AAONXT Founder Kaushik Das: Elevating Eastern India's Rich Cultural Heritage through Compelling Regional Content

Kaushik Das, Founder and CEO of AAONXT

AAONXT has become Eastern India's leading OTT platform for regional content. What inspired you to create AAONXT and focus on curating original and indigenous Odia and Bengali content for a global audience?

The vision behind AAONXT has always been to celebrate the rich cultural heritage of Eastern India and bring it to a global stage through compelling storytelling. We recognized the immense talent and potential of local filmmakers and artists in Odia and Bengali cinema, and we wanted to provide them with a dedicated platform to showcase their creativity. Our goal is to present authentic and engaging content that resonates not only with regional audiences but also with viewers worldwide who appreciate quality storytelling and diverse narratives.

The success of your original film "Four" has been exceptional, winning the Indian Telly Streaming Awards. How does AAONXT plan to continue producing such unique and captivating content that resonates with the audience?

The success of "Four" at the Indian Telly Streaming Awards has motivated us to continue pushing the boundaries of storytelling and creativity. We firmly believe in nurturing and collaborating with talented filmmakers and artists who share our passion for storytelling. AAONXT remains committed to providing a platform for innovative and thought-provoking narratives that showcase the cultural richness and diversity of Eastern India. Our upcoming exclusive content releases, such as "ADIEU GODDARD," "KHYANIKA," "RUNANUBANDHA," and "DALCHINI," will further demonstrate our dedication to delivering captivating and award-winning content to our audience.

AAONXT has seen remarkable growth, and you're planning to launch nine exclusive content offerings this year. Can you share with us some insights into the kind of stories and genres that these upcoming exclusives will explore?

The nine exclusive content offerings scheduled for release on AAONXT this year will span a wide range of genres, each with a distinct and captivating storyline. Our viewers can look forward to engaging with social dramas, thrillers, romantic tales, and slice-of-life stories that authentically reflect the essence of Eastern India's culture and traditions. Movies like "MALIPUT MELODIES" and "PRAHELIKA" will celebrate the beauty and emotions of rural Odisha, while "JAJABARA 2.0" and "DALCHINI" will take audiences on emotional journeys set in the metropolis of Kolkata. We are committed to delivering diverse and entertaining narratives that appeal to a broad spectrum of audiences.

Regional storytelling is at the heart of AAONXT's content strategy. How do you strike a balance between preserving Odisha and Bengal's cultural heritage while catering to a diverse audience with varied preferences?

Striking a balance between preserving the cultural heritage of Odisha and Bengal while catering to a diverse audience is a central pillar of AAONXT's content strategy. We firmly believe that storytelling is a powerful medium to bridge cultural gaps and foster a sense of unity among viewers. While showcasing the unique cultural nuances of Odisha and Bengal, we also ensure that our narratives explore universal themes that resonate with viewers from different backgrounds. Our commitment to authentic regional storytelling combined with a focus on universal emotions helps us strike that balance and create content that touches the hearts of our audience.

AAONXT has collaborated with several top ISPs and OTT bundling services across India. How do you envision the future of regional OTT platforms collaborating with larger networks to expand your reach?

Our collaborations with top ISPs and OTT bundling services have been crucial in expanding AAONXT's reach and making our content accessible to a wider audience. We envision a future where regional OTT platforms continue to form strategic partnerships with larger networks to extend their reach and provide high-quality content to viewers across the country. These collaborations are not only essential for reaching new audiences but also for promoting regional content and nurturing local talent. As the demand for regional content grows, such partnerships will play a vital role in establishing regional OTT platforms as key players in the Indian entertainment industry.

In just a short period since its launch in 2020, AAONXT has gained a substantial subscriber base and revenue growth projections. What marketing and content strategies have been key to this rapid growth, especially in a competitive OTT landscape?

The rapid growth of AAONXT can be attributed to our strategic marketing initiatives and focus on delivering high-quality content that resonates with our audience. We have leveraged digital marketing, social media, and targeted campaigns to create brand awareness and engage with potential subscribers. Additionally, our content strategy has been curated to cater to diverse preferences while staying true to our regional roots. By investing in original and award-winning content like "Four," "SUKA BHAI RA SHOLAY," and the upcoming exclusive releases, we have garnered a loyal and growing user base. Our commitment to seamless streaming, personalized recommendations, and an immersive viewing experience has further solidified our position in the competitive OTT landscape.

AAONXT has been at the forefront of introducing innovative content genres like "Comedy Shots," Odisha's first stand-up comedy show. How do you see the regional audience's response to such fresh and unconventional content, and what other unique genres can we expect from AAONXT in the future?

The regional audience's response to "Comedy Shots" has been overwhelmingly positive. We are thrilled to witness the appreciation for fresh and unconventional content in Eastern India. The success of "Comedy Shots" has encouraged us to continue exploring new genres that resonate with our audience's evolving tastes. In the future, viewers can expect AAONXT to introduce more diverse and unique content, spanning genres like mystery, sci-fi, historical dramas, and documentaries. We believe that by continually innovating and pushing creative boundaries, we can captivate our audience and establish AAONXT as a pioneer in regional entertainment.

As a founder, what challenges did you face in establishing AAONXT, and how did you overcome them? What advice do you have for other aspiring entrepreneurs looking to enter the OTT industry with a regional focus?

Establishing AAONXT in the competitive OTT landscape came with its share of challenges. One significant challenge was gaining recognition and visibility amidst larger national and international players. To overcome this, we focused on differentiating ourselves by offering authentic regional content that resonates with our target audience. We also emphasized strategic collaborations with regional filmmakers and artists to curate a unique and diverse content library.

For aspiring entrepreneurs looking to enter the OTT industry with a regional focus, my advice would be to stay true to your vision and believe in the power of regional storytelling. Focus on delivering high-quality content that connects with your audience and fosters a sense of pride in your culture. Embrace innovation, be adaptable to changing market dynamics, and build strategic partnerships to enhance your platform's reach. Most importantly, be passionate about what you do, and that passion will drive you forward in your entrepreneurial journey.