From ChatGPT to Maaza, several brands are dipping their toes in the micro-drama space to garner eyeballs as they look at new age storytelling formats beyond a 30-second ad. Experts say early engagement metrics have been encouraging and brands could look at building content IPs and incorporating branded micro dramas in their marketing strategies.
Dipshika Ravi, National Creative Director, Schbang, “It’s good to see we are moving from the age of scroll-stopping content to the age of story-stopping content where the real win is not just getting someone to watch, but giving them a reason to come back for the next episode. Examples like ChatGPT’s The Grand Return or Mazza’s Don’t Go Na, demonstrate how brands are using episodic storytelling to build narratives around everyday lives and relationships more organically into the story. I am seeing this shift in conversations with my own clients as well. There’s a growing openness to experimenting with newer storytelling formats that go beyond the conventional 30-second film or standalone reel.”
Stationery brand Hauser Germany’s micro-drama series, Maktoob, conceptualised and executed by Schbang, has garnered over 2 million views within a short span.
Godrej Enterprises Group has recently made its micro-drama debut with ‘2nd Gen Kumars’, an eight-episode series on Instagram. “With 2nd Gen Kumars, our objective was to bring Godrej Enterprises Group’s consumer businesses together within a relatable narrative centred on modern Indian homes, relationships and aspirations. By taking a story-first approach and integrating our products organically into the narrative, we aim to make the brand a seamless part of the content that consumers choose to watch,” said Sumeet Bhojani, Head – Brand and Strategic Insights, Godrej Enterprises Group. He added tht the company sees this as an opportunity to learn from an emerging format and explore its potential as a more enduring part of the content strategy.
Ambika Sharma, Founder & Chief Strategist, Pulp Strategy and Founder NeuroRank believes the real opportunity is to build brand-owned stories that create sustained engagement. “ I expect dedicated budgets to emerge as brands move from experimentation to structured content IPs. However, economics must work beyond views. Brands should measure episode completion, returning audiences, brand recall and eventual conversion.The real winners will be brands that own the narrative and the audience relationship, rather than simply rent attention through another trending format,”Sharma added.
Published on October 24, 2026
