In a bold pivot from adult content to spiritual storytelling, Vibhu Agarwal, founder and CEO of Ullu, is launching a new OTT platform named Hari Om an all-ages mythological streaming service set to debut in June 2024.
While Ullu carved its niche with bold, adult-oriented content and attracted millions of subscribers, Hari Om takes a completely different route. The platform will exclusively feature ‘U’ rated content, focusing on India’s rich mythological, cultural, and spiritual heritage. The aim? To deliver wholesome, educational, and spiritually enriching entertainment for family audiences across generations.
A Mythological Content Destination for All
Hari Om will launch with over 20 shows, blending long-format and short-format storytelling. From grand narratives of deities to animated tales for kids, the platform’s initial lineup includes:
- Shri Tirupati Balaji
- Mata Saraswati
- Chaya Grah Rahu Ketu
- Jai Jagannath
- Kaikeyi Ke Ram
- Maa Lakshmi
- Navgrah
Renowned actors like Sharad Malhotra, Rati Pandey, Yuktii Kapoor, Mrunal Jain, and Vishal Karwal will bring these stories to life with lavish sets and high production values that echo the grandeur of India’s spiritual past.
The content mix will cater to senior citizens, children, and young adults, offering audio/video bhajans, animated mythological tales, and engaging historical narratives that make learning about culture entertaining.
Vibhu Agarwal’s Vision
Speaking about this transformation, Agarwal shared his inspiration behind Hari Om:
“As Indians, it is essential for us to know our roots, culture, tradition, and heritage to develop a sense of pride and respect for it. Recognizing the growing demand among senior citizens and younger audiences to explore Indian mythology, we’re delighted to introduce Hari Om as a clutter-breaking, family-friendly OTT platform.”
He added that Hari Om will target global audiences interested in Indian spirituality, offering a culturally immersive alternative to modern entertainment trends.
Beyond Ullu: Agarwal’s Expanding OTT Empire
Hari Om marks Agarwal’s third foray into streaming. His flagship platform, Ullu, known for its adult content, is currently eyeing an IPO despite facing regulatory scrutiny over controversial content.
In 2022, he also launched Atrangii TV, which transitioned fully to OTT in 2023. Atrangii focused on family dramas and reality shows, paving the way for a broader content strategy.
Nivedita Basu, SVP at Atrangii, commented on Hari Om’s vision:
“Our focus is on telling untold mythological stories. With a strong cast, immersive storytelling, and high production quality, Hari Om will present India’s spiritual heritage in a way that is both informative and entertaining.”
A Strategic Shift in Indian OTT Landscape
With the launch of Hari Om, Vibhu Agarwal is redefining his media empire by stepping into a family-centric, culturally rich content space. This transition not only broadens his audience but also positions his brand in a more socially acceptable, spiritually resonant narrative.
Whether Hari Om can replicate Ullu’s success in a vastly different genre remains to be seen—but one thing is certain: Agarwal knows how to tap into India’s emotional core, be it through desire or devotion.
