lined up and such exciting digital opportunities, I am looking forward to bringing on board my experience with technology and creative inputs. With the growing south industry, its rich catalogue of content and a captive audience base, we are confident of driving further growth and making our presence felt strongly".
Besides her 'new role' in Eros, Soundarya will still continue pursuing her passion of directing films. Buzz is also that she is presently scripting her next venture that is to be produced by Eros.