OTT festive makeover: Storytelling, sentiment and new screen economy

While India gears up for its most glittering season, OTT platforms are quietly working behind the scenes to grab a slice of your festive downtime—with fresh lineups, cultural hooks and family friendly stories designed for living room marathons.

- Lata Jha

Big titles, family genres and regional content are increasingly timed around major festivals.

(DHARMATIC/X.COM)

Netflix, which has dropped Dhadak 2 and Son of Sardaar 2 post theatrical release, will premiere an animated series called Kurukshetra, while Jio-Hotstar is launching Pitch to Get Rich, a fashion reality show featuring Akshay Kumar and Karan Johar.

Big titles, family genres and regional content are increasingly timed around major festivals, bundled with offers. ZEE5, for instance, has lined up campaigns and on-ground activations to deepen its cultural connection.