Angel One has teamed up with The Viral Fever (TVF) to launch twelfth Man, a short-form microdrama sequence designed for younger Indian audiences throughout the ongoing IPL season.
The 15-episode sequence, starring actor Anshuman Rai, has been launched throughout the Instagram handles of Angel One, TVF and Micronama, reflecting the rising shift amongst manufacturers towards mobile-first storytelling codecs geared toward digitally native shoppers.
The collaboration marks one of many first main makes an attempt by a broking platform in India to maneuver into culture-led leisure content material, as monetary manufacturers more and more look past standard promoting to have interaction youthful audiences by way of storytelling and social media-driven codecs.
On the centre of twelfth Man is the story of Mohit Kumar, a former Ranji cricketer whose taking part in profession ends after an damage. Unable to return to the sector as a part of the principle squad, he continues because the staff’s “twelfth man,” navigating disappointment, self-doubt and the seek for renewed goal.
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The sequence explores themes of resilience, self-belief and reinvention, whereas drawing parallels with the aspirations and struggles confronted by many younger Indians right now.
In keeping with Angel One, the mission is a part of a broader technique to stay culturally related to youthful audiences by collaborating in conversations and codecs that resonate past finance.
Zameer Kochar, Chief Advertising and marketing Officer at Angel One, stated the corporate selected the microdrama format as a result of it aligns carefully with how youthful audiences devour tales right now. He added that the corporate needed to create emotionally partaking content material reasonably than a standard branded marketing campaign.
TVF President Vijay Koshy stated the partnership displays how storytelling codecs are evolving alongside altering viewers behaviour, significantly amongst mobile-first shoppers in search of shorter but emotionally relatable narratives.
The launch additionally builds on Angel One’s broader cricket-focused advertising and marketing technique throughout the IPL season. Earlier this yr, the corporate launched “Cricket Park,” an immersive cricket-themed expertise in Mumbai that introduced collectively digital creators, influencers and cricket fanatics for interactive on-ground actions.
Business observers say the transfer highlights a bigger shift in advertising and marketing tendencies, the place manufacturers are more and more mixing leisure, sports activities tradition and digital storytelling to strengthen emotional connections with shoppers.
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Microdrama content material, particularly quick episodic storytelling constructed for platforms like Instagram and YouTube Shorts, has emerged as a quickly increasing international class as consideration spans shorten and audiences devour extra content material by way of cellular units.
For Angel One, which is nearing three many years in enterprise, the collaboration indicators an effort to modernise its model identification and place itself as a culturally conscious fintech platform for youthful traders and shoppers.
By shifting past sponsorship logos and ads into authentic entertainment-led narratives, the corporate is making an attempt to deepen engagement with audiences who more and more anticipate manufacturers to take part meaningfully in tradition reasonably than merely market merchandise.
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