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Targeting in-between moments
Financial Express Pune
|March 23, 2026
WHY ARE BRANDS LAUNCHING PROPRIETARY MICRODRAMAS
Sharma-ji gets an invitation to the wedding of Rinki, the best friend of his daughter Jahnvi, and the daughter of their neighbour, the Mehta family. While Jahnvi and her mother are excited to hear the news, Sharma-ji refuses to attend the wedding over a five-year-old tiff with the Mehta family. Jahnvi tries to convince her father but finds no success. Not one to give up easily, she thinks of a new way to convince her father to attend the wedding.
No, that's not the storyline of the newest daily soap on your favourite general entertainment channel but an opening episode of 'Myntra Mohalla' (the names of the characters have been changed though), a microdrama released by online fashion store Myntra.
Myntra is not alone.
Bu hikaye Financial Express Pune dergisinin March 23, 2026 baskısından alınmıştır.
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