The two production houses are looking to tap the growing demand for short-form entertainment through original content and creator partnerships.
afaqs! news bureau13 Nov 2026
08:32IST
New Update
Aamir Khan Productions and Excel Entertainment are joining forces to develop a microdrama platform, marking the entry of two established production houses into India’s growing short-form entertainment market.
The venture, which has been in development for some time, is being envisioned as a mobile-first entertainment destination catering to the growing appetite for short, episodic content. The platform will draw on the existing intellectual property (IP) libraries of both production houses while investing in original stories created specifically for the microdrama format.
Unlike conventional short-video platforms that largely feature user-generated content, the proposed venture is expected to focus on professionally produced stories, with an emphasis on production quality.
According to media reports, the companies are exploring collaborations with popular digital creators and YouTube personalities. The venture is also understood to be in the process of securing a partnership with a prominent telecom operator, which could help expand its distribution and reach a wider consumer base.
While details about the platform’s launch, content slate and monetisation strategy are yet to be disclosed, the venture is expected to explore a combination of advertising-led distribution and longer-form <a href="https://comicvibe.com/where-to-watch-blade-runner-2099-streaming-guide/” title=”Where to Watch 'Blade Runner 2099': Streaming Guide”>streaming opportunities.
Microdramas typically comprise short, scripted episodes designed for mobile viewing. Often presented in vertical formats, these stories rely on fast-paced narratives and cliffhangers to encourage viewers to continue watching. The format has been gaining traction as entertainment consumption increasingly shifts towards shorter, mobile-first experiences.
Several OTT platforms and broadcasters have entered India’s microdrama market. JioHotstar has launched JioHotstar Tadka, while Zee Entertainment has introduced BULLET. MX Player, Amazon miniTV and Sun TV Network’s KadhaiShorts have also explored the format. Dedicated apps such as Kuku TV, Story TV and Pocket TV are competing in the space.
Brands are also exploring microdramas as an advertising format. Flipkart, Tata Motors Commercial Vehicles and JK Super Cement have experimented with integrating products into scripted short-form stories.
Excel EntertainmentAamir Khan ProductionsMicrodrama
afaqs! CaseStudies : From early roots to everyday relevance. Explore the brand journeys.
