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Vibhu Agarwal, CEO of ULLU, noted that the platform aimed to refresh its content, stated: "While some people appreciated [cleaner content], some did not. But the overall response has been satisfactory. The audience needs time to change" . The strategy has included bringing more mainstream-styled storylines, often focusing on life choices, suspense, and thriller elements, while still operating within the brand's established identity. Popular ULLU Originals Genres and Series
: ULLU is a paid service. It typically offers various membership tiers: ULLU Originals
Tackling the controversial Islamic practice of 'Nikah Halala', Halala moved beyond mere titillation to social commentary. While it received flak for its graphic scenes, the series started a digital conversation about a law that many urban Indians were unaware of. It showed that ULLU Originals could occasionally dip their toes into socially relevant storytelling. Vibhu Agarwal, CEO of ULLU, noted that the
ULLU was founded in 2017 with a vision to provide a platform for creators to showcase their talent and for audiences to discover new and exciting content. Initially, the platform focused on short-form videos, but it soon expanded its offerings to include long-form content, including web series, movies, and documentaries. Today, ULLU has become a household name, synonymous with quality entertainment and innovative storytelling. While it received flak for its graphic scenes,
ULLU Originals stands as a testament to the diversification of Indian digital media. While it operates on the fringes of mainstream