In a bold leap toward mobile-first storytelling, Balaji Telefilms has unveiled ‘Kutingg’, a fresh vertical content segment aimed squarely at India’s fast-moving, screen-savvy audience. Designed exclusively for smartphone viewing, ‘Kutingg’ will deliver original stories shot entirely in vertical format, creating a storytelling experience that is tailor-made for mobile screens and short attention spans.

The announcement marks a significant milestone in the evolution of India’s digital content landscape. As consumption habits shift towards short, impactful formats, especially among Gen Z and urban millennials, ‘Kutingg’ promises to blend brevity with cinematic quality. The segment is being positioned as an on-the-go companion — perfect for lunch breaks, commutes, or those quick entertainment scrolls between meetings.

According to the official press note, ‘Kutingg’ will launch with a dynamic lineup of short-format originals spanning multiple genres including thrillers, slice-of-life dramas, youth-centric narratives, romances, and campus stories. Each series is designed to be quick yet immersive — matching the way viewers today engage with content through rapid swipes and vertical screens.

Nitin Burman, Group Chief Revenue Officer at Balaji Telefilms Ltd, shared the company’s vision behind Kutingg, stating, “We’ve always been at the forefront of innovation, and with ‘Kutingg’, we’re introducing a new storytelling format that offers an intimate and engaging viewer experience. This mobile-first, vertical format is designed to meet the evolving viewing habits of today’s audience. Kutingg breaks traditional screen boundaries and represents the future of content—snackable, striking, and personal. Our vision with Kutingg is to redefine how stories are consumed, offering an immersive, flexible viewing experience that aligns with the fast-paced, on-the-go lifestyles of young India. We’re proud to be pioneers in leading this change.”

Beyond consumer experience, ‘Kutingg’ also opens creative doors for India’s growing pool of emerging writers and directors. By embracing the vertical frame, creators can experiment with style, structure, and perspective — turning the smartphone screen into a canvas for bold, fresh narratives.

With the launch of Kutingg, ALTT reinforces its status as a trendsetter in India’s ever-evolving OTT landscape. The segment stands as both a content innovation and a strategic move, positioning Balaji to stay ahead of digital storytelling trends and deepen its connect with mobile-first viewers.