In this episode of VideoBrief, Harshavardhan Chauhaan, Founder and Creator of DilSe, speaks about his vision for creating the Emotion-to-Consumer (E2C) platform and the unique community DilSe aims to build. He also shares insights on the platform’s innovative launch through live performance and what the future holds for DilSe.
DilSe, as Chauhaan describes it, is India’s first Emotion-to-Consumer (E2C) platform, a digital space uniquely crafted to prioritize human emotions, creativity, and genuine community connections over typical social media dynamics like endless scrolling or algorithm-driven feeds.
Unlike conventional platforms that often focus on engagement metrics or content consumption, DilSe centers around authentic self-expression and shared emotional experiences. Users can connect through storytelling, poetry, music, and communal rituals, fostering a sense of belonging and emotional resonance.
The platform, conceptualised by Chauhaan, is built with a focus on slow tech, emotional design, and meaningful digital presence. It aims to create a space where people can truly feel seen, heard, and connected through creative expression.
Unlike conventional brands that focus on selling physical products, DilSe crafts emotional experiences through performance, sound, voice, design, and digital storytelling. It’s a soul-driven movement redefining Indian commerce by prioritizing connection over conversion.
The beta version of the DilSe app was also launched during a special evening that combined live theatre, music, and storytelling — a showcase of what the platform stands for in both spirit and design. The event was held at the NCPA in Mumbai, where MediaBrief connected with its founder, who revealed what it takes to build a brand from the heart.
For Chauhaan, launching Dilse has been a personal and long-term project. “Something like DilSe, when you create it with a vision to build India’s most iconic brand, is very soul-felt,” he says. “The entire process involved digging deep and asking fundamental questions – what kind of brands would you really want to love for the next two decades?” he adds.
Inside DilSe’s ‘E2C’ approach
He says that DilSe is not following the conventional B2C or B2B frameworks. Instead, it’s built around what he describes as an ‘E2C’ model – Emotion to Consumer.
“We are not chasing products and services,” he says. “We are chasing experiences and emotions for consumers. Something personalized, something built on ‘emotion tech,’ something curated to build a stronger moat around love.”
A Broadway-style debut at NCPA
Instead of opting for a typical tech or product launch, DilSe was introduced through a Broadway-style performance at NCPA. Chauhaan informs this was deliberate. “I truly believe that in India, we haven’t yet set the right template for launching iconic brands,” he says. “There’s often a very lazy methodology: come up with a product or service and just start marketing it. We believe the exact opposite.”
He continues, “Unless we connect with our audience and make them truly feel what the brand stands for, we wouldn’t even attempt to deliver a service, product, or experience. We’re building our community first, spreading love, and talking about love — that’s the core moat of the company.”
Originality over metrics
Chauhaan notes that the reactions to the launch were encouraging, though not measured in traditional metrics. “We’ve received phenomenal feedback and not in terms of numbers or reach, but in sheer love. People spoke back to us after witnessing the performance, and that meant everything,” he says.
The event also served as a preview of the kind of content and experiences DilSe plans to offer. He continues, “We’ll be releasing 15 original soundtracks in every genre that India has ever loved, from classical vocals to dance numbers.” He adds, “Eventually, we’ll build content and stories around this community, until we truly disrupt Emotion Tech and deliver the product people have been waiting for.”
Chauhaan on performing and leading from the stage
Chauhaan himself was on stage as a writer and performer during the launch event. For him, it was about living the values of the brand. He explains, “There’s no other way to build an iconic brand like DilSe without living every emotion around it.” And, “There was no better place than the Mecca of theatre in India, NCPA, to launch this brand. We’re overwhelmed by the entire experience and response.”
As the platform scales, Chauhaan says staying true to the core idea is a priority. He says, “We’ve been original in everything we’ve done. Original in how we conceptualized the brand launch. No corporate founder or CEO usually dares to act, perform, and truly live the feeling on stage.”
Chauhaan continues, “From writing our own script to composing our own songs, we’ve stayed true and original throughout. Whatever we do at DilSe, it will always be heartfelt. It will always be original.”
DilSe’s future of community and experience
Chauhaan says the focus moving forward is on building out the experiences and deepening community engagement. He adds, “There will be more music, more theatricals, more experiential evenings, more curated moments that tap into the different aspects consumers are looking for.”
When asked about specific services or formats, he keeps it open-ended. He explains, “You’ll have to wait for that. But trust me, at the pace we’re moving, we’re disrupting every industry we step into.”
Chauhaan adds, “Two months ago, we didn’t know anything about music production, we disrupted that. A month ago, we knew nothing about theatrical production, we disrupted that too. Our vision of delivering powerful consumer experiences will keep accelerating.”
What’s next for DilSe? It might not be just an app
On the question of whether users really need another app, Chauhaan says the answer isn’t what people might expect. He says, “We’re not just going to give you an app. Maybe we’ll launch a web app. Maybe a wearable. Maybe a bracelet that lets you pay with a swipe. Or maybe your own personal concierge.”
He adds that the final form will be revealed when ready: “But when we do release it, you’ll feel it, see it, and experience it — just like you did tonight.”
Chauhaan wraps up by saying, “We’re just getting started. We’re building a love brand, one that stands the test of time and earns its place in people’s lives, little by little.”
