Stories
Myntra Expands Microdrama Strategy as Short-Form Content Surges
- •Myntra has launched a new microdrama series titled Folks in the Building in collaboration with SW Network, featuring a cast of familiar internet personalities and actor Gulshan Grover.
- •The microdrama market in India is expanding rapidly, projected to reach 4.5 billion dollars by 2030 with significant growth in downloads and monthly active users.
- •Major entertainment companies like Zee Entertainment and Balaji Telefilms are adapting established intellectual properties into mobile-first microdramas to capture audience attention.
- •Social media platforms and streaming services are continuously introducing new features like YouTube Shorts Series and Instagram episodic tools to support the booming short-form content ecosystem.
Key Questions Answered
Myntra's latest microdrama series is titled Folks in the Building and comprises four two-minute films. The series imagines a shared building inhabited by familiar internet personalities and fictional neighbours, featuring a recurring Myntra delivery executive named Vishal who becomes an accidental witness and participant in their situations.
According to Lumikai’s State of India Interactive Media Report 2025, microdramas have clocked 450 million downloads and 100 million monthly active users in India. The category is projected to reach $4.5 billion by 2030, with a forecast of 91% growth in 2026.
Zee Entertainment licensed properties such as Agent Raghav, Agle Janam Mohe Bitiya Hi Kijo, Santoshi Maa, and Fear Files to Story TV for microdrama adaptation following its acquisition of Bullet in June 2025. Additionally, Balaji Telefilms partnered with Story TV, and Applause Entertainment signed an exclusive agreement with Story TV for a vertical adaptation of Hello Mini.
