MUMBAI: In a market already brimming with over-the-top content, a new disruptor has made its debut with more 'chull' than chill. Flickfusion Media INC, a U.S.-based digital media company, officially launched Chull OTT in India, aiming to rewrite the rules of streaming with stories that are unfiltered, unafraid, and unapologetically local.

Launched from Mumbai, the platform draws inspiration from the Hindi slang 'chull' — that unstoppable itch for change. And that's precisely what the platform claims to bring to India's estimated $13 billion OTT market by 2030. While global giants continue to churn out algorithm-tested content, Chull OTT bets on regional narratives, experimental formats, and bold, emotionally resonant storytelling.

"We're here to shake things up by offering fresh, bold, and emotionally gripping stories that mainstream platforms often overlook," said Flickfusion Media INC CEO Deepak Joshi. "India's vibrant storytelling culture deserves a space where creativity isn't restricted by formulas — and Chull OTT is that space."

The platform enters the scene with a slate of multi-language content across Hindi, Tamil, Telugu, Kannada, and Bangla.

The promise?

Uncensored originals spanning drama, comedy, and documentaries. An AI-powered recommendation engine tailors content based on viewing behaviour, while the app is fine-tuned for low-bandwidth environments — a nod to India's thriving tier two and tier three markets.

Chull OTT also comes armed with a clean, user-friendly interface and aggressive pricing. Subscriptions start at Rs 79 a week, Rs 149 monthly, Rs 329 quarterly, and Rs 579 annually — designed to fit screens and wallets alike.

Collaborations with regional creators, local production houses, and telecom partners are already underway. The company has promised strict adherence to data privacy and cultural sensitivity standards, hoping to build trust as well as audience share.

Whether it is a gritty docuseries about small-town India, a rebellious rom-com, or a no-holds-barred stand-up special, Chull OTT says it isn’t playing safe — and that might just be its most binge-worthy promise.