MUMBAI: In a digital content world where hype often overshadows heart, Balaji Telefilms has quietly delivered a streaming hat-trick. Its latest series KULL has emerged as India’s number one most-watched original web series for the week, clocking 3.1 million viewers, according to the Ormax OTT Audience Report. The political family drama has not only sustained but gained momentum since launch, outperforming a high-budget Netflix series with a similar theme.
KULL’s rise has come without celebrity pull or excessive marketing muscle. Instead, its layered storytelling, morally grey characters and complex emotional arcs have found favour with audiences hungry for substance. The series follows two earlier digital triumphs for Balaji — Power of Paanch and Dus June Ki Raat — both JioCinema originals that tapped into youth angst and dark drama with equal finesse.
“At Balaji, we’ve always believed that the core of a great show is not its scale, but its soul. Audiences today are willing to experiment with stories as long as they reflect emotional honesty, cultural relevance, and narrative ambition – with KULL, we didn’t just create another series; we created a world where every character felt real, every conflict had weight, and every moment resonated. The reactions and numbers validate what we’ve instinctively known — that good storytelling always finds its audience”, said Balaji Telefilms head – digital originals Aparna Ramachandran.
She added, “Our vision going forward is to keep experimenting with formats, genres, and narratives that challenge convention while staying rooted in what makes a story truly memorable. The digital space is vast and evolving, but our north star remains unchanged — to tell stories that matter”.
JioHotstar head of Hindi special Vivek Srivastava echoed the sentiment, “Kull was always destined to be a hit — and now the frenzy is real. A gripping tale of power, betrayal, and family at war — the battle for the throne has never been this ruthless. Haven’t streamed it yet? Now’s the time. Now streaming on Jio Hotstar!”
Balaji’s triple win reaffirms its status as a key architect of India’s digital entertainment wave. As audiences evolve, Balaji seems poised to keep pace — not with loud launches, but with loud applause.
