Godrej Tests Microdramas as 1 in 2 Watch Daily

Godrej Enterprises Group is putting serialised storytelling to a measurable test. The company has launched 2nd Gen Kumars, an eight-episode Instagram series that folds four consumer businesses — digital locks, home lockers, furniture and home appliances — into one narrative about contemporary Indian family life.

Why microdramas are moving up the mix

Microdramas are no longer a fringe habit. Redseer Strategy Consultants’ August 2026 report, The AVOD Imperative: Monetising Serialised Content at Scale in India, found that nearly one in two surveyed users engage with microdrama apps daily. Around 84 percent discover the format through social media, short-form video and word of mouth. Godrej wants to be early on this curve.

“We wanted to be early in the learning curve of what we see as a promising new format,” said Sumeet Bhojani, head of brand and strategic insights at Godrej Enterprises Group.

Story first, products later

The series isn’t built as a long ad. Bhojani says the team avoided overt product placements and opened with a story-first approach, letting products appear naturally in the household rather than starting with an integration objective and building a plot around it.

Instagram was chosen for its reach and short-form role; this also matches how people find microdramas. Redseer found around 64 percent first discovered them via social and short-form platforms, and another 20 percent through friends or family.

The metric that matters

The real experiment is effectiveness. The group will track brand consideration, brand searches and share of search over the next two to three months, rather than judging the series on views and impressions. “Views and impressions and audience growth does not guarantee effectiveness,” Bhojani said.

If the first season moves those brand metrics, microdramas could become mainstream for Godrej’s marketing. It hasn’t disclosed a budget, but Bhojani notes the format can be more cost-effective than conventional digital advertising because relatable characters and everyday settings replace expensive production and celebrity talent.

What brand teams can borrow

• Commit to one audience metric before launch: consideration, search or share of search.
• Choose a story territory your product already lives in — domestic routines, family conflict, aspiration.
• Let product presence be earned by the plot, not forced into it.
• Treat season one as evidence, not a one-off content play.

The psychology is simple: serialised short-form content creates repeated, low-friction exposure. That repetition can build familiarity and emotional connection over time — provided the story holds attention well enough to carry the brand along.

Source: ETBrandEquity.com