MUMBAI: Talk about a ‘family kutingg’! Balaji telefilms is striking a new chord in digital entertainment with the launch of its latest family-first app, kutingg.
Unveiled on 8 September and set to go live on 11 September, the platform promises gripping fiction, spirited non-fiction, and snackable entertainment designed for India’s mobile-first audience. Positioned as a digital destination for every member of the household, kutingg is packed with kadak stories told with authenticity and flair.
Speaking on the launch of Kutingg, Balaji Telefilms group CEO and group CFO Sanjay Dwivedi said, “At Balaji, our journey has always been about anticipating how stories are experienced and staying ahead of audience expectations. Today’s audiences want stories that are sharper, shorter, and more personal and Kutingg is our answer to that. This is not just another entertainment app; it is a family-first destination that offers Kadak stories across fiction and non-fiction, from snackable content to immersive limited series, and even vertical formats for a new-age viewing experience. With Kutingg, we want to give audiences more than just shows. We want to deliver moments that bring families together, stories that spark conversations, and entertainment that truly stays with them.”
The content line-up reads like a buffet of entertainment. Daily drama lovers can tune into Pyaar Kii Raahein or Saas, Bahu aur Swaad, while weekend binge-watchers get Cheerleader. There’s also a ‘superstar library’ featuring Bose and Mentalhood, and a host of chat shows from Morning Mantra to Bollywood Gapshap. Vertical video formats sit comfortably alongside long-form narratives, keeping pace with how Indians scroll, stream, and snack on stories today.
“This is not just another entertainment app, it is a family-first destination that offers sharper, shorter, and more personal stories,” said Balaji telefilms group chief revenue officer Nitin Burman. He added that kutingg is designed as an ecosystem where content, creators, and brands can thrive together. “Our vision is to make kutingg not only India’s preferred family-first destination but also a hub for innovation in both content and commerce.”