The content powerhouse embraces a digital-first strategy while staying rooted in its storytelling legacy.
Balaji Telefilms is ramping up its digital strategy with a diverse slate of content tailored for OTT platforms, YouTube, and traditional TV. As audience preferences continue to evolve, the company is reshaping its approach to storytelling by adopting a platform-first mindset while holding on to its signature narrative style.
In Q1 FY25, the company reported an 11% quarter-on-quarter rise in group revenue, reaching ₹149.2 crore – a sign of strong momentum as Balaji pivots toward a digitally integrated future.
As part of this shift, Balaji has rolled out original shows for JioHotstar, including the college-centric drama Power of Paanch and the psychological thriller Dus June Ki Raat. Another recent highlight is Kull – The Legacy of the Raisingghs, a family drama featuring Nimrat Kaur, Ridhi Dogra, and Amol Parashar.
The company is also tapping into YouTube Originals with its debut series The Great Indian Cricket Fan, which celebrates the country’s deep-rooted love for cricket. These initiatives underscore Balaji’s commitment to creating digital-first content for diverse audiences across regions and platforms.
Nitin Burman, Group Chief Revenue Officer at Balaji Telefilms, explained the company’s vision:
“Storytelling is the core of who we are. We’ve always created narratives that reflect the dreams and emotions of Indian audiences. Now, we’re expanding that legacy into the digital era. From metros to small towns, and across age groups, our aim is to connect more deeply with every viewer through tailored, platform-specific content.”
He added, “We’re not just increasing our presence – we’re setting new benchmarks in content that’s emotionally resonant and culturally grounded. With a growing digital catalogue and continued innovation, Balaji is ready to lead the next wave of entertainment both in India and beyond.”
While Balaji doubles down on digital content, its traditional formats remain strong. The studio continues to deliver television hits like Bade Achhe Lagte Hain, and is developing new film projects including Bhoot Bangla and VVAN – Force of the Forrest. Rumors also suggest a potential revival of the iconic Kyunki Saas Bhi Kabhi Bahu Thi.
As Balaji Telefilms broadens its reach with a mix of long and short-form stories across mediums, the company is positioning itself as a modern content leader with timeless storytelling at its core.
