Anyaa Singh, Rohan Gurbaxani and Filmmaker Afroz Khan return for the second installment of the biggest brand led micro drama to come out of India. In a time where branded content rarely earns a second look, Orange Elephant Studios created another benchmark with the successful season two of their biggest IP in the micro drama space.
While season one garnered an industry-defining 365 million views across a 6 episode campaign for Valentine’s Day; season two achieved 558 million views for the Summer Wedding Collection Campaign with higher engagement rates.
The trends clearly indicate that good story-telling is key to retaining audiences, no matter how much the digital landscape evolves. Another ‘first-of-a-kind’ aspect to season two was the co-branding of Samsung Galaxy S26 Ultra along with Ajio.
Both brands, equally present, equally pivotal and interwoven in the story while being equally non-invasive to the narrative of the series. As a full-stack digital agency, Orange Elephant delivered another story that the audiences loved for its own merit while doing justice to the brands that owned and backed the IP.
With advertising changing rapidly, more brands are backing micro-dramas as their media vehicles to reach the right audiences.