Mumbai, Sept. 23 -- Microdramas are moving onto advertisers' radar, with some brands going beyond conventional sponsorships and advertising to integrate their products directly into the storylines. The approach remains nascent, but advertisers are testing the format to build long-term engagement with viewers.

Tata Motors Commercial Vehicles and JK Super Cement, for instance, have backed microdrama series built around narratives that integrate their products into the story.

Interest is growing as brands seek faster, lower-cost ways to create content that holds viewers' attention across multiple episodes.

Factors driving advertiser interest in microdramas include a shift towards brand-funded storytelling and integrations, repeat engageme...