Moving away from algorithm-chasing chaos, how Ultra Media is rekindling culture of slow content

• July 28, 2025
• Ultra Team

Ultra Stories was born from a cultural gap—where younger audiences were losing touch with traditional narratives, and older generations lacked a modern way to pass them on. Reviving India’s timeless storytelling legacy through animation, the platform reimagines folktales, mythology, and magical narratives for a digital-first audience. With a blend of nostalgia, cultural nuance, and tech-powered creativity, Ultra Stories brings Indian oral traditions into contemporary relevance.

In conversation with Adgully, Brinda Agrawal, Head of Marketing at Ultra Media and Entertainment, shares how the brand is building a storytelling ecosystem that balances authenticity with modern content expectations. She delves into the creative strategy behind its narrative verticals, the role of AI, localization challenges, and the platform’s long-term vision to evolve beyond screens into books, AR, and immersive experiences.

What sparked the genesis of Ultra Stories?

We saw a cultural pause where younger audiences weren’t hearing the stories many of us grew up with, and older generations were missing how to pass them on. Ultra Stories emerged from this disconnect. It wasn’t just about nostalgia, it was about relevance. We wanted to animate Indian oral traditions in a way that felt timeless and timely. The spark came from a simple insight; storytelling has always been India’s superpower. We’re just reactivating it for today.

How do you balance authenticity with today’s digital expectations? 

We operate at the intersection of legacy and lifestyle. Audiences today across ages expect fast, meaningful, and beautifully packaged content. But they’re also yearning for identity, roots, and emotional connection. So, our approach is layered: keep the narrative heart intact, but use modern pacing, expressive animation, and culturally conscious design.

What’s the thinking behind the Lok, Pauranik, and Chamatkari Kathayen categories? 

Think of them as story verticals each with its own emotional and thematic DNA. Lok Kathayein brings regional richness and grassroots wisdom; Pauranik Kathayein taps into mythology, ethics, and the divine-human relationship; Chamatkari Kathayein plays with the magical and metaphorical. This segmentation wasn’t just creative, it was strategic. It lets us build a scalable, searchable library that appeals across age groups.

How is AI shaping Ultra Stories creatively and operationally? 

AI is part of our storytelling toolkit. We’re using it for visual enhancement. It’s also helping us analyze audience behaviour across platforms to refine our narratives. We can now test visual ideas faster, and iterate storylines without losing quality or time.

How do you localize for multiple Indian languages while retaining cultural nuance? 

Translation is transactional. Every language we work with involves native writers, cultural historians, and voice actors who ensure that the story doesn’t just “make sense”, but feels right.

What’s your marketing strategy for standing out in the content space? 

We position Ultra Stories as more than just a series—it’s a cultural movement. Our strategy blends nostalgia marketing, value-based storytelling, and digital agility. We’re also tapping into a trend we see globally: a renewed interest in folklore, spirituality, and slow content.

Screen time is often questioned. How does Ultra Stories create meaningful engagement? 

It’s not about how much you watch—but what you watch. Ultra Stories offers bite-sized wisdom, visual poetry, and a break from algorithm-chasing chaos. For families, it’s a chance to co-watch and reconnect. For individuals, it’s reflection through entertainment.

What are some insights from early audience feedback? 

The most surprising insight? Adults are often more moved than children. Many wrote to us saying, “This reminded me of my grandmother,” or “I finally understood that myth better.” The feedback also guided us toward better pacing and more grounded storytelling. We’re learning that audiences want deeper takes, not just moral-of-the-story shortcuts.

Are you exploring partnerships to grow Ultra Stories’ reach? 

Yes. The more doors we open, the more spaces our stories can enter.

Where do you see Ultra Stories 3-5 years from now? 

As an ecosystem and not just a channel. We see Ultra Stories expanding into books, merchandising, AR experiences and more. We believe Indian storytelling can travel, just like yoga or Ayurveda did.