In a content-saturated world where new shows drop every week and audience attention is fleeting, it’s rare for a series to break through the clutter — let alone dominate the conversation. But KULL, the latest web series to quietly premiere and then roar its way to the top, has done just that.

Earlier this month, KULL made headlines by topping the Ormax OTT Audience Report, clocking in at 3.1 million viewers and earning the title of India’s #1 web series. It wasn’t part of a massive marketing blitz, nor did it ride on the back of blockbuster names. What set it apart was something far less flashy, but perhaps more enduring — a gripping story told with honesty and intensity.

Set in a world where morality often clashes with survival, KULL doesn’t handhold its viewers or glamorize its characters. Instead, it dives headfirst into the murky waters of human choices and consequences. The performances are restrained but powerful, the narrative unspools with purpose, and the emotional core never lets up. It’s the kind of storytelling that lingers — unsettling at times, but always real.

Interestingly, KULL marks the third strong digital outing in a row for Balaji Telefilms — following the youthful chaos of Power of Paanch and the eerie unpredictability of Dus June Ki Raat. Each of these shows explored very different themes, yet shared a common thread: a focus on character-driven plots over spectacle.

What’s striking is how Balaji, a production house long associated with high-voltage television drama, seems to have found its rhythm in the quieter, moodier space of streaming content. The transition hasn’t been loud, but it’s been effective — and viewers are clearly responding.

If anything, KULL’s success is a reminder that in the age of OTT, audiences are craving substance as much as style. And sometimes, it’s the show that doesn’t shout the loudest that ends up making the biggest impact.