Key Points:
- Founder’s Transition: Vibhu Agarwal, the founder of Ullu, known for adult content, ventures into mythological content with ‘Hari Om,’ a new OTT platform.
- Content Focus: ‘Hari Om’ exclusively offers ‘U’ rated content suitable for all age groups, diverging from Ullu’s traditional adult-oriented programming.
- Cultural Exploration: The platform aims to celebrate Indian heritage, culture, and spirituality, tapping into a growing global interest in such themes, especially among younger audiences.
- Diverse Lineup: With over 20 mythological shows, including series for seniors, children, and young adults, ‘Hari Om’ promises a comprehensive exploration of Indian mythology. Animated content is also curated for children.
- Cast and Titles: Anticipated titles include ‘Shri Tirupati Balaji,’ ‘Mata Saraswati,’ ‘Jai Jagannath,’ and ‘Maa Lakshmi,’ featuring renowned actors like Sharad Malhotra and Rati Pandey.
Vibhu Agarwal, the brain behind the renowned video streaming platform Ullu, has embarked on a new journey into the realm of mythology. In an unexpected yet intriguing move, Agarwal, also the CEO of Ullu, has unveiled ‘Hari Om,’ an OTT service dedicated solely to mythological content. This platform, slated to debut in June 2024, promises a diverse range of shows catering to audiences of all ages, a stark departure from Ullu’s traditional adult-focused content.
A Shift in Focus:
‘Hari Om’ marks a significant departure from Ullu’s established reputation. Unlike its parent platform, which primarily caters to adult audiences, ‘Hari Om’ will exclusively offer ‘U’ rated content, ensuring suitability for viewers across generations. Agarwal expressed his vision for ‘Hari Om’ as a platform that celebrates Indian heritage, culture, and spirituality, resonating with both seasoned viewers and the younger demographic increasingly drawn to such themes.
A Cultural Odyssey:
The platform’s lineup boasts more than 20 mythological shows, spanning various formats tailored for seniors, children, and young adults alike. From captivating series to soulful bhajans available in both video and audio formats, ‘Hari Om’ promises a holistic exploration of Indian mythology. Particularly exciting is the inclusion of animated content designed to introduce children to the rich tapestry of Indian folklore.
Agarwal emphasized the importance of reconnecting with one’s cultural roots, stressing the significance of understanding and cherishing India’s profound heritage. He expressed confidence that ‘Hari Om’ would serve as a global platform for families seeking to immerse themselves in the timeless tales of Indian mythology.
Diverse Offerings:
Among the platform’s anticipated titles are ‘Shri Tirupati Balaji,’ ‘Mata Saraswati,’ ‘Jai Jagannath,’ and ‘Maa Lakshmi,’ featuring a talented ensemble cast including Sharad Malhotra, Rati Pandey, Yuktii Kapoor, Mrunal Jain, Vishal Karwal, and others. This eclectic mix of shows aims to cater to the varied tastes and preferences of audiences worldwide.
Navigating Regulatory Waters:
Despite the anticipation surrounding ‘Hari Om’s’ launch, it’s worth noting that Ullu Digital, the parent company, has recently found itself under regulatory scrutiny. Reports indicate that regulatory bodies such as the Securities and Exchange Board of India (Sebi), the Ministry of Corporate Affairs, and the Ministry of Electronics and Information Technology have initiated investigations following complaints. This comes in the wake of Ullu Digital’s plans to raise funds through an initial public offering (IPO), adding a layer of complexity to the company’s future endeavors.
In Conclusion:
As ‘Hari Om’ prepares to make its mark in the competitive OTT landscape, it represents not only a strategic shift for Ullu but also a testament to the enduring allure of Indian mythology. With its promise of inclusive and culturally enriching content, the platform is poised to captivate audiences worldwide, offering a gateway to the timeless tales that define India’s cultural fabric. As the countdown to its launch begins, all eyes are on ‘Hari Om’ to see whether it can carve a niche in an increasingly crowded market while navigating the regulatory challenges that lie ahead.
