Mumbai: Angel One Limited has partnered with The Viral Fever (TVF) to launch ‘12th Man’, a 15-episode original microdrama series designed for India’s mobile-first youth audience.
Positioned as a first-of-its-kind collaboration between a broking platform and a content studio in the microdrama format, the series has been launched across the Instagram handles of Angel One, TVF and Micronama. The initiative reflects the growing intersection of financial brands, cricket culture and short-form storytelling aimed at younger consumers.
Starring Anshuman Rai, the series follows the journey of Mohit Kumar, a former Ranji cricketer whose career is cut short by injury, forcing him into the role of a perpetual “12th man.” Through the character’s struggles, aspirations and emotional resilience, the story explores themes of second chances, self-belief and personal reinvention.
The company said the campaign is designed to move beyond traditional financial marketing and instead create emotional resonance through culturally relevant storytelling formats.
Angel One noted that the launch comes at a time when microdramas are emerging as a rapidly growing global content category, particularly among mobile-first audiences consuming short-form entertainment across digital platforms. By entering the format during the ongoing IPL season, the company aims to strengthen its engagement with younger consumers through content deeply rooted in cricket culture and relatable life experiences.
Speaking about the initiative, Zameer Kochar, Chief Marketing Officer, Angel One, said, “12th Man is a story about resilience and quiet self-belief, qualities we see in young India every day. We chose the microdrama format because it reflects how this generation engages with stories today, and we partnered with TVF because few storytellers understand this audience as instinctively as they do. Our goal was simple, to create something people don’t just watch, but truly feel.”
Commenting on the collaboration, Vijay Koshy, President, TVF, said, “At TVF, we’ve always believed that stories find new forms as audiences evolve. With Micronama and 12th Man, we wanted to explore a storytelling format that feels native to today’s mobile-first generation while still retaining emotional depth and relatability. Partnering with Angel One on this has been exciting because they approached the idea not just as a brand integration exercise, but as a genuine story rooted in aspiration, resilience, and youth culture.”
The launch of ‘12th Man’ also builds on Angel One’s broader strategy of embedding itself deeper into cricket culture beyond conventional sponsorships. Earlier this IPL season, the company launched ‘Cricket Park’, an immersive cricket-themed amusement experience at TSG Sports Arena in Mumbai, bringing together creators, influencers and cricket enthusiasts through on-ground engagement activities.
With ‘12th Man’, Angel One continues to position itself as a culturally relevant and youth-focused financial brand, combining sports, entertainment and storytelling to strengthen its connection with new-age audiences.
First episode –
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Last episode –
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