Mumbai: Kuku TV has launched a large-scale social media campaign titled #DhoniWatchesKukuTV, bringing together over 77 actors from its microdrama ecosystem following its recent association with MS Dhoni as investor and brand ambassador.
The campaign strategically aligns the number of participating actors with Dhoni’s iconic jersey number, 7, positioning it as one of the more expansive coordinated social media pushes within India’s fast-growing microdrama segment. It features a wide mix of television and digital talent including 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.
Built around short-form, vertical video content, the campaign leverages actor-led posts across social media platforms, reflecting the growing consumption of bite-sized, episodic storytelling designed for mobile-first audiences. The initiative underscores how platforms in the microdrama category are increasingly relying on creator-driven distribution models and coordinated influencer amplification to boost discoverability and engagement.
Kuku TV, which focuses on aggregating short-format scripted content across multiple Indian languages, claims a user base of over 180 million downloads and a library of more than 5,000 microdrama titles. The platform’s latest campaign highlights its intent to scale user acquisition, particularly in non-metro markets where demand for vernacular, mobile-first entertainment continues to rise.
With the backing of a high-profile personality like MS Dhoni and a network of established actors, the campaign signals Kuku TV’s aggressive push to strengthen its position in India’s evolving digital content ecosystem.
