The content strategy of ULLU Originals revolves around attracting a mature audience seeking content not found on traditional TV or mainstream streaming services. Key themes frequently explored in ULLU Originals include: Bold Thrillers and Romance

The fog pressed against the neon sign. U L L U flickered like a heartbeat.

Many small-town actors use ULLU as a stepping stone to mainstream web series. For better or worse, it's one of the few platforms giving regular work to faces that don't fit Bollywood's beauty standards.

The platform's content library is vast, covering multiple genres, including drama, romance, thriller, mystery, and horror. However, ULLU Originals have become near-synonymous with one specific genre: . The platform offers content in multiple languages, including Hindi, Punjabi, Tamil, and others, allowing it to reach a wide, pan-Indian audience.