For Prashan Chitty, entertainment is not simply about producing content or generating visibility. It is an interconnected ecosystem where media, talent and marketing work together to create influence at scale.
His approach to the industry is built around structure, transparency and fairness. Rather than operating within a fragmented entertainment landscape dominated by multiple intermediaries, Chitty saw an opportunity to create a more integrated model that could serve both brands and talents.
That vision eventually became OHXM Group, an entertainment and marketing organisation bringing together influencer marketing, talent management, video production, event activation and music under one ecosystem.
Discovering the Potential of Social Media Marketing
Chitty’s journey into the entertainment industry began in 2012, while he was working at one of Malaysia’s leading telecommunications companies.
At the time, social media marketing was still relatively new in Malaysia.
Curious about its potential, Chitty began experimenting with Twitter campaigns.
He discovered that social media could provide measurable insights into campaign reach and effectiveness, something that was still an emerging concept within the local marketing landscape.
This experience gave him an early understanding of how digital platforms could connect brands with audiences in more measurable and targeted ways.
Combining Marketing Knowledge With Entertainment
Chitty’s interest in digital marketing was complemented by his existing network within the Malay entertainment industry.
He began combining these two areas by developing influencer-based campaigns that were more measurable and structured.
Rather than treating influencer engagement as an informal promotional activity, he saw the potential to develop processes around campaign execution, talent relationships and performance.
This combination of marketing knowledge, entertainment connections and digital measurement became the foundation for what would later grow into an agency.
Taking the Leap Into Entrepreneurship
Moving from corporate employment into entrepreneurship involved considerable uncertainty.
Chitty left the familiarity of a stable corporate career to build something new within an industry that was itself undergoing rapid change.
The early results, however, provided momentum.
According to his profile, the business generated RM1 million in revenue during its first year of operations and continued growing from there.
Despite the commercial progress, one personal memory from this period remained particularly significant to him.
His mother struggled to explain to others what he was doing after he left his corporate career because the business model was still unfamiliar at the time.
That experience reflected just how new the influencer and digital entertainment economy was in Malaysia.
From Agency to Entertainment Ecosystem
As the industry evolved, Chitty continued expanding the business beyond influencer campaigns.
His broader vision was to create an organisation where different parts of the entertainment value chain could operate together rather than independently.
Today, OHXM Group operates across five core business units:
INFLUx Media focuses on influencer marketing.
IDOLx specialises in talent management.
CODEx handles video production.
EX+ focuses on marketing and event activation.
OHXM Records operates within the music and recording segment.
Together, these businesses create an integrated structure covering multiple areas of entertainment, media and marketing.
Building an Integrated Model
A defining feature of OHXM Group is its emphasis on integration.
Brands increasingly require more than a single marketing service. A campaign may involve influencers, content production, talent, events and other forms of audience engagement.
By bringing these capabilities together, OHXM Group can coordinate different elements of a campaign within a broader ecosystem.
This structure also reflects Chitty’s belief that entertainment businesses should be organised around clear systems rather than fragmented relationships.
The goal is to create a model where brands and talents can work within a more transparent and structured environment.
Developing In-House Entertainment Brands
Beyond its five core business units, OHXM Group has also developed five in-house entertainment brands: XENO, XIOKK, XIBO, XINAO and XAIKO.
These brands are designed to cover multiple Malaysian audience segments, including Malay, Sabah, Sarawak, Chinese and Indian markets.
This gives the group exposure to different communities within Malaysia’s multicultural entertainment landscape.
Rather than approaching Malaysia as a single homogeneous audience, the structure recognises that different communities may have their own cultural preferences, media behaviours and entertainment interests.
Transparency as a Business Principle
One of the central principles behind Chitty’s approach is transparency.
OHXM Group was built with the intention of reducing unnecessary middle layers between brands, talents and other industry participants.
For Chitty, excessive intermediaries can create additional complexity, reduce transparency and make decision-making more difficult.
The group’s integrated model is therefore designed to provide clearer relationships between the parties involved.
This includes protecting the interests of both clients and talents while creating a more structured approach to commercial partnerships.
Using Industry Insights to Improve Decision-Making
OHXM Group also positions itself as more than a service provider.
As an active participant within entertainment, influencer marketing, talent management and production, the group develops insights into how different parts of the industry operate.
These insights can help brands better understand audiences, talents, campaign structures and potential risks.
For Chitty, the objective is to provide clients with information that can contribute to better decision-making rather than simply executing individual campaigns.
This approach shifts the relationship from transactional service delivery towards longer-term strategic partnership.
Relationships, Trust and Execution
Despite the increasing role of technology and digital platforms in entertainment, Chitty continues to place significant emphasis on relationships.
His experience across both corporate marketing and entertainment taught him that sustainable partnerships depend on trust, transparency and execution.
These principles have become central to OHXM Group’s positioning.
Rather than focusing exclusively on short-term campaigns, the group aims to develop long-term relationships with brands and talents.
This allows the company to operate not simply as a vendor, but as a partner within the broader entertainment ecosystem.
Prashan Chitty’s Vision for OHXM Group
Prashan Chitty’s entrepreneurial journey reflects the evolution of Malaysia’s digital entertainment industry itself.
He began experimenting with social media marketing at a time when influencer campaigns were still relatively unfamiliar. By combining digital measurement with his entertainment network, he identified an opportunity to create a more structured approach to connecting brands, talents and audiences.
That early model eventually developed into OHXM Group.
Today, the organisation brings together influencer marketing, talent management, video production, event activation, music and multicultural entertainment brands within a connected ecosystem.
Through OHXM Group, Chitty continues to pursue a model built around integration, transparency, relationships and execution, demonstrating how an emerging digital opportunity can evolve into a broader entertainment platform.