India, May 22 -- "Sex sells! The old cliche never turned old really, and if you are in this business, you will earn money. This is how Ullu has capitalised," said a film industry veteran. "In this business, the promise of such content is a double-barrelled gun."

Ullu took the Hindi word for the nocturnal owl to brand itself, and its repository of short films and web series for adult consumption. The symbolism of the nocturnal bird and the allure of sexually-gratifying content is undeniable.

And while sex sells, it also kicks off big debates in India.

Ullu came under the glare of the National Commission of Women earlier this month. The platform had to take down a reality show, House Arrest, after a viral clip of the show displaying cont...