Episodic Storytelling Gives Brands a New Way to Reach Digital Audiences

Brands are exploring episodic storytelling through short video series, with campaigns from OnePlus, Angel One, realme and others

Brands are no longer limiting their social media campaigns to product videos and celebrity endorsements. Some have started making short dramas with proper characters and storylines to get their message across. The stories range from a college student caught in a time loop to a former cricketer trying to stay close to the game. One thing they have in common is that the brand's product or message is part of the story. This approach, known as episodic storytelling, is now being tried by companies across different industries.

OnePlus and Angel One Try the Drama Format

OnePlus India teamed up with Terribly Tiny Tales (TTT) for Not Again, a six-episode Instagram series featuring creator Yuvraj Duaa. It follows a college student who finds himself stuck in a time loop at a house party. The OnePlus Nord CE6 and Nord CE6 Lite are included in the scenes. All six episodes have been released.

Angel One worked with The Viral Fever (TVF) on 12th Man. The 15-episode series stars Anshuman Rai as a former Ranji cricketer whose playing career ends after an injury. Released during the IPL season, it follows his efforts to find another way to remain connected with cricket.

realme Uses AI for a Fantasy Series

For its 16T 5G smartphone launch, realme created Darbar Diaries, a five-episode AI-generated series. The story follows a Gen-Z vlogger who suddenly finds himself in a kingdom from the past. The smartphone's features are included in the fictional scenes instead of being shown through a regular product demonstration.

Mahindra Finance Focuses on Financial Scams

Mahindra Finance has taken a different approach. Its eight-episode series deals with common financial frauds, including fake EMI links, fraudulent QR codes and identity theft. The videos use familiar situations to explain how these scams happen. The company has also planned a second series on everyday financial decisions.

Kraus Jeans Brings Shopping Experiences into Its Series

Kraus Jeans has entered the space with Denims & Delusions, a six-episode Instagram series set inside a Mumbai showroom. It covers shopping habits, creator culture, office burnout and friendship. The stories draw on everyday experiences rather than focusing only on clothes.

The campaigns also point to the different ways companies are approaching brand engagement. OnePlus and realme have used fictional stories, Angel One has picked cricket, while Mahindra Finance has focused on consumer awareness. Kraus Jeans has built its series around fashion and shopping.

For companies already spending on short-form video marketing, these mini-series offer another option. Whether audiences continue watching will depend on the stories and how naturally the brand fits into them.

FAQs

1. What is episodic storytelling?

It is a storytelling format in which a story is divided into several short episodes rather than presented in one video.

2. Which brands are using micro-dramas in India?

OnePlus, Angel One, realme, Mahindra Finance and Kraus Jeans have experimented with the format.

3. How are brands including products in these stories?

Products appear as part of the scenes and characters' experiences instead of being the only focus of the video.

4. What topics are covered in brand micro-dramas?

The subjects include college life, cricket, fantasy, financial scams, fashion and everyday relationships.

5. Why are companies trying this format?

It gives companies another way to present their products and messages to people who spend time watching short videos on social media.