Balaji Digital’s strategic push into the streaming universe is showing tangible results, as two out of its three original titles have made it to the Ormax Media Top 50 Streaming Originals in India Mid-Year Report (Jan–June 2025). This marks a strong milestone for the studio’s digital content arm, led by creative head Aparna Ramachandran and backed by the vision of Ekta Kapoor.

Among the entries, ‘Kull: The Legacy of the Raisingghs’ landed at #17 with 10.4 million viewers, while ‘Power of Paanch’ followed closely at #23 with 9.4 million viewers. Both series are streaming on JioHotstar, reaffirming Balaji Digital’s growing resonance with younger, story-hungry audiences.

The company first tested digital waters in 2024 with ‘Dus June Ki Raat’, a comedy-thriller that set the tone for its content DNA — rooted in emotion, layered with relatability, and bold in storytelling. In early 2025, Balaji upped its game with ‘Power of Paanch’, a genre-bending youth fantasy drama exploring campus politics, rebellion, and identity. May 2025 saw the arrival of ‘Kull’, a sweeping dynastic saga steeped in betrayal and political intrigue, signaling Balaji’s willingness to go bigger and bolder.

“This kind of validation tells us we’re on the right path,” said Aparna Ramachandran, Head of Digital Originals at Balaji Telefilms. “At Balaji, storytelling has always been our lifeblood, and digital is just another canvas — albeit a thrilling one. Both ‘Kull’ and ‘Power of Paanch’ were created with the belief that audiences today seek emotionally intelligent, narratively rich stories.”

The statement was issued through a press release from Balaji Digital.

Ramachandran further emphasized the shift in viewing behavior in the streaming age. “There’s no captive audience anymore. Today’s viewer curates content based on mood, taste, and emotional relevance. We are happy to have struck a chord with specific segments and look forward to building more powerful stories from here.”

While ‘Dus June Ki Raat’ leaned into quirky familial drama and light mystery, ‘Power of Paanch’ gave voice to a younger generation navigating fantasy, freedom, and rebellion. ‘Kull’, in contrast, offered cinematic grandeur and brooding tension set against a royal backdrop — a notable departure from Balaji’s earlier digital ventures.

With its rising momentum, Balaji Digital is gearing up to roll out an expanded OTT slate, promising genre-defying narratives, richer world-building, and bolder character arcs. Under Ekta Kapoor’s leadership, the studio is eyeing deeper collaborations across platforms and sharper genre experimentation.

“The pressure on creators today is real, but it’s also an opportunity,” Ramachandran concluded. “We’re building a space where fresh voices, morally complex characters, and unconventional genres can thrive. The aim is simple: break moulds and stir conversation.”