iWorld
Balaji slices daily drama with launch of Kutingg OTT app
MUMBAI: Balaji Telefilms has thrown a sharp new cut into India’s crowded streaming market. On 19 January, the entertainment heavyweight launched Kutingg, its own OTT platform built around a simple but ambitious promise: “Entertainment ka dose har roz.”
And this is not just a slogan. Kutingg has been programmed like a modern-day TV channel for the scrolling age, offering something new every single day of the week.
From Monday to Thursday, viewers get daily episodic family dramas, Balaji’s comfort zone and calling card, served in tightly written, finite arcs rather than never ending sagas. Fridays are reserved for binge lovers, with crime thrillers, mysteries and comedies released in compact parts. Saturdays bring micro dramas, one minute episodes designed for watching on the move. Sundays slow things down with non fiction, including celebrity led chat shows.
In short, if entertainment has a flavour, Kutingg wants it all on one plate.
The pricing strategy is just as pointed. A one rupee trial lets viewers sample vertical only content, converting to Rs 199 a month. Those wanting the full spread can opt for a Rs 99 weekly trial before settling into the same monthly price for complete access.
The launch slate mixes drama, romance, crime and conversation, with titles including Missing Priya, Mujhe Tu Chahiye, Jaffna Hills, Saas Bahu Aur Swaad, Ghar Tera Mera, ACP Vikrant and the chat show Honestly, Why Not? with MNL.
Explaining the thinking behind the platform, Balaji Telefilms group chief revenue officer Nitin Burman, said Kutingg was born from a simple question: why should viewers download yet another app? His answer was to make Kutingg a single destination for everything audiences already enjoy across multiple platforms.
Balaji’s legacy, he noted, lies in long form television storytelling. Kutingg trims that legacy into limited, contemporary formats while retaining the emotional pull that made the company a household name. “From Monday to Sunday, you will get a new piece of content every day,” Burman said, calling it a habit forming experience rather than a sporadic binge.
Micro dramas, once dismissed as a passing fad, are a key pillar of the strategy. Burman described them as one of the fastest growing segments in entertainment, and confirmed that Balaji is now among the largest producers in the space.
For Balaji Telefilms content head Meghna Joshi, the launch is both exciting and nerve wracking. “Balaji is a huge legacy,” she admitted, adding that Kutingg represents an effort to cater to the entire country, not just a niche urban audience.
Joshi describes the app as a digital channel in spirit, blending daily soaps, binge shows, micro dramas and non fiction in one place. The intent, she says, is to respect the Indian audience’s long standing habit of watching something new every day, while also acknowledging evolving tastes and formats.
She points to Saas Bahu Aur Swaad as an example of how Balaji’s drama has matured. Relatable, grounded and reflective of changing family dynamics, it swaps exaggerated theatrics for emotional truth.
Looking ahead, Joshi is keen to explore new genres, particularly stories that blend human struggle with spiritual reflection. Regional content is also on the horizon, especially in micro dramas, where language and local flavour can make an instant connection.
For Balaji’s loyal viewers, the reassurance is clear. The drama is not going anywhere. It is simply being sliced into smarter, shorter and more contemporary servings.
With Kutingg, Balaji is betting that in an age of endless choice, consistency might just be the sharpest hook of all.
iWorld
Uber spotlights Rs 25 bike rides with music led IPL campaign
Uber uses 15 second music films with Divine and Roll Rida to push Rs 25 rides
MUMBAI: In a season where ads usually swing for sixes with celebrity spectacle, Uber has chosen to play a clever single sharp, fast, and straight to the point. Uber has rolled out a distinctly stripped-down IPL campaign, putting its product Uber Bike rides starting at Rs 25 for up to 3 km front and centre, rather than leaning on big-budget storytelling. The campaign features hip-hop artist Divine in Mumbai and Roll Rida in southern markets, using music as the primary vehicle for recall.
IPL advertising has long been dominated by high-production narratives packed with cricketers and film stars. Uber’s approach flips that playbook. Instead of elaborate storytelling, the brand opts for 15-second music-led films quick, rhythmic bursts designed to mirror the pace of urban mobility itself.
The message is deliberately simple, affordable, fast rides that cut through city traffic. No layered plots, no extended build-up just a functional promise delivered with cultural flair.
In the Mumbai-led film, Divine zips through traffic on an Uber Bike, turning the Rs 25 price point into a hook with his signature wordplay around “pachisi”. The campaign cleverly reframes affordability as a moment of delight, the kind that leaves commuters with a “32-teeth smile” after beating traffic at minimal cost.
Meanwhile, Roll Rida’s version leans into southern sensibilities, blending Telugu and Tamil influences with high-energy visuals. Set to the beat of tape drums, the film celebrates how low-cost rides can unlock a more connected and vibrant city experience. Together, the films reflect a conscious push towards regional authenticity, rather than a one-size-fits-all national narrative.
The campaign also signals Uber’s sharper focus on India’s growing bike taxi segment. While the company offers multi-modal services spanning cars, autos, metro integrations and intercity travel, this push zeroes in on two-wheelers as a key growth lever in dense urban markets.
By anchoring the campaign around a Rs 25 entry price for short distances, Uber is targeting everyday commuters, particularly younger users navigating congested cities where speed and cost matter more than comfort.
With IPL advertising clutter at its peak, even the most straightforward message risks getting lost. Uber’s answer is to embed the proposition within culture using music, regional nuance and repeat-friendly short formats to drive recall. The creative team has also layered subtle visual cues including multiple references to “25” within frames encouraging repeat viewing and reinforcing the core message without over-explaining it.
The campaign reflects a broader shift in advertising priorities. As attention spans shrink and media environments get noisier, brands are increasingly favouring clarity over complexity and speed over scale.
Uber’s IPL play may not shout the loudest, but it lands where it matters in the everyday commute. Because sometimes, in a marketplace full of grand narratives, a Rs 25 ride is story enough.
