New Delhi: Story TV, the pioneering microdrama platform by Eloelo Group, has launched its first-ever brand campaign — a high-voltage microdrama film featuring television icons Karanvir Bohra and Urvashi Dholakia, reprising their popular TV villain personas, Viraj Dobriyal and Komolika. Created in partnership with One Hand Clap, the campaign is a landmark moment for India’s emerging microdrama ecosystem.
Titled “Yahan aise hi hota hai,” the ad film unfolds in true Story TV fashion — packed with suspense, emotion, and unpredictable twists. The story follows Karanvir as a personal security guard working for Urvashi’s character, a powerful socialite. After being publicly humiliated at an event where an assassination plot unfolds, Karanvir’s character is shot — but a dramatic hospital flashback delivers an unthinkable twist, keeping audiences hooked till the very end.
Shot, written, and directed in the distinctive one-minute storytelling format that Story TV is known for, the campaign reflects the platform’s mission to create high-quality, fast-paced content for today’s mobile-first audience aged 18–35 — viewers who grew up on TV soaps but now crave snappier, more engaging narratives.
Nishant Karn, SVP – Marketing & Revenue, Story TV, said, “Everyone keeps talking about shorter attention spans, but very few have tried to evolve storytelling for it. That’s exactly what microdramas do – they compress emotion, suspense, and drama into a one-minute format that keeps the audience gripped and entertained.”
“For our first brand campaign, we wanted to bridge nostalgia and new-age storytelling by bringing together two of Indian television’s most iconic stars. Karanvir and Urvashi represent the golden era of TV, and seeing them in a fast-paced microdrama perfectly captures how Story TV is redefining entertainment for a mobile-first India.”
The digital campaign, conceptualised with One Hand Clap — founded by former AIB members Aakash Shah and Naveed Manakkodan — will roll out across all major social platforms, supported by an outdoor campaign in key markets.
Story TV continues to lead India’s microdrama revolution, with over 1 crore users, 300+ original shows, and an average watch time of 70 minutes per user daily. The platform recently announced a partnership with Balaji Telefilms to produce a new slate of premium microdramas across genres and languages, aiming to add 800 new titles and reach 100 million viewers within the next year.
Featuring actors such as Gaurav Chopra, Chetan Hansraj, Ayub Khan, and Sharad Malhotra, Story TV is fast emerging as the go-to destination for snackable, cinematic storytelling — redefining how India consumes entertainment, one minute at a time.
