Ekta Kapoor’s new OTT app Kutingg marks a bold comeback after the setback of ALTT’s ban 🚀. The platform’s emphasis on safe, family-friendly entertainment is a refreshing shift, aiming to rebuild trust and connect with a broader audience base. The strategy shows Kapoor’s ability to adapt and reimagine her content empire.

However, the challenge lies in differentiation. The OTT market is crowded, and Kutingg must prove that it offers more than just “safe” shows. While vertical videos and mobile-first design are clever touches, content quality and originality will ultimately decide if it stands out or fades in the noise. Expectations are high, and comparisons with giants like Netflix and Amazon Prime are inevitable.

On a positive note, Kapoor’s timing seems strategic. With Balaji’s recent partnership with Netflix, Kutingg benefits from renewed industry credibility. The launch signals resilience and reinvention, and while success is not guaranteed, it’s an intriguing gamble that could reshape Balaji’s digital chapter 📱✨.