MUMBAI: Priyanka Chopra's production house Purple Pebble Pictures has appointed Petrina D’rozario as the chief operating officer (COO). The production house has been jointly set up by Chopra and Dr. Madhu Chopra with an aim to produce good quality content across films (regional and mainstream) television and digital space.

D’rozario, in her new role, will oversee the content that comes into Purple Pebble and identify the right partners to work with who have the passion in the business of storytelling. She would also help develop business across the verticals and oversee the structure and day to day operations. Along with this, she will also be managing existing teams at Purple Pebble and develop IP across the verticals.

Petrina spearheads the shaping of WIFT India (www.wift.co.in) and is responsible for the development of the chapter’s strategy, network and aim to enhance the visibility of women working in film & television. She also sits on the board as the Founder President of WIFT India and on the International Board of WIFT (L.A) in the Communications and Marketing committee.

Speaking about her new role, D’Rozario said, “WIFT India was a great platform for me to meet some amazing talent from the industry. I have personally met people who have had scripts and asked for help to meet the right producers. Hopefully, I being in a position of whetting projects at Purple Pebble, can encourage some of these talented storytellers to reach out to me."

Commenting on the appointment, Dr. Madhu Chopra said, “Purple Pebble Pictures is a start-up production house with the heart of a lion. Fearless to explore and work on films across genres and languages. We have just started and have already completed two feature films. Our third film `Sarvann’ is due to release in December. Petrina joins us at the crux of imbibing a corporate culture to our modus operandi and with her experience we hope Purple Pebble Pictures becomes a production house that has the working style of a corporate and heart of a home especially to talent that needs a platform to showcase their abilities.”