In her current role, she aims to drive a bold creative renaissance and build an emotionally layered, binge-worthy series that blends cultural depth with platform precision. She aspires to not just commission content but also shape IPs, curate writers’ rooms, and push genre boundaries in a formula-saturated market.

From psychological thrillers like Kull to dramas challenging the ‘perfect Indian family’ trope, she champions fresh, fearless stories that resonate with Gen Z and the mass audience alike.

As OTT competition heats up and attention spans shrink, Ramachandran bets on what never ages: a good story told with depth, boldness, and relevance.

In our June issue, Aparna Ramachandran, head – digital originals, Balaji Telefilms, detailed the company’s evolution, the need for a unified OTT ecosystem, tackling short attention spans, navigating censorship, and more.

At the heart of Balaji Telefilms lies a distinct content DNA - one that Ramachandran holds in high regard.

“At the core of Balaji lies its content DNA - stepping into a role where one is responsible for upholding that legacy demands the right kind of training,” she said.

For Ramachandran, every phase of her career—whether in newsrooms or writers’ rooms—has been a stepping stone to her current leadership at Balaji’s digital originals division. It’s a role that demands intuition, adaptability, and a deep understanding of storytelling that resonates widely.

Her North Star, however, has always been the audience.

“The audience has always dictated the vision… we’ve kept our ear to the ground,” she asserted.

Whether it’s the rise of smartphones or the changing social fabric, Balaji’s shift from television to digital was driven by an unflinching commitment to follow the audience’s evolving tastes. In her view, adaptability is not a trend - it’s the DNA of the brand.

At the centre of this adaptability is Ekta Kapoor’s creative foresight, which Ramachandran considers a privilege to follow.

“Following Ekta’s lead has been a privilege - her ability to spot potential often translates into enduring intellectual property,” she shared.

Shows like Kull are a testament to Kapoor’s instinct, where bold ideas often emerge ahead of their time, only to resonate deeply once they’re out in the world.

Speaking of Kull, Ramachandran offers insight into its conceptual core.

“Kull was built on the idea of innovating within a family narrative keeping family at the heart, relatable across formats and tones,” she explained.

Even with a fragmented and diverse digital audience, she believes the emotional anchor of family remains a universal thread. The show’s exploration of sibling dynamics serves as both a mirror and a conversation starter for modern viewers navigating similar relationships.

Marketing such content, she said, begins and ends with the story itself.

“Our strategy has always been: let the content do the talking," she remarked.

Rather than relying on high-decibel launches, Balaji trusts in the strength of its storytelling, the credibility of its talent, and the organic ripple effect that compelling content generates.

“There’s a clear funnel… the audience picks it up, spreads it, and eventually, brands and platforms follow,” she shared, describing how word-of-mouth snowballs through memes, shares, and eventually, larger visibility.

Still, the OTT industry has room to grow when it comes to understanding what truly works at scale.

“If we could agree on a common metric or benchmark, it would be hugely beneficial not just for morale but also as a North Star,” Ramachandran said. With so many players and formats, she sees value in an ecosystem-wide framework that offers clarity, insight, and direction.

Platform partnerships, she adds, are critical to ensuring content travels.

She shared, “Our decisions always come down to our core job: creating a fabulous show and then finding the right platform to take it to the audience.”

Recent tie-ups with JioStar and global OTT majors are part of a deliberate effort to amplify reach without compromising intent.

As for shrinking attention spans? Ramachandran doesn’t see them as a threat - but as a creative challenge.

“Short attention spans don’t mean audiences don’t care it means their time is limited,” she said. The answer lies in crafting stories that cut through fast, strike an emotional chord, and linger.

She’s also a firm believer in emotional truth as the bridge between local and global.

“The more intimately a story reflects a character’s inner truth, the more universally it resonates.”

Authenticity, she insisted, is what makes stories travel across borders.

In closing, she reflected on the need for sharp audience targeting in today’s fast-moving content landscape.

“One’s focus narrows with format and audience the sharper your focus, the better you understand the issues that matter," she added.

Whether it’s a sprawling drama or a tight thriller, the challenge remains the same: to reflect real lives, in real time, with relevance and resonance.

Read the full chat in the June issue of Manifest. Get your copy here.