BULLET’s Lalani says micro-dramas need new storytelling style

Azim Lalani, Co-Founder and Chief Business Officer of BULLET Microdrama, Zee Entertainment Enterprises Ltd., said micro-dramas are not simply shorter versions of long-form shows. He said the format needs a different storytelling approach to keep viewers engaged.

Speaking at FICCI FRAMES 2026 in Mumbai on September 30, Lalani said micro-dramas require careful use of pace, pauses and cliffhangers.

He also highlighted the importance of emotional arcs and audience data in understanding what keeps viewers engaged and encourages them to continue watching.

Lalani said he does not see micro-dramas as a passing phase and believes they can coexist with long-form content.

According to him, both formats are consumed in different situations, with micro-dramas fitting into shorter periods of available time while focusing on emotional payoff, anticipation and the fear of missing what happens next.

Talking about monetisation, Lalani said advertising in story-based content and non-fiction content with brands are working for micro-dramas.

He added that pay-as-you-go is still difficult in India but can work when content is targeted at global audiences, while subscription is also a working model.

Technology is also creating new opportunities for micro-dramas. Lalani spoke about BULLET’s recently launched Trinetra AI, which he described as an operating system designed to understand India’s cultural nuances across multiple languages.

Lalani shared his views during a session themed ‘Microdrama, Mega Business: The Next Content Disruption’ at FICCI FRAMES 2026.

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Yugal Kishore Sharma CEO, ONEOTT Intertainment Limited

Amazing and grim battle for survival. Guess it will end up in Supreme Court. All that NCLT asked Zee to do was to file a reply to Invesco petition for a EGM. Now this is getting too serious. So far Invesco has been hammered for demanding an EGM. What is Zee upto? Ofcourse my lawyer community knows better!