Mumbai: Balaji Telefilms has introduced ‘Kutingg’, a new vertical video content segment created exclusively for on-the-go viewers. With this innovation, Kutingg becomes one of India’s first platforms to deliver original stories shot entirely in vertical format, optimized for immersive smartphone viewing.
Designed to cater to India’s rapidly evolving digital audience, Kutingg promises shorter, sharper, and more engaging narratives—ideal for consumption during breaks, commutes, or casual social browsing. As mobile content consumption surges, this move marks a significant commitment to both format innovation and agile, high-impact storytelling.
Launching with a versatile slate of short-format originals, Kutingg will feature content across genres including romance, thrillers, slice-of-life, youth-centric dramas, and relationship-based stories. Each story is curated to deliver a bite-sized yet immersive viewing experience, meeting the needs of time-starved, screen-native users.
Commenting on the launch, Nitin Burman, Group Chief Revenue Officer (CRO), Balaji Telefilms Ltd, said, “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 content consumption, Kutingg opens up a new creative canvas for emerging writers and filmmakers to explore experimental styles and narratives within the vertical storytelling medium.
