Rajjat Barjatya, MD and CEO of Rajshri Productions no more

The big production house’s head honcho succumbed to cancer and passed away in the evening today.

Being the MD and CEO of one of the biggest production houses of Bollywood, Rajjat Barjatya passed away in the evening today. He was the cousin brother of director Sooraj Barjatya. Rajjat, who suffered from cancer for a while now, passed away at 6:30 in the evening, as reported by Spotboye.com. A source close to the entertainment portal had stated, “Rajjat was very ill since the past three months. The family also tried to get a bone marrow transplant done, but things didn’t fall into place.” In the past, Rajjat had suffered from leukemia and survived the same.

Having hailed from a filmi family, whose roots were embedded in the entertainment industry since 1947, Rajjat contributed immensely to further expand their family business. Rajshri media credits itself on producing some of the best TV shows and delivering some really good family content for the audience. Rajjat himself created a path breaking progress in the digital medium for Rajshri. In fact, the digital promotions of Prem Ratan Dhan Payo was his brainchild.

In an interview with a leading financial daily, Rajjat had stated, “We adopted a digital first strategy. All creatives (posters, trailer, songs, dialogue promos, behind the scenes units) were launched on the web before TV. The three ratans of PRDP — Salman, Sonam Kapoor and Sooraj Barjatya — spoke extensively to digital media about the film and their vision behind it. Salman and Sonam are also very active on social media and regularly shared content from the film, which helped reach out to their core fan base.”

In his life, the business head of Rajshri was a visionary who contributed immensely to the business. May his soul rest in peace.