The title ‘Ullu’ in Hindi refers to an owl and is usually used as a phrase for an individual of a questionable aptitude. So, naming one’s model, an OTT platform, after the hen could appear counterintuitive to some. However Vibhu Agarwal, CEO and Founder, UlLLU App, has two good explanation why the title is a match for the platform. “ULLU title may be very apt and matches completely properly for an OTT platform as a result of normally, folks spend their free time in nights by watching web-series or motion pictures on OTT platforms.”
“The second cause,” he explains, “…is that the hen is seen because the car of goddess Lakshmi (goddess of wealth) and from each the factors of view, the group determined to return up the title ‘ULLU’”
Launched in December 2018, the app has been famous for its edgy content material. With an goal to alter the notion of the app, Agarwal is all set to launch the two.0 model of ULLU. The newer model may also present mainstream content material to its viewers together with its signature stuff.
Agarwal instructed that in a lockdown interval, ULLU app witnessed a progress of 220% for the primary two months (of the lockdown interval) later when unlock started, the expansion fee dropped to 150% however nonetheless, it remained greater than the pre-COVID ranges.
“Edgy picture and criticism are additionally two of the explanation why we determined to launch ULLU 2.0. However we’re not altering the USP of the app. We’re simply bringing mainstream content material together with the present content material. We are going to present viewers two variations of a content- censored and uncensored and it will likely be a viewers alternative which one they need to watch,” added Agarwal.
He additional spoke in regards to the notion and picture that the app had why they determined to deliver extra mainstream content material on the app. “What we have now learnt is that everybody has acquired an Ullu app on their telephone however they’ll’t disclose that they’ve an Ullu app on their cellular. We need to change that notion, so in 2.0 model we’ll supply viewers each a ‘plain’ and edgy content- which will probably be additional divided into two segments of censored and uncensored model.
The two.0 model is more likely to go reside from October 30 with some new additions within the app aside from the censored and uncensored model and the mainstream content material. “We’re planning to deliver a ‘Pay-Per-View’ mannequin for the flicks that we have now a plan to premiere on our platform for Rs 10 solely. We’re additionally bringing the ‘premier class’ the place we will probably be releasing net collection within the finances of Rs 5-10 crore. The two.0 model will now even have AVoD mannequin the place shoppers can watch content material totally free on advert fashions.”
A few of the motion pictures within the premium class embrace Peshawar, The Final Present and Assi Nabbe Poore Sau.
On the funding entrance, Agarwal refused to share the precise figures. Nevertheless, stated he did allow us to in on the platform’s subsequent plan: “Now we have a plan to speculate Rs 140 crore within the present monetary yr however precise figures are laborious to say as we’re nonetheless within the starting stage.”
The administration can also be planning to increase its content material and attain throughout geographies. Although a lot of the viewership in India comes from UP, Rajasthan, Gujarat and Maharashtra and a few a part of Delhi and even West Bengal. The app quickly may also have content material in Bengali and Tamil. “Now we have a tie-up for 25 net collection in West Bengal which will probably be filmed in West Bengal,” he provides.
Agarwal has additionally deliberate to launch three extra apps however refused to share extra particulars however by the top of this month, they are going to be launching ULLU Music app. The music AVOD app can have each audio and visuals of the track. It is going to be a music video app to advertise new expertise from throughout geographies.