Kuku TV has rolled out a large-scale social media campaign, #DhoniWatchesKukuTV, featuring more than 77 actors from its microdrama slate. The campaign follows cricketer MS Dhoni’s recent association with the platform as both investor and brand ambassador.
According to the company, the number of participating actors is a reference to Dhoni’s jersey number, 7. The campaign is being positioned as one of the larger coordinated social pushes within India’s emerging microdrama segment.
Actors participating in the campaign include Sudhanshu Pandey, Sharad Malhotra, Karanvir Bohra, Zain Imam, Harshad Arora, Ruslaan Mumtaz, Sana Amin Sheikh, Falaq Naaz, Arshi Khan, Gautam Singh Vig and Reyhna Pandit, among others from television and digital platforms.
The campaign centres on short-form video posts by actors across social media, aligned with the broader rise of microdrama content typically episodic, vertical-format videos designed for mobile consumption.
Kuku TV aggregates short-format scripted content featuring both established television actors and emerging creators. The company claims over 180 million downloads and a catalogue of more than 5,000 microdrama titles across multiple Indian languages.
The platforms in the microdrama category are increasingly using creator-led distribution and coordinated social campaigns to drive discovery and user acquisition, particularly in non-metro markets.
